Adobe has been a big part of the computing world since the early days of image editing, document processing and dynamic video/flash content. Adobe has expanded very quickly, especially since it acquired Macromedia’s suite of design and development tools, which saw the transition from macromedia flash/dreamweaver into Adobe Dreamweaver CS series.

So what has this deal shown now? Why would adobe want to acquire Omniture for 1.8$ billion dollars?

Omniture is a multi billion pound marketing and business giant in the business sector, both online and offline. Omniture are an optimisation model for businesses globally, and help to provide a more engaging experience for customers utilising businesses under the Omniture model.

Adobe has acquired a major part in Omniture to provide an enhanced service on the Saas Platform which will help businesses better utilisation management, company advertising, revenue and transaction processing and much more. We see this as a merge that will benefit both worlds, from those utilising Adobe’s already large content and application base to those utilising structures laid out by Omniture business modeling.

Is this a different direction for Adobe? We think so, already Adobe has expanded significantly with a net worth of over 5$ billion dollars, millions of customers worldwide and new platforms that now ship as standard in popular operating systems such as Windows 7 and Mac OSX 10.

The merge will provide both parties with better resource, hoping to expand in what currently seems a recessive market place.

Omniture has long provided a powerful web analytics service, along with business modeling and effective marketing tools, this merge with Adobe’s product line will allow a better and more powerful delivery of information and structure.

Currently under the Adobe branch, you can expect to find an array of powerful tools and applications that have been developed from scratch or acquired, other acquisitions include

Adobe acquires Shockwave Flash < Large scale transaction to purchase the original developers of the flash technology

Adobe acquires Macromedia  < Large scale transaction of the software giant Macromedia, who were responsible for the development and creation of Dreamweaver, Fireworks etc.

Adobe merged its existing Photoshop software suite with the Dreamweaver and Fireworks development tools to have a full suite of web development and publishing tools. The next acquisition of Omniture is in a different direction to software, however, this may work very well with Adobe’s Air platform which could be utilised as a way of delivering analytics produced by Omniture.

Over the coming months, we will see just how Adobe’s merge with Omniture plays out.