Perspectives: What the Adobe + Day Software Deal Means, Part 2

5 minute read
Irina Guseva avatar

A flurry of reactions, speculations and pontifications later, we're having a second look at the Adobe + Day deal (Part 1 is here) and it's impact on the industry.

Goodbye, Day. Hello, Adobe CEM.

If a tweet's text has a subtextand it means something, one could (crazily) deduce that Day might soonbe rebranded as something sounding like Adobe CEM.

CEM (CustomerExperience Engagement) is one of the reasons Adobe decided to buy Day --next generation content management, targeting, segmentation,personalization and multi-channel customer experience management.

Therecently acquired Omniture was turned into Adobe Online MarketingSuite. A new a business unit was created within Adobe called the“Omniture Business Unit.”

Rob Tarkoff, under whose wing Day will fall, now heads the Digital Enterprise Solutions unit at Adobe.

Oh, but we will not know for sure if there is in fact any rebranding until the deal closes at the end of Q4.

Day Likes Open Source, but Likes to Sell Even More

NuxeoCEO Eric Barroca was imagining a possibility that Day may go full-forceopen source with their CQ5 Web CMS, concentrating on monetizing thebig, enterprise confetti of Adobe products:

Imagine, for a second, that Adobe open source the whole CQ5 product. You have:

  • CQ5, great WCM software considered as one of the best in its category (the best?), available as open source
  • Day’s team, a team that knows how to ignite and lead communities
  • Adobe’s marketing war machine to let the world know

Day's own Bertrand Delacretaz had a dream, or was it a nightmare? A bit of both:

CQ5customers are too busy converting their websites to native PDF (this isabout documents, right?) to realize what’s going on. The most desperatejust switched to DrooplaPress, the newest kid on the LISP-based CMSesblock. That won’t help business much but at least it’s fun to work with.If you love parentheses, that is.

Despite the devotion to opensource, Day likes to sell. And there's hardly a reason to believe theywill stop selling under Adobe's roof.

There's, of course, a big dividebetween how and what Adobe sells and how and what Day sells. The salesmodel is entirely different for enterprise/server-side software versusAdobe's "shrink-wrapped, lower-priced, high-volume software."

But,again, there's no reason to believe Adobe will force their salesculture on Day, but rather take advantage of Day's domain expertise inWCM and reap the fruits of the well-oiled sales machine that Daycurrently has.

From the Sales Divide to the Cultural One

Inthe meantime, headhunters are on the lookout for talented Daydepartures. With any acquisition, there are speculations that theacquired company may not fit well into the culture of a parent company.

Incase with #adobeday, we're looking at your typical Silicon Valley,American software giant and a small-ish Swiss vendor that employs peopleof many European and worldwide nationalities -- U.S. vs. citizens ofthe world. San Jose vs. Basel? Will Day be able to mesh with Adobe culturally?

Basedon Adobe's history of acquisitions (say, Macromedia or Omniture), thereis little indication their acquisition digestion culture is as violentas that one of some of the other vendors.

Regardless, a transition isnever easy. Even as we know from WCM implementations, some people tendto resist and be reluctant to accept the change. That's just humanbehavior. Sense of calm is not something that usually comes paired withan acquisition.

Sources say there's a natural affinity, mutual respect and a certain degree of acceptance between the two. But time will tell. Unless, of course, you have one of those crystal balls and want to share what the stars are saying?

Learning Opportunities

Adobe's Move Beyond the (DAM) Desktop

Aswe all understand by now, the planned acquisition is looking atexpanding Adobe's content authoring tools' reach beyond print, desktopsand RIAs and into customer experience management.

Day for Adobe is thelong-missing critical component to the enterprise offering. Web contentmanagement (and web engagement) aside, we may see some integrations withCS5, web to print with InDesign Server, multimedia with Flash MediaServer.

So much rich media and digital assets, so little DAM horsepower.

Theresa Regli of the Real Story Group stated:

...I will have to start explaining to buyers just how immature Adobe's DAM is compared to the other DAM technologies out there.

Itappears that Regli is looking at Day's DAM piece of CQ5 as a standaloneproduct. From this perspective, it doesn't stand much chance incompeting with pure play DAM vendors. But Day's DAM was not reallypositioned as such. Hardly ever.

WithCQ5, DAM has always been interlinked with WCM. Day's DAM doesn't reallymean much on its own, as the value comes from the unified repositoryfor the two.

But DAM is a good addition to the overall CEM sellingpoint, as I was saying before DAM needs more love in the arms of WEM versus being treated as a siloed partner.

No Forward-Looking Statements

I imagine some of you might've been expecting fireworks, juicy details,scathing commentary, stories about the death of ColdFusion and maybeeven about the demise of JCR...

Don't have that. But what I dohave is a scheduled deal closing date, upon which more light will beshed. Even before that, there's an upcoming Day Ignite 2010 event, which may also bring some interesting news.

Until then, business as usual, Day is likely to maintain its (Switzerland-neutral-like) status quo, but we'll keep you posted.