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Oracle Buying FatWire To Boost Web, Cloud Engagement

Fast-growing website personalization and customer loyalty specialist's products will be retooled to work with Oracle middleware and other products.

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Oracle is purchasing FatWire Software, a software maker that specializes in managing users' Web experience. No purchase price was disclosed in Oracle's Tuesday announcement. The deal is expected to close in "mid-2011," Oracle spokesmen said.

The FatWire Content Management Server is a frequently used component on websites that lead in several forms of customer engagement. Its products "help organizations drive customer engagement and loyalty by offering a targeted and interactive online experience across Web and mobile channels," said Yogesh Gupta, president and CEO, in the acquisition announcement.

FatWire's content management system is used in delivering online customer loyalty programs and end-user personalization. The firm serves 500 customers in financial services, media, technology, manufacturing, public sector, retail, and healthcare. Existing customers include Banc Sabadell, Harvey Norman, JD Williams, NTT BJ Japan, Postbank, Telmex, and Textron. In 2010, it added Administaff, Equinix, Graybar, Sephora, Sun Media, and Total Oil.

The company has recently moved beyond website content management into cloud-based experience management with its 2010 introduction of the Web Experience Management system that could be deployed on premises, in a public cloud, or in a hybrid, public/private cloud architecture. The offering is made with partners CapGemini, LBi, and Element 115.

Last year it added the FatWire Community Server to its product line for capturing user-generated content, with the option of enterprise editors acting as moderators of the content, as well as a mobility server for a variety of mobile devices.

"Together, Oracle and FatWire plan to deliver the most complete Web experience management solution that will enable companies to fully optimize the customer experience with innovative social tools," said Hasan Rizvi, Oracle senior VP.

The Mineola, N.Y., firm experienced 76% revenue growth from license sales in 2010 over the year before. FatWire content management will be geared to work with Oracle Fusion Middleware, Business Intelligence, Enterprise Content Management, and Portal products.

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