It has been expected that Salesforce.com (CRM) would make another purchase in the service automation market. According to this report on Seeking Alpha, the company's acquisition of enterprise live chat player Activa Live was another of Salesforce.coms under-the-radar purchases.
"Based in St. Clair Shores, Michigan, Activa Lives customers include American Apparel (APP), Best Buy (BBY), Dun & Bradstreet (DNB), Endeca, LexisNexis and Procter & Gamble (PG). The startup already had tight integration with Salesforce CRM. Its rivals include other chat specialists such as Bold Software, LivePerson and Velaro as well as a host of service automation software players that provide live chat modules such as eGain Communications, Kana, Moxie Software (formerly known as nGenera), Parature and RightNow Technologies.
"Salesforce.com has been steadily building out Service Cloud and has found turning on-premises InStranet SaaSy a time-consuming experience. Its keen to substantially grow the business, and owning more service automation components should further that goal."