Adobe completes $600M purchase of Neolane

Calif. (AP) — Adobe Systems Inc. said Tuesday that it has closed on a $600 million purchase of Neolane, a French company that provides technology for marketing campaigns.

Adobe, which makes Photoshop and other creative software and is shifting its business to a subscription model, said that Neolane would bolster its digital-marketing services.

The San Jose, Calif., company already has digital marketing services, including analytics and targeting. Neolane’s technology, meanwhile, helps companies manage marketing campaigns on the Internet, email, social media and mobile devices, as well as through call centers and direct mail. It has more than 400 customers around the world, many of whom also used Adobe services.

When it announced its plans for the deal last month, Adobe said buying Neolane would not significantly affect its results this year. The company couldn’t estimate the effect of the acquisition on future earnings.

Adobe’s stock closed Monday at $48.28, up 28 percent this year.

Adobe’s acquisition of Neolane Rp 5.8 Trillion

Adobe Systems announced the company’s acquisition of Neolane marketing company. The transaction value of U.S. $ 600 million (about USD 5.8 trillion). The marketing company itself only has annual revenues of approximately U.S. $ 60 million (approximately USD 580 billion).
“It would make a better leader on Adobe’s digital marketing services and strengthen the Adobe Marketing Cloud,” said Brad Rencher, Senior Vice President of Digital Marketing.
Established in 2001, Neolane is headquartered in Paris, France, and serves a number of large clients such as Accor Hotels, Alcatel-Lucent, IKEA, Samsung, Sony, and Dior.
Neolane is the sixth product from Adobe Marketing Cloud service, which includes Analytics, Target, Social, Experience Manager, and Media Optimizer.
Neolane This acquisition will improve the management of electronic mail services and a large amount of real-time recommendations.