Oracle Buys Micros Systems for $5.3 Billion

Share this article:

Looks to spark growth in the hospitality industry with its biggest acquisition in five years.

Oracle's marketing cloud continues to expand.
Carving verticals out of the marketing cloud?

Oracle Corp. announced yesterday it had entered into an agreement to acquire Micros Systems, a maker of point-of-sale and cloud-based customer engagement systems for hotels, QSRs, casinos, convenience stores, and cruise ships. It's Oracle's biggest deal since buying Sun Microsystems for $5.6 billion in 2009.

With Adobe, Salesforce, and IBM all competing aggressively in the marketing cloud space, Oracle may be looking to carve out vertical-specific territory to give it an edge and maintain some pricing authority.

“Micros has been focused on helping the world's leading brands in our target markets since we were founded in 1977,” said Micros CEO Peter Altabef in a release announcing the deal. “In combination with Oracle, we expect to help accelerate our customers' ability to innovate and differentiate their businesses by utilizing Oracle's technologies, cloud solutions, and scale.”

In addition to supplying POS systems, Micros provides its hospitality customers with business intelligence, e-commerce systems, CRM, loyalty programs, and merchandise planning solutions. Its service stack includes interactive marketing, strategic business consulting, and design services.

Oracle EVP Bob Weiler noted that Micros management and employees will be integrated with the company as a dedicated business unit.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Next Article in Marketing Automation

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Marketing Automation

HubSpot Goes Public With Initial Stock Price of $25 Per Share

HubSpot Goes Public With Initial Stock Price ...

CEO Brian Halligan rings the Stock Exchange bell and ushers in a new era for inbound marketing.

Marketo Institute Wants to Give Marketers Proper Schooling

Marketo Institute Wants to Give Marketers Proper Schooling

The marketing automation company calls on seven years of customer data and Cal Poly to create an ongoing education program.

Will HubSpot CRM Shake Up the CRM Landscape?

Will HubSpot CRM Shake Up the CRM Landscape?

An analyst's view of what marketers need to know about the marketing automation company's product announcement.