Oracle is paying $1.5 billion for online and mobile marketing specialist Responsys, marking the software giant’s third acquisition this quarter. The software giant described Responsys as “the leading provider of enterprise-scale, cloud-based [business-to-consumer] marketing software.”
Other Oracle purchases this quarter include BigMachines, a cloud-based sales automation specialist, and Compendium, a cloud-based content marketing provider. Earlier this year Oracle bought Acme Packet, which makes session border controllers for wireless networks.
The purchase of Responsys should give Oracle more expertise in the consumer-facing software that enables real-time advertising. “Responsys is used by the most respected B2C brands across the globe to orchestrate marketing interactions across e-mail, mobile, social, display and the Web, at massive scale,” said Oracle.
Responsys works with clients to develop text message-based campaigns targeted at individuals and based on known preferences and buying habits. The company’s Interact for Mobile tool enables marketers to deliver individualized text messages to consumers. For example, a shopper who has expressed interest in an out-of-stock product can receive a text when the product comes back into stock.