U.S. software Adobe Systems continues its shop in digital marketing, putting his hand on the French company Neolane, a nugget created in 2001 for which it will pay $ 600 million in cash. (Read the press release)
The transaction is expected
“many” contribute to the growth of this industry in the coming years, the company said in explaining this important development.
“What attracted us Neolane is the strength of its team and its technology,” he told AFP Brad Rencher, Adobe vice president, digital marketing division, reached by phone .
“Neolane provide a crucial technology in marketing + cloud + (management via internet stored on remote computers data) from Adobe, in particular the sending personalized messages across all channels” of communication (web, email, social networks, mobile, mail, point of sale), he added.
“We have many customers in common. This is an opportunity for us to provide more value, and disseminate more technology Neolane” with hundreds of thousands of Adobe customers continued Brad Rencher.
This acquisition will allow the U.S. company to offer its customers a complete management of a marketing device, from campaign creation to deployment, execution and optimization.
The transaction, which is subject to regulatory approvals, is expected to be finalized “in the next month” but customers and prospects should already receive information shared.
400 customers around the world
Currently, the French company has a portfolio of over 400 customers worldwide (Axa, Accor, Fortis, Sephora, EMI Music, Canon, Sony Music, etc.).
She realized in 2012 a turnover of € 44 million (+40% year on year), of which more than half took place outside (and fourth in the United States), said Auriga Partners, the fund management company is the largest shareholder of Neolane with more than 20% of the capital.
selling its shares, Auriga will multiply by 33 the amount originally invested.
The remaining shares are held by the venture capital firms Battery Ventures and XAnge who provided funds in 2006 and 2011, as well as co-founders and employees, told AFP Stéphane Dehoche, CEO of Neolane will remain in place after the operation.
headquarters remain in Paris
“All co-founders enjoy this new adventure. This is very good news for the team. We will all stay and there is no reason to change anything,” especially for the location of the seat – which will remain in Paris – or the number (over 300)
.
Neolane was created by four French entrepreneurs Dehoche Stéphane Stéphane Dietrich, Thomas Boudalier Benoït and Gourdon. After the first steps abroad, the United Kingdom and Sweden, the company has carried out several capital increases to accelerate expansion and access to promising North American market.
Its purchase is the sixth external growth operation conducted by Adobe in the field of digital marketing, after the acquisition of Omniture (2009), Day Software (2010), Demdex (2011), Auditude (2011) and Efficient Frontier (2012).
New opportunities available
“We made some very strategic acquisitions in digital marketing in recent years and we will continue to watch” for possible acquisitions or partnerships, said Brad Rencher.
American group felt that the acquisition should be no significant impact on its results and business sales in 2013. But it is still too early to fully assess the future impact on its revenues, he noted.
“digital marketing activity recorded the fastest growth of Adobe now, with a turnover of about $ 750 million last year. In the last quarter, it jumped 17% . “
“Neolane will bring a lot more growth in the coming years,” said Brad Rencher.
(With AFP)
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