Retailers shift their ad spending from TV, radio and print ads to digital ads.
The deal marks Oracle’s latest attempt to beef up its e-commerce offerings.
In another move designed to boost its e-commerce offerings, software company Oracle Corp. today said it would buy customer service firm RightNow Technologies Inc. The announcement comes less than a week after Oracle announced its purchase of Endeca Technologies Inc., a major provider of site search and online marketing technology to online retailers.
Oracle says it will pay about $1.5 billion for RightNow, which sells Internet-hosted, or cloud-based, software that companies use for such tasks as operating call centers and customer relationship management systems. Oracle says it expects to close the deal late this year or in early 2012.
"Oracle is moving aggressively to offer customers a full range of cloud solutions including sales force automation, human resources, talent management, social networking, databases and Java as part of the Oracle Public Cloud," said Thomas Kurian, executive vice president, Oracle Development. "RightNow's leading customer service cloud is a very important addition to Oracle's Public Cloud."
Oracle is best known for its database software, but the company has increased it e-commerce presence not only through the two deals this month but through acquisitions that include last year’s acquisition of e-commerce technology provider ATG and Oracle’s June purchase of FatWire Software whose technology presents online content targeted to the interests of shoppers.