Oracle bolsters e-commerce with ATG acquisition

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Oracle bolsters e-commerce with ATG acquisition

Cliff Saran

Oracle has agreed to acquire Art Technology Group, a provider of e-commerce software, for approximately $1bn.

ATG, whose customers include B&Q, Body Shop, HSBC and DHL, provides software to support online merchandising, marketing, content personalisation, automated recommendations and live help services.

Driven by the convergence of online and traditional commerce and the need to increase revenue and improve customer loyalty, organisations across many industries are looking for a unified commerce and customer relationship management (CRM) platform to provide a seamless experience across all commerce channels," said Thomas Kurian, executive vice-president Oracle development. "Bringing together the complementary technologies and products from Oracle and ATG will enable the delivery of next-generation, unified cross-channel commerce and CRM."

In a blog post, Forrester retail technology analyst Brian Walker wrote that the two companies had overlapping products and differing strategies for targeting business.

"For Oracle, there are existing commerce solutions in iStore and Siebel which need to be rationalised with ATG's products. Oracle has had an IT orientation, selling into the technology teams and seeking to drive value to the CIO. ATG has had a largely business orientation, seeking to drive the goals and objectives of the channel leaders and CMO, which has also led them to introduce on-demand hosted offerings. Determining how to combine and sell these products and normalise the cultural approaches may be very challenging," said Walker.

Oracle has built a business around its Retail Solutions family following the acquisition of Retek in 2005.


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