Make no mistake about what Adobe (Nasdaq:ADBE)
management is thinking – the company's legacy digital media business
(Creative Suite/Creative Cloud, which includes well-known offerings like
Photoshop) is primarily a source of cash flow, while digital
marketing/marketing cloud is where the company's future growth will be
generated. To that end, Adobe is spending another $600 million to
enhance its capabilities and compete more effectively with the likes of Oracle (Nasdaq:ORCL), IBM (NYSE:IBM), and Salesforce.com (NYSE:CRM).
Spending Money To Make Money
Adobe announced Thursday evening that it had reached an agreement to acquire privately-held Neolane
for $600 million in cash. While certainly not a household name to most
investors, Neolane is an emerging player in marketing management
software, with a strong position in areas like lead management and
cross-channel campaign management.
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