1. Who are Adobe’s and Omniture’s customers and what are their needs?
2. Which factors external to Adobe and Omniture seem to be driving the transaction? Be specific.
3. Which factors internal to Adobe and Omniture seem to be driving the transaction? Be specific.
4. How will the combined firms be able to better satisfy these needs than the competition can?
5. Do you believe the transaction can be justified based on your understanding of the strengths and weaknesses of the two firms and perceived opportunities and threats to them in the marketplace? Be specific.

On September 14, 2009, Adobe announced its acquisition of Omniture for $1.8 billion in cash or $21.50 per share. Adobe CEO Shantanu Narayen announced that the firm was pushing into new business at a time when customers were scaling back on purchases of the company’s design software. Omniture would give Adobe a steady source of revenue, which could mean investors would focus less on Adobe’s ability tomigrate its customers to product upgrades such as Adobe Creative Suite.