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What's Adobe Up to This Time?

NEW YORK ( TheStreet) -- With all of the recent mergers and acquisition activity that has occurred within the software sector from the likes of Oracle (ORCL) and Salesforce.com (CRM), it probably should have come as no shocker that Adobe (ADBE - Get Report) felt it had to do something.

The company recently announced a $600 million all-cash deal to acquire Neolane, a privately held company headquartered in Paris, France, that specializes in cross-channel campaigns. While this deal makes some sense for Adobe given Neolane's capabilities in online and offline marketing, the timing seems a bit off, given Adobe's current situation.

Over the past couple of years, Adobe has been working to convert its business from the traditional software sold in a box to a cloud/subscription-based model. While the company's recent second-quarter results suggests that things are moving according to management's plan, I do question if this is not a case of biting off more than you can chew.

What's more, given Neolane's annual revenue of $60 million, which is just 1% of Adobe's $4.4 billion for 2012, I don't see what Adobe hopes to accomplish in this deal -- although a case can be made that Neolane sales are growing at a 40% rate. Even so, will it be enough to consider Adobe an immediate enterprise threat against Oracle or Salesforce.com? Management seems to think so.

There's no question that Adobe's focus has been on its marketing capabilities, especially in the areas of digital and cloud. I've written at length about Salesforce.com's aggressiveness in this area after paying $2.5 billion for ExactTarget (ET), which amounts to a 53% premium. I don't believe that Adobe overspent. But with minimal details, I'm left to speculating what management hopes to get in return.

Brad Rencher, Adobe's senior vice president and general manager of the Digital Marketing business, said Neolane will bring "critical cross-channel campaign management capabilities to the Adobe Marketing Cloud." And I think that's the key. Adobe already has strong capabilities in areas like Media Optimizer offerings, Social, Analytics, etc.

The company feels that it can leverage more services by adding Neolane, which would become Adobe's sixth area of strength to go along with Marketing Cloud and Experience Manager. It also seems that Adobe is entering some very critical and highly competitive markets where rivals like SAP (SAP) and IBM (IBM) have already planted flags.

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