In doing so, Oracle will be filling a hole in its ecommerce capabilities while giving ATG support in enterprise ordering and customer relationship management (CRM). The acquisition is still up for stockholder and regulatory approval and is expected to close in early 2011.
“More than 1,000 global enterprises rely on ATG’s solutions to help increase the value of their online customer interactions,” ATG CEO and President Bob Burke said in a press release. “This combination will enhance the ability to bring all their commerce activities together – creating a more consistent and relevant experience for their customers across all interaction channels, including online, in stores, via mobile devices and with call centers.”
Indeed, mobile commerce seems to be a significant long-term play with this acquisition. And of course the ability to reach customers across multiple channels certainly won’t hurt either.
As GigaOM’s Ryan Kim points out, ATG’s recently launched Catalyst program will help companies easily create mobile commerce apps. Currently, Catalyst supports the creation of iPhone and Android apps. Designer clothes brand Tommy Hilfiger was a launch partner for the Catalyst program with its iPhone app.