July 11, 2012, 3:42 PM

Oracle combines ATG and Endeca in its new software

The technology integrates e-commerce and personalization systems.

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Oracle Corp., following its retail e-commerce technology acquisitions of the past two years, took its retail market strategy up a notch this week when it introduced an integrated e-commerce software suite.

The new suite, Oracle Commerce, combines the company’s ATG Commerce e-commerce platform with its Endeca Customer Experience site search and navigation software for providing personalized content targeted to consumers based on their known shopping preferences. Oracle acquired ATG in the fall of 2010 and Endeca in the fall of 2011.

Oracle Commerce is designed to enable retailers to present a consistent face to consumers across web sites, mobile devices, social media networks and in stores equipped with mobile point-of-sale systems, the company says. “Oracle Commerce combines the best web commerce and customer experience solutions to enable businesses, whether business-to-consumer or business-to-business, to optimize the cross-channel commerce experience,” says Ken Volpe, senior vice president, product development, Oracle Commerce.

An analyst says that integrating Endeca and ATG in a new software suite bodes well for Oracle because it shows that the company has a strong commitment to the retail e-commerce technology market. “This is an important signal by Oracle that they are serious about taking advantage of both ATG and Endeca,” says Brian Walker, a vice president and e-commerce technology analyst at Forrester Research Inc.

He adds, however, that Oracle still needs to show how Oracle Commerce will offer value beyond using Endeca’s technology. “There is little evident today that there is a differentiated solution here beyond using Endeca together with other leading platforms,” Walker says. “There is work to be done to make that a reality.”

Oracle also announced this week that it has agreed to buy Involver, a company that provides technology for developing customized marketing campaigns for online social networks. Oracle didn’t say what it expects to pay for Involver. The Involver deal follows similar announcements Oracle made this spring. In May, it said it would acquire Vitrue, which provides marketers with an Internet hub for managing campaigns on social networks such as Facebook and Twitter. And last month it announced its acquisition of Collective Intellect, which provides technology designed to let marketers monitor and respond to consumers’ conversations on social networks.

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