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 subtext and it means something, one could (crazily) deduce that Day might soon be rebranded as something sounding like Adobe CEM.

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

The recently acquired Omniture was turned into Adobe Online Marketing Suite. 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

Nuxeo CEO Eric Barroca was imagining a possibility that Day may go full-force open source with their CQ5 Web CMS, concentrating on monetizing the big, 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:

CQ5 customers are too busy converting their websites to native PDF (this is about documents, right?) to realize what’s going on. The most desperate just switched to DrooplaPress, the newest kid on the LISP-based CMSes block. 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 open source, Day likes to sell. And there's hardly a reason to believe they will stop selling under Adobe's roof.

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

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

From the Sales Divide to the Cultural One

In the meantime, headhunters are on the lookout for talented Day departures. With any acquisition, there are speculations that the acquired company may not fit well into the culture of a parent company.

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

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

Regardless, a transition is never easy. Even as we know from WCM implementations, some people tend to resist and be reluctant to accept the change. That's just human behavior. Sense of calm is not something that usually comes paired with an 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?

Adobe's Move Beyond the (DAM) Desktop

As we all understand by now, the planned acquisition is looking at expanding Adobe's content authoring tools' reach beyond print, desktops and RIAs and into customer experience management.

Day for Adobe is the long-missing critical component to the enterprise offering. Web content management (and web engagement) aside, we may see some integrations with CS5, web to print with InDesign Server, multimedia with Flash Media Server.

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.

It appears that Regli is looking at Day's DAM piece of CQ5 as a standalone product. From this perspective, it doesn't stand much chance in competing with pure play DAM vendors. But Day's DAM was not really positioned as such. Hardly ever.

With CQ5, DAM has always been interlinked with WCM. Day's DAM doesn't really mean much on its own, as the value comes from the unified repository for the two.

But DAM is a good addition to the overall CEM selling point, 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 maybe even about the demise of JCR...

Don't have that. But what I do have is a scheduled deal closing date, upon which more light will be shed. 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.