Oracle’s latest acquisitions show it believes Software-as-a-Service (SaaS) is for real, that CRM is a major growth space and that it must strengthen its cloud-based applications, analysts told CMSWire.
In December, Oracle, one year after it announced its $871 million buy of marketing automation company Eloqua, announced plans to acquire marketing cloud player Responsys for $1.5 billion.
And last month, Oracle, led by CEO Larry Ellison (pictured left) scooped up marketing technology specialist BlueKai for what some say is an estimated $350 million to $400 million deal.
“The big picture is they clearly see an opportunity to establish themselves as a major force in two places,” said Tim Jennings, chief IT analyst who covers Oracle for Ovum Research. “On a macro level, it’s the broad customer experience space, and specifically, the marketing world.”