Author: azeeadmin

20 Sep 2018

Watch how Tesla Model 3 earned NHTSA’s top safety rating

The Tesla Model 3 has had its share of struggles, from CEO Elon Musk’s well-documented production hell to more recent logistic “nightmares” that have slowed deliveries to customers.

There’s one area where the Tesla shines: crash safety tests conducted by the National Highway Traffic Safety Administration. And the Tesla Model 3 is no exception. Check out the videos below to watch the crash tests.

The rear-wheel-drive version of the Tesla Model 3 earned an all-around five-star safety rating from NHTSA, the highest possible issued by the agency. These tests cover frontal, side and rollover crashes. The Model 3 received five stars in each category, as well as sub categories such as side barrier and pole crashes.

Tesla’s crash rating is buoyed by the absence of an internal combustion engine. For instance, without a motor in the hood, there’s more room for a forward crumple zone. Tesla vehicles also tend to be resistant to rollovers because the battery pack is located at the bottom of the vehicle, giving it a low center of gravity. The risk of a rollover in a Tesla Model 3 is 6.6 percent, according to NHTSA.

Tesla Model 3 is not the only vehicle to earn the highest rating. There are other 2018 model year vehicles that have earned a five-star rating from NHTSA, including the Subaru Legacy and Toyota Camry four-door hybrid. It’s also worth noting, as Musk did Thursday, that five-star ratings only mean the vehicle meets a certain threshold. Injury probability stats, which are expected soon, indicate by how much.

The Insurance Institute for Highway Safety also conducts crash tests on vehicles to determine safety ratings. The IIHS, which represents automobile insurers, has not published ratings on the Model 3.

20 Sep 2018

Audible brings its audiobook library to the Apple Watch

Didn’t get your fill of Amazon news among the 70 or so announcements at today’s Alexa event? Good news, Audible’s got something to add to the deluge. The Amazon-owned audiobook site just announced the availability of its Apple Watch app.

The offering brings pretty much what you’d expect. You can listen to audiobooks and manage your library directly from the small screen. It’s a pretty logical next step for the service, given the focus Apple has put on smartwatch audio, between last year’s addition of an LTE version of the watch and the recent announcement of a native podcasting app for the platform.

This also goes a ways toward justifying the recent addition of Aaptiv fitness routines, which Audible added a few weeks back. The offering made some sense on the phone, but bringing the course directly to a fitness/health-focused product like the Apple Watch helps complete that vision. Those workout and meditation offerings are free to Audible users through September of next year.

20 Sep 2018

Scientists have moved one step closer to RNA editing, which could be the next stage of CRISPR

Researchers at the prestigious Salk Institute are reporting that they have managed to map the molecular structure of a CRISPR enzyme that could allow scientists to more precisely manipulate functions within cells.

Over the past several years, CRISPR-Cas9 has seized the public imagination for its ability to edit genetic code in a way that may correct defects inside individual cells — potentially healing mutations and preventing the advent of may illnesses.

Specifically Cas9 enzymes act sort of like scissors, snipping away pieces of genetic code and swapping them out with a replacement. But these enzymes target DNA, which is the fundamental building block for the development of an organism, and there are growing concerns that using the enzyme to essentially reprogram the DNA of a cell may cause more harm than good.

As this report in Scientific American illustrates:

Research published on Monday suggests that’s only the tip of a Titanic-sized iceberg: CRISPR-Cas9 can cause significantly greater genetic havoc than experts thought, the study concludes, perhaps enough to threaten the health of patients who would one day receive CRISPR-based therapy.

The results come hard on the heels of two studies that identified a related issue: Some CRISPR’d cells might be missing a key anti-cancer mechanism and therefore be able to initiate tumors.

CRISPR-CAS9 gene editing complex from Streptococcus pyogenes. The Cas9 nuclease protein uses a guide RNA sequence to cut DNA at a complementary site. Cas9 protein: white surface model. DNA fragments: blue ladder cartoon. RNA: red ladder cartoon. Photo courtesy Getty Images

The new findings from the Salk Institute, published in the journal Cellprovide the detailed molecular structure of CRISPR-Cas13d, an enzyme that can target RNA instead of DNA.

Once thought to just be the delivery mechanism for instructions encoded in DNA for cell operations, RNA is now known to carry out biochemical reactions like enzymes; and serve their own regulatory functions in cells. By identifying an enzyme that can target the mechanisms by which cells operate, rather than the overall plan for cellular function, scientists should be able to come up with even more highly refined treatments with fewer risks.

Put more simply, having editing tools can allow scientists to modify a gene’s activity without making permanent — and potentially dangerous — changes to the gene itself seems like a good option to explore.

“DNA is constant, but what’s always changing are the RNA messages that are copied from the DNA,” says Salk Research Associate Silvana Konermann, a Howard Hughes Medical Institute Hanna Gray Fellow and one of the study’s first authors, in a statement. “Being able to modulate those messages by directly controlling the RNA has important implications for influencing a cell’s fate.”

Researchers at Salk first identified the family of enzymes they’re calling CRISPR-Cas13d earlier this year and suggested that this alternate system could recognize and cut RNA. Their first work was around dementia treatment and the team showed that the tool could be used to correct protein imbalances in cells of dementia patients.

“In our previous paper, we discovered a new CRISPR family that can be used to engineer RNA directly inside of human cells,” said Helmsley-Salk Fellow Patrick Hsu, who is the other corresponding author of the new work. “Now that we’ve been able to visualize the structure of Cas13d, we can see in more detail how the enzyme is guided to the RNA and how it is able to cut the RNA. These insights are allowing us to improve the system and make the process more effective, paving the way for new strategies to treat RNA-based diseases.”

The paper’s other authors were Nicholas J. Brideau and Peter Lotfy of Salk; Xuebing Wu of the Whitehead Institute for Biomedical Research; and Scott J. Novick, Timothy Strutzenberg and Patrick R. Griffin of The Scripps Research Institute, according to a statement.

20 Sep 2018

uBeam wireless power’s CEO Meredith Perry steps aside amidst B2B pivot

After repeatedly missing self-imposed deadlines for progress on its wireless charging-at-a-distance phone case, uBeam’s CEO Meredith Perry has decided to shift out of the CEO position and into a board member and senior advisor role. She’d founded the company in 2011 from her dorm room and brought in over $40 million in funding by selling a wide range of elite investors on her vision for a cordless future, including Andreessen Horowitz, Founders Fund, CrunchFund (disclosure: started by TechCrunch’s founder), Marissa Mayer, and Mark Cuban.

Now rather than trying to build its own consumer products like wireless power transmitters and receivers that could charge your phone from across the room using ultrasound frequencies, uBeam is pivoting to licensing its technology for use in other companies’ products.

“Meredith made the decision to step down as CEO. She wanted the company to hire a CEO who had experience in overseeing the rollout of a b2b electronics product” tweeted one of the startup’s lead investors, Mark Suster of Upfront Capital. Axios’ Dan Primack reported the news earlier today. TechCrunch spoke to Perry but she declined to comment on the record.

For the interim, uBeam’s head of HR and finance Jacqueline McCauley who joined in 2016 will lead the company. In a blog post today, she announced that “Meredith felt it was time to bring on a seasoned executive in the electronics field to lead the company through its commercialization phase. The company has begun a search for this new CEO.”

uBeam had wowed investors and AllThingsD conference attendees in 2011 with a demo showing it could deliver at least some power over a distance of few feet. A source at one point said uBeam was holding talks with top retail and dining chains, and insinuated one of the world’s top phone makers might build on its technology.

But the startup made big promises about public demonstrations and the efficiency of its technology it couldn’t keep. In 2015 Perry had told TechCrunch real-life public demos would be ready the next year, which came and went.

In 2016, things started to fall apart. The startup’s former VP of Engineering Paul Reynolds wrote a series of blog posts accusing uBeam’s technology of not working, and noted that “When I left it was an ugly departure, but was reported to the investors as ‘the VP Engineering left for personal reasons’ — personal reasons being ‘sick of putting up with this bullshit’.” He also revealed that uBeam’s original CTO and new CFO had left the company, and that Perry’s co-founder Nora Dweck had sued her over an unfair equity split and settled.

It wasn’t until 2017 that uBeam gave a two limited public demonstrations at the Upfront Ventures conference and to USA Today. It proved that an impractically large uBeam transmitter could deliver enough power over the distance of four to ten feet to make multiple phones signal they were charging. But the company never opened itself up to more scrutiny regarding just how much power it was delivering, how fast a phone would actually charge, and whether the tech could surmount practical issues like phones moving or being blocked by clothing.

Questions began to mount about whether uBeam’s approach could produce a marketable product in a palatable form factor with real utility. In the meantime, larger competitors like WattUp-maker Energous and COTA-maker Ossia have started to make real progress on over the air wireless charging. A recent deep-dive by PC Mag revealed how these two companies are starting to be able to deliver 1 watt of power across a room. But Energous and Ossia executives were careful to be realistic in their predictions about the hurdles to delivering rapid phone charging at a distance and how many years they’d need to get there.

Now with Perry stepping down, uBeam will shift gears and move to the same B2B licensing model Energous and Ossia use. They’ll now be directly competing to get their wireless power transmitters and receivers built into other products such as televisions, sound bar speakers, phone cases, and more. But the industry is taking a while to mature. Energous, a public company that had raised $117 million, is trading at $10.62 down from a peak above $22 earlier this year and $15 in mid-2017. Ossia has only raised $25 million.

A bulky early uBeam transmitter prototype

Apple last year announced it was building a less ambitious AirPower near-field wireless charging pad that could juice up an AirPods case sitting on it. That was supposed to arrive in “early 2018” but there was no mention of it onstage at the recent iPhone XS launch event. Today’s Qi-standard wireless charging pads require direct contact with devices and some fidgeting to get them to connect.

uBeam’s stumbles may make it tough to hire or retain talent, and the organizational disruption amidst direct competition could cost it valuable time as it strives to get its tech ready for licensing. The startup’s audacious idea for a world without wires may still one day come to fruition. There remains big potential in the more technically feasible over the air charging of Internet Of Things devices that don’t need much power. But uBeam could serve as a reminder to fellow startups that grand visions might make it easier to secure funding, but can raise expectations that are much harder to fulfill.

20 Sep 2018

Echo HomePod? Amazon wants you to build your own

One of the bigger surprises at today’s big Amazon event was something the company didn’t announce. After a couple of years of speculation that the company was working on its own version of the HomePod and Google Max, we still don’t have a truly premium Echo.

That’s due, in part, to the fact that Amazon is already leaning fairly heavily on hardware partnerships with companies like Sony to offer people a premium, Alexa-enabled smart speaker. But today, we got a better glimpse at how it plans to take on such products. And frankly, it’s a bit of fresh air.

Amazon’s already laid the ground work here. The first step in the plan is seeding the Echo and Alexa into as many rooms in as many homes as possible. Check and double-check, thanks in no small part to the super-low-cost Echo Dot. Today, the company demonstrated how those pieces can be turned into something more.

After the event, we were ushered into a handful of fake rooms at Amazon HQ, designed to show the new products in their native habitat. As I stood in front of a couch flanked by two of the new Echo Dots, the company blared some Ed Sheeran song (again, not my choice), with the devices splitting up the left and right stereo track.

The sound was loud and decent, but couldn’t compete with the likes of the HomePod. No problem, though. Toss in the new Sub and pick up the Link Amp. Boom, you’ve got your very own modular home stereo system. It’s a compelling à la carte approach to the system that puts Amazon in competition with the likes of Sonos, but more importantly, makes existing Echos the centerpiece of a multi-room home speaker system.

An Amazon clock? A microwave? None of these bizarre additions mattered much to my colleague, Matt Burns. The Link, on the other hand, as he put it, “I almost bought a $600 device a few weeks ago just to get optical out.” For $199 or $299, he can get his hands on the Link or Link Amp, respectively.

Instead of shelling out $349 or $400 for the HomePod or Home Max, you can create your own version piece by piece. Granted, all of the parts could easily end up costing you more than either option, but there’s a lot to be said for the ability to mix and match and customize on a per-room basis.

This approach marks the single most compelling revelation in a day jam-packed with Amazon news. It will be fascinating to see how Apple and Google respond.

20 Sep 2018

Amazon introduces APL, a new design language for building Alexa skills for devices with screens

Along with the launch of the all-new Echo Show, the Alexa-powered device with a screen, Amazon also introduced a new design language for developers who want to build voice skills that include multimedia experiences. Called Alexa Presentation Language, or APL, developers will be able to build voice-based apps that also include things like images, graphics, slideshows, and video, and easily customize them for different device types – including not only the Echo Show, but other Alexa-enabled devices like Fire TV, Fire Tablet, and the small screen of the Alexa alarm clock, the Echo Spot.

In addition, third-party devices with screens will be able to take advantage of APL through the Alexa Smart Screen and TV Device SDK, arriving in the months ahead. Sony and Lenovo will be putting this to use first.

Voice-based skill experiences can sometimes feel limited because of their lack of a visual component. For example, a cooking skill would work better if it just showed the steps as Alexa guided users through them. Other skills could simply benefit from visual cues or other complementary information, like lists of items.

Amazon says it found that Alexa skills that use visual elements are used twice as much as voice-only skills, which is why it wanted to improve the development of these visual experiences.

The new language was built from the ground-up specifically for adapting Alexa skills for different screen-based, voice-first experiences.

At launch, APL supports experiences that include text, graphics, and slideshows, with video support coming soon. Developers could do things like sync the on-screen text and images with Alexa’s spoken voice. Plus, the new skills built with this language could allow for both voice commands as well as input through touch or remote controls, if available.

The language is also designed to be flexible in terms of the placement of the graphics or other visual elements, so companies can adhere to their brand guidelines, Amazon says. And it’s adaptable to many different types of screen-based devices, including those with different sized screens or varying memory or processing capabilities.

When introducing the new language at an event in Seattle this morning, Amazon said that APL will feel familiar to anyone who’s used to working with front-end development, as it adheres to universally understood styling practices and using similar syntax.

Amazon is also providing sample APL documents to help developers get started, which can be used as-is or can be modified. Developers can choose to build their own from scratch, as well.

These APL documents are JSON files sent from a skill to a device. The device will then evaluate the document, import the images and other data, then render the experience. Developers can use elements like images, text, and scrollviews, pages, sequences, layouts, conditional expressions, speech synchronization, and other commands. Support for video, audio and HTML5 are coming soon.

“This year alone, customers have interacted with visual skills hundreds of millions of times. You told us you want more design flexibility -in both content and layout – and the ability to optimize experiences for th growing family of Alexa devices with screens,” said Nedium Fresko, VP of Alexa Devices and Developer Technologies, in a statement. “With the Alexa Presentation Language, you can unleash your creativity and build interactive skills that adapt to the unique characteristics of Alexa Smart Screen devices,” he said.

A handful of skills have already put APL to use, including a CNBC skill that shows a graph of stock performance; Big Sky that shows images to accompany its weather forecasts; NextThere, which lets you view public transit schedules; Kayak, which shows slideshows of travel destinations; Food Network, which shows recipes, and several others.

Alexa device owners will be able to use these APL-powered skills starting next month. The Developer Preview for APL starts today.

20 Sep 2018

Google’s fingerprints were all over today’s Amazon event

Hidden amongst the 70 or so announcements Amazon made at today’s big Alexa event was one key hidden presence. Google’s offerings loomed large over much of the news flowing out from the big event.

It’s easy to understand why, of course. Assistant and Home have steadily been making up ground on Amazon over the last couple of years. In fact, just in time for today’s event, a study dropped noting that Google Home Mini was the best selling smart speaker for Q2 of this year, dethroning Amazon’s popular Dot.

As one of the first products unveiled at the event, the newly refreshed Dot certainly bore the mark of Google’s influence. A new, fabric covered design with improved sound promised to put the low cost smart speaker on better footing against the Home Mini. It’s the first big hardware redesign for the product.

While Amazon also beat Google to the punch with the Echo Show, the refreshed version of the product also bears the mark of Google’s influence on the space. The original Show was clearly about function over form. This year at CES, however, Google upped the ante for display-enabled category with its third-party Smart Displays. While the new Show has likely been in the works for some time, it’s hard not to see the influence of products like Lenovo’s.

Amazon does, however, deserve credit for not simply swiping from Google. The company is clearly interested in taking its own approach to the smart assistant category. Rather than, say, introducing a Google Max/HomePod competitor, the company introduced the elements (Sub, Link, et al.) for building a home stereo system, piece by piece. The Echo Auto, meanwhile, finds the company offering a plug and play solution designed to compete with the likes of Android Android.

The rivalry between Amazon and Google that resulted in YouTube being pulled from the Echo Show is clearly a driving force behind many of the decisions on display at today’s event. And it’s clear that things are only going to heat up from here.

20 Sep 2018

The long list of new Alexa devices Amazon announced at its hardware event

Everyone’s favorite trillion-dollar retailer hosted a private event today where they continued to exercise their highly-strategic approach to hardware where they just throw everything at the wall and wait to see what sticks.

We got some new Amazon Echo devices, sure, but there was also an amp, a camera, a clock and a microwave…? There’s a lot to take a look at, including some product refreshes and entirely new verticals, so let’s get to it.

Here are the new devices we heard about today from Amazon.

A new, louder Echo Dot

For a lot of people, the cheap and tinny Echo Dot was their first interaction with a home assistant. The frequently discounted $50 device is getting an updated look and a 75 percent more powerful speaker so that it can keep the tunes bumping.

Read More

An Echo for your car

If you’re thinking about places where you actually need hands-free voice controls, your car is probably one of the only places. Amazon wants to get Alexa into your ride and it’s doing so with Echo Auto, a $50 dashboard accessory that you can ask to pick tunes, call people or shut off some appliance you accidentally left on.

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The booming Echo Sub

The Echo Sub may look like a giant HomePod, but it’s all about that bass. You can pair the giant speaker with and Echo or two to build out a more robust sound system. It’s $130 so the company is seriously undercutting competitors like Sonos with its sound system ambitions, it’s unclear, for now, how the audio stacks up though. We’ll have to take a closer listen.

Read More

The live-recording Fire TV Recast

One of Amazon’s big ambitions has not only been to get its devices into your home but to take over your TV. It’s a great piece of gadget real estate to have especially when the company is looking to push Prime Video. The company’s ambitions with the $230 Fire TV Recast are focused on live-recording TV and beaming that video to other devices you have. It connects to a digital antenna and can be placed anywhere in your house, then the DVR recordings can be streamed to your Fire TV, Echo Show, Echo Spot or iOS/Android devices.

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A slicker Echo Show

If any of Amazon’s Echo devices were in need of a design refresh this was it, the Echo Show was the first of its kind but with Smart Display devices from Google starting to emerge and Facebook still hard at work on their own device, it’s clear that the company needed to up their game. The $229 device now has a 10-inch screen and works with Skype so you won’t have to voice call from the Alexa app.

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A new Ring security camera

Amazon bought Ring earlier this year and at its hardware event, it introduced a new device called the Stick Up Camera that is meant to be an indoor or outdoor security camera. The camera comes in wired and battery-operated versions and goes for $180.

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The speaker-less Echo Input

One of the best features of the Echo Dot was that you could output audio to an existing speaker system. Amazon showed off a new device today that does just that. The $35 device is going to be something you might see pop up in third party speaker bundles the company says.

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A wildly unnecessary Alexa microwave

One of the more outlandish product releases of the day was an Amazon Basics microwave with Alexa controls and Dash button functionality so you can order more popcorn. It doesn’t have voice controls built-in but it will communicate with a nearby Echo so you can ask it to add a minute to cooking something if that’s really how you want to do it. Thankfully, it’s just $60 so it’s a cheap dystopia at least.

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An updated Echo Plus

Like the new Echo Dot, the Echo Plus is getting a fabric redesign. The $150 pro Echo still has its smart hub and one of the new features that will enable is offline commands so if your WiFi goes out you’ll still be able to turn off your lights before bed. The new Echo Plus will also ship with an integrated temperature sensor so you can ask it for the temp inside or build a routine where it, say, turns on the fan when it gets too hot inside.

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An Alexa Clock that visualizes your timers

This was another sort of weird one. The $30 Wall Clock pairs with your Alexa devices and visualizes any alarms or timers you have set up with its ring of 60 LEDs. It’s a cheap device and it’s nice to be able to visualize things that you’d otherwise have to ask Alexa for updates on, but it still feels like a bit of an odd release.

Read More

The very pluggable Echo Smart Plug

Every smart home company has a smart plug, why doesn’t Amazon? They thought that too and now they have one! It’s $25 which is pretty standard and can turn things on and off.

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The Echo Link and Link Amp

This one was a bit surprising and showcases that Amazon is pretty serious about taking over your sound system. The $200 Echo Link connects to your receiver or amplifier and adds a bunch of inputs so you can connect speakers to it while the $300 Echo Link Amp also features a built-in 60W 2-channel amplifier to improve sound quality.

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Updates to Alexa

It wasn’t all hardware announcements at the event, though to be honest it was mostly hardware announcements at the event. We also heard about some new updates coming to Alexa, including Hunches a system where Alexa will learn about certain smart home habits and offer occasional suggestions if it gets the feeling you forgot to do something like turn off an outdoor porch light before you go to bed. Another Alexa feature is Guard mode which can be set when users are away and will listen for more than just its name, including noises like glass breaking.

 

That’s a wrap. Damn, that’s a lot of devices. Check back as we’ll be taking some of these gadget for a spin with some hands-on time, with about 13 new pieces of hardware being released in rapid fire succession, we might need a few extra hands.

20 Sep 2018

Amazon’s new Echo Dot, up close and hands-on

If the Echo Show was the Amazon device most desperately in need of a makeover (please and thank you), the Dot was certainly a close second. After all, while the cheapest (and best selling) Echo device has already been through a couple of iterations, the hardware wasn’t exactly the sort of thing you’d proudly display on the coffee table.

The thing that strikes you immediately upon seeing the redesigned version of what Amazon calls “the best selling speaker,” is how much the new generation of the product is influenced by Google’s Home Mini. In fact, Google’s influence was evident all over the place here.

That said, I actually prefer the design on this one. The new Dot has a similar form factor to its predecessor, keeping the rough dimensions and button layouts intact. The biggest difference from the design perspective, is the cloth speaker that surrounds the perimeter of the device. The product takes the whole “speaker” part of “Smart Speaker” a bit more seriously.

The new version tops out at about 70 percent louder than the original Dot. The company played a pair of the products in tandem for me (the Ed Sheeran, for the record, was not my choice), with each one splitting the left and right stereo channels. The effect was solid, though I’m not rushing out to replace the Google Home Max in my apartment at the moment. 

The most impressive bit in all of this is, naturally, the price. Amazon managed to improve the hardware without charging more. That would have been a mistake, of course. The $49 price tag is kind of the whole point of the Dot. This is the gateway drug into the Alexa ecosystem (Echosystem?).

At that level, you’ve got a low-cost entry into multiroom audio. It’s all part of the company’s approach to home audio. By circumventing high-ticket items like the HomePod or Google Home Max, Amazon is letting users build their home audio system piece by piece.

Check out our full coverage from the event here.

20 Sep 2018

Adobe gets its company, snaring Marketo for $4.75 billion

A week ago rumors were flying that Adobe would be buying Marketo, and lo and behold it announced today that it was acquiring the marketing automation company for $4.75 billion.

It was a pretty nice return for Vista Equity partners, which purchased Marketo in May 2016 for $1.8 billion in cash. They held onto it for two years and hauled in a hefty $2.95 billion in profit.

We published a story last week, speculating that such a deal would make sense for Adobe, which just bought Magento in May for $1.6 billion. The deal gives Adobe a strong position in enterprise marketing as it competes with Salesforce, Microsoft, Oracle and SAP. Put together with Magento, it gives them marketing and ecommerce, and all it cost was over $6 billion to get there.

“The acquisition of Marketo widens Adobe’s lead in customer experience across B2C and B2B and puts Adobe Experience Cloud at the heart of all marketing,” Brad Rencher, executive vice president and general manager, Digital Experience at Adobe said in a statement.

Ray Wang, principal analyst and founder at Constellation Research sees it as a way for Adobe to compete stronger with Salesforce in this space. “If Adobe takes a stand on Marketo, it means they are serious about B2B and furthering the Microsoft-Adobe vs Salesforce-Google battle ahead,” he told TechCrunch. He’s referring to the deepening relationships between these companies.

Adobe reported its earnings last Thursday announcing $2.29 billion for the third quarter, which represented a 24 percent year over year increase and a new record for the company. While Adobe is well on its way to being a $10 billion company, the majority of its income continues to come from Creative Cloud, which includes Photoshop, InDesign and Illustrator, among other Adobe software stalwarts.

But for a long time, the company has wanted to be much more than a creative software company. It’s wanted a piece of the enterprise marketing pie. Up until now, that part of the company, which includes marketing and analytics software, has lagged well behind the Creative Cloud business. In its last report, Digital Experience revenue, which is where Adobe counts this revenue represented $614 million of total revenue. While it continues to grow, up 21 percent year over year, there is much greater potential here for more.

Adobe had less than $5 billion in cash after the Mageno acquisition, but it has seen its stock price rise dramatically in the last year rising from $149.96 last year at this time to $266.05 as of publication.

The acquisition comes as there is a lot of maneuvering going on this space and the various giant companies vie for market share. Today’s acquisition gives Adobe a huge boost and provides them with not only a missing piece, but Marketo’s base of 5000 customers and the opportunity to increase revenue in this part of their catalogue, while allowing them to compete harder inside the enterprise.

The deal is expected to close in Adobe’s 4th quarter. Marketo CEO Steve Lucas will join Adobe’s senior leadership team and report to Rencher.

It’s also worth noting that the announcement comes just days before Dreamforce, Salesforce’s massive customer conference will be taking place in San Francisco, and Microsoft will be holding its Ignite conference in Orlando. While the timing may be coincidental, it does end up stealing some of their competitors’ thunder.