Oracle 's purchase of Endeca is not surprising, said Alan Pelz-Sharpe, an analyst with the Real Story Group. Autonomy, which is Endeca's biggest rival, was in talks with Oracle before Hewlett-Packard acquired Autonomy , Pelz-Sharpe wrote, in a blog post.
"Though financial details have not been disclosed, it is safe to assume that Oracle paid far less than the $10 billion-plus that HP spent on Autonomy," he said. The Endeca acquisition fits neatly with Oracle's growing interest in the online retail space, Pelz-Sharpe noted.
"Endeca has carved out quite a niche in providing unstructured data analytics in the retail sector, with decent -- albeit broadly mimicked -- guided navigation capabilities," he said. "Additionally Endeca has a pretty good reputation for customer service and for investing in ongoing research and development, in sharp contrast to Autonomy."