Oracle (ORCL) has played catch-up in the cloud services arena for the past two years, but Larry Ellison keeps acquiring the right company at the right time. In an effort to outpace SAP AG (SAP), Microsoft (MSFT), Salesforce.com (CRM), IBM (IBM) and Hewlett-Packard (HPQ) in cloud-based development in the business enterprise software world, Oracle has made its second acquisition in the past 4 months to enhance Oracle Cloud services.

Oracle Cloud Is Aggressive with Acquisitions Again

One week before the fiscal year ends on May 31, 2012, Oracle acquired a cloud-based social marketing relations company named Vitrue. Vitrue specializes in a social marketing platform that enables companies to organize an effective strategy for social media outlets. Vitrue has a very intriguing list of clients with a global reach, such as McDonald’s (MCD), American Express (AXP) and Procter & Gamble (PG), which will increase Oracle’s cloud-based product line. Vitrue and Oracle will develop a cohesive social marketing platform that will enable clients to build consistent customer experiences that enhance customer services with consistent branding of a clients product. Another point to look at in this acquisition is the scalability of Vitrue’s social marketing platforms that already can advise a client globally or locally as well as position clients with the ability to target specific demography. The acquisition also enhances Oracle’s customer service business, which is important for future growth and retention of maintenance revenues.

Oracle versus SAP AG Again!

For decades, Oracle has been in a fierce competition with German business enterprise software maker SAP AG.To continue reading, click here.