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Why has Google acquired Nik Software?

Got an email the other day from Nik Software

Quote:

Nik Software was recently acquired by Google Inc. (?Google?) We are very excited about the future and continuing to deliver amazing photography editing tools and technologies to photographers.

Our number one commitment has always been to you, our valued customers. You will still continue to be covered by any eligible warranty, and if you have any questions or need support moving forward, please contact us through www.niksoftware.com/contact.

Going forward, Google would like to provide you high-touch technical support for the Nik Software products. In order to be able to do this Google needs to receive the information that Nik Software has about you and your past software purchases such as your name, email address, purchase history, and any other interactions you have had with Nik Software. We ask for your agreement to transfer this data from Nik Software to Google Inc. This data will be used by Google for the purpose of providing you high-touch technical support for Nik Software products if you request such support. The data that is transferred to Google will be subject to the Google Privacy Policy.

If you agree to this data transfer, please click on the button below by November 30th, 2012. You will be transferred to our online form that you can use to enter your email address and transfer your customer information to Google Inc.

If you have any questions or need support moving forward, please contact us through www.niksoftware.com/contact.

What would Google want with Nik Software - their photo editing software is great, but nothing outstandingly amazing (unlike DxO)?

Most of the Nik filters I've never been overly impressed with.

They don't compare with the quality and versatility of Imagenomic Portraiture or Topaz.

Surprised that Google purchased them.

Yeah, I have their suite of software and use it for minor touches during the workflow, particularly Dfine or silver effex for b&w stuff, but nothing extraordinary. For portraits i use portrait professional and their new version just out is amazing. But the one i love most is DxO Optics. That software is just amazing and prefer it on RAW images rather than Nikons ownNX2 which is a load of crap imo.
Never tried topaz so i'll look into it.

probably to integrate with their picasa or google plus. Snapseed prob wont be updated anymore like Sparrow doesn't really.

If they have a good development team then Google may have been buying them too. An easy way to build a new business unit is just to buy an existing package of developers and management, and then tell them to get working on whatever project you want done.

Google always acquires stuff that I've never heard of.

Quote:

Originally Posted by borked (Post 19327819)

Got an email the other day from Nik Software

What would Google want with Nik Software - their photo editing software is great, but nothing outstandingly amazing (unlike DxO)?

Why did Google acquire Nik Software?

Because Google wants it all, that's why!

:2 cents:

A patent they hold?

That's where the money seems to be.