Oracle Takes Social To The Cloud
June 5, 2012

Oracle Takes Social To The Cloud

Michael Harper for

Oracle is once again making headlines today after announcing they have entered into an agreement to acquire Collective Intellect, a social media monitoring service. Oracle´s announcement makes plain their intent to focus on cloud-based computing, as Boulder, Colorado-based Collective Intellect provides cloud-based social solutions, enabling users to monitor and keep track of consumer conversations on Facebook and Twitter.

According to Oracle´s press statement about this acquisition, Collective Intellect allows these organizations to then create better, more targeted marketing campaigns, complete with real-time customer feedback. Oracle hopes this cloud-based acquisition will improve their existing analytics, commerce, marketing and sales offerings for their clients. Oracle plans to incorporate Collective Intellect´s products as a software-as-a-service, helping “customer service teams respond quickly to customer feedback on social media; generate targeted leads and opportunities for sales teams; and strengthen how companies build more effective brands using the Internet and social media.”

Oracle did not, however, mention any financial terms regarding the announcement. Oracle has also recently purchased RightNow Technologies, another cloud-based customer service company. According to MarketWatch, Oracle purchased RightNow for $1.443 billion and also agreed to acquire Taleo Corporation for $1.9 billion. Rounding out their spree, Oracle has also announced they plan to acquire cloud-based social-marketing platform Virtue and cloud-based software provider ClearTrial LLC.

“Gaining intelligence from consumer conversations across social media, and knowing customers´ intentions and interests helps organizations create better products and deliver better service,” said Thomas Kurian, executive vice president for Oracle´s development.

“Collective Intellect´s leading cloud-based applications for social media monitoring, combined with Oracle´s social relationship platform offers a complete social experience to our customers.”

Collective Intellect already has some heavy hitters on their client list. Organizations such as CBS, Advertising Age, Dole, Hasbro, NBC, Verizon, Walmart, Yahoo and Pepsi all use the cloud-based services provided by Collective Intellect. According to Tech Crunch, Collective Intellect has managed to raise $14 million in venture funding to date.

“Creating meaningful content based on a clear understanding of consumers´ conversations is the way brands will create stronger customer relationships,” said Collective Intellect´s Founder and Chief Strategy Officer Don Springer.

“Collective Intellect´s semantic analytics platform provides cutting-edge technology to Oracle that will create a winning combination as brand-to-customer relationships move from transactional to social.”

In addition to gobbling up as many social-based companies as they can, Oracle is also caught in the middle of a lawsuit with HP. Oracle has stopped developing their software for HPs line of servers which utilize Intel´s Itanium chips.

HP either wants $500 million and new software for these niche servers, or a whopping $4 billion in damages alone.

A judge will now decide if the two companies ever entered into a formal contract and, if so, if Oracle violated the terms of this contract.