Seemingly in preparation for the launch of its long-awaited Public Cloud, Oracle recently announced its acquisition of Collective Intellect, a maker of cloud-based analytics tools that monitor consumers' activity across social media. This purchase comes close on the heels of its acquisition of Virtue (which helps marketers publish and monitor social-media content) for a rumored $300M, and the earlier acquisition of RightNow Technologies, another cloud-based customer service company.
Collective Intellect will become part of Oracle's software as a service (SaaS) products and Social Platform business. With Collective Intellect, Oracle said it will enable marketing organizations to create more targeted marketing campaigns; help customer service teams respond quickly to customer feedback on social media; generate targeted leads for sales teams; and allow companies to build more effective brands using social media.
Oracle is aggressively acquiring cloud-based companies to complement its on-premise software products, and expanding in the Cloud Applications space from a 'completeness' of cloud portfolio perspective. This, is reflective of the fact that the company has changed its earlier cautious strategy on cloud computing. These deals also show that the enterprise software giant is building its software-as-a-service expertise.
I feel that the acquisition of Collective intellect and Virtue? also signify niche push in the Analytics and Big Data areas, as well as a focus on developing a broad, 360° technology and applications portfolio in the 'Customer Experience Management' space.