After spending billions to acquire a series of marketing-related software companies, Oracle is now undergoing the process of creating a unified suite it can take to battle against competing offerings from the likes of Salesforce.com and Microsoft.
Oracle is rolling out a series of new features for its Eloqua marketing automation suite, hoping to get a leg up on rivals such as Salesforce.com and IBM in the red-hot software segment.
Global CRM (customer relationship management) revenue grew 12.5 percent last year to US$18 billion, a rate three times that of all enterprise software segments on average, as companies look to acquire more business and serve existing customers better...
Oracle has laid in out in detail how it intends to compete with the likes of Salesforce.com in the highly competitive arena for next-generation marketing software.
Oracle has agreed to acquire Eloqua for about US$871 million, in a bid to build out a set of marketing automation software.
Cloud-based marketing automation vendor Marketo's plans to raise up to $75 million in an initial public offering, which were revealed this week, could influence larger companies to acquire the company, including Salesforce.com and SAP.
It was a typically busy year for SAP, with the company making headlines for strong sales of its HANA in-memory database, high-profile acquisitions and aggressive moves into cloud computing.
Oracle surprised many tech industry observers by announcing Thursday it would pay US$871 million for marketing automation software vendor Eloqua. The move seemed a bit unlikely given the amount of sales and marketing software Oracle already had.
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