Oracle sets to acquire marketing software maker Responsys

Oracle sets to acquire marketing software maker Responsys

Software giant Oracle has announced that has entered into an agreement to acquire marketing software maker Responsys Inc. The software company is set to pay $1.5 billion for the acquisition to uplift its cloud computing existence in the market and offer enhanced marketing interactions.

Oracle buys Responsys

Oracle sets to buy Responsys

On announcing the deal, Mark Hurd, President, Oracle, said;

“Recognizing the unique needs of the CMO in B2B and B2C industries, the Oracle Marketing Cloud is now the only platform to unite enterprise-class leaders in these historically distinct marketing-automation fields. Our strategy of combining the leaders across complementary technologies signifies Oracle’s overwhelming commitment to winning and serving the CMO better than any other software company in the world.”

Responsys, the California-based software company, develops enterprise-scale cloud-based Business-to-Consumer (B2C) marketing softwares. The company is used across the globe to orchestrate marketing interactions across email, mobile, social, display and the web, at massive scale.

With the acquisition, Oracle is set to extend Oracle’s Customer Experience Cloud, which includes Commerce, Sales, Service, Social and the Oracle Marketing Cloud. The software giant is said to join Responsys and Oracle Eloqua in the Marketing Cloud to develop a single platform for marketing interactions.

The Board of Directors of Responsys has unanimously approved the transaction and it is expected to close in the first half of 2014. Oracle has offered $27 per share in cash which represents a premium of about 38 percent to the software company.

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