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The digital world is all about managing user experiences. San Jose headquartered tech company Adobe wants to accelerate these experiences going by the slew of announcements on day one of its glittering Adobe Summit at Las Vegas which saw over 16,000 plus attendees.
“Adobe pioneered digital transformation. But we have not been standing still. We are expanding our offerings,” said Shantanu Narayen, Chief Executive Officer (CEO), Adobe Systems, in a stirring keynote where he unveiled the future of consumer experiences in the digital world and a realm of new possibilities.
For starters, Adobe’s Experience Cloud got enriched with one more cloud – the Adobe Commerce cloud – to add to the existing Adobe Marketing Cloud, Adobe Analytics Cloud and Adobe Advertising Cloud. The Adobe Commerce Cloud comes riding on the back of the acquisition of cloud commerce innovation company Magento last year and envisages making every moment shoppable for a digital consumer. Basically, it leverages on a community of 300,000 developers to marry content and commerce to deliver a rich digital experience to shoppers.
A slew of partnerships – with digital workflows expert ServiceNow, Microsoft and LinkedIn – will lead to richer consumer profiles and more personalization resulting in better customer experience management (CXM) across enterprises.
Its acquisition of marketing automation software Marketo has also helped Adobe to open up a world where B2C and B2B marketing will no longer require different solutions but could lead to a B2E – business to everything, everyone, everywhere solution.
Finally, Adobe also announced the launch of an open Adobe Experience Platform that will sit at the base of its Adobe Experience Cloud and where all the data will get unified and stitched and cleaned to yield real time actionability.
"Solving today’s data challenges requires a cloud-based, hyper-scale architecture with a rich data pipeline and real-time customer profile powered by AI and machine learning," said Abhay Parasnis, executive vice president and chief technology officer of Adobe, explaining the rationale for the platform.
During the keynote Shantanu Narayen also shared nuggets from Adobe’s own digital transformation journey and how it created compelling experiences for the customer. The new Data Driven Operating Model (DDOM) of Adobe forces the customer to "discover, try, buy, use and renew" its products.
Sharing Adobe’s growth story(in fiscal 2018 it achieved $9.03 billion in revenues representing a 24 per cent year on year growth) Shantanu Narayen said, “Retention is the new growth. Customer engagement is what leads people to renew.”
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