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Adobe is customizing its content in regional languages wherever required

Adobe gears up to ride on the digital revolution in India, which is already its fastest growing market and the second most invested market after the United States.

BestMediaInfo Bureau | Mumbai | April 28, 2016


Software giant, Adobe, has been transforming digital experiences for about three decades and is now poised to revolutionize the experience in the coming decade.

On the eve of the Adobe Symposium 2016, a premier digital conference that takes place at the Grand Hyatt in Mumbai today (April 28, 2016), a Adobe leadership team discussed the company’s journey, strategies and goals. They spoke of how the software major had been able to transform the digital experience for not just users, but giants in the digital space like Google, Microsoft, Flipkart.com, Snapdeal and other global conglomerates.

Paul Robson, President, Asia Pacific, Adobe, Aseem Chandra, VP, Marketing Cloud, Adobe and Umang Bedi, MD, South Asia, Adobe, shared some insights on the brand’s strategies and goals ahead. Robson explained how Adobe had been able to transform the digital experience across three decades. Now that the digital medium was growing at a rapid pace, especially in India, the present generation, he said, would be able to skip the ‘desktop’ revolution.

The Adobe technology had disrupted the enterprise, Robson said. The whole revolution began with the back office wave, followed by the front office wave in the 1990’s to the experience wave in this century. Robson said the digital experience should start with great content. Adobe’s products always had great content to offer, lifting the software company to a leading position in its realm.

Adobe’s digital experiences were powered by data. In a country like India, where bandwidths are not always strong, the digital experience is often not consistent. The Adobe technology had ensured a smooth experience across networks as per data networks. Robson said that Adobe was determined to change the world through its digital experience.

Chandra discussed the innovations in marketing cloud for the next generation. He said Adobe wanted to build an experience that was consistent, continuous and compelling. He pointed out that conglomerates across industries were using Adobe’s marketing cloud to reach their audience. Adobe is now customizing its content in regional languages wherever required.

Bedi discussed trends. The rise of a creative economy and the emergence of digital as a channel of marketing, was making it necessary for players like Adobe to be relevant in today’s world, he pointed out.

India is an important market for Adobe. It is Adobe’s fastest growing market and the second most invested market after the United States. India is poised to go digital with a growth of about 638 per cent in internet penetration in just the last two years. Till June 2016, India had acquired 462 million internet users. More than a billion Indians are now registered on Aadhaar.

Bedi said that digital advertising was expected to grow to US $3.82 billion by 2020 and account for 40 per cent of the overall advertising revenues in the country. Mobile penetration would also increase and by 2018, the use of vernacular texts will become more prevalent, he predicted.

Bedi did not waste words in describing Adobe’s strategy to woo its fastest growing market ? India. He rested his case, quoting Walmart founder, Sam Walton. “There is only one boss. The customer,” Walton had said, “And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else.”


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