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Oracle Buys Another Cloud—Responsys

Written By: Ted Rohm
Published On: December 23 2013

Responsys, Inc. announced that it has entered into an agreement to be acquired by Oracle. Responsys will join Oracle Eloqua in the Oracle Marketing Cloud. The addition of Responsys further extends Oracle’s Customer Experience Cloud, which already included commerce, sales, service, social and the Eloqua Marketing solution.
 
The Responsys suite of products is recognized by chief marketing officers (CMOs) for helping to deliver effective B2B and B2C digital campaigns. With the addition of Responsys, Oracle will be able to deliver a complete solution for CMOs with B2B and B2C business models. In the announcement, Mark Hurd, president of Oracle, states that Oracle’s “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.”
 
This announcement comes on the heels of a very strong quarter from Oracle, where it showed continued growth in cloud software revenues. The announcement values Responsys at $1.5 billion (USD), at approximately a 38% premium above stock price. The price reflects the high premiums that companies like Oracle, SAP, Salesforce, and others are willing to pay to be competitive in the cloud.
 
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