Experience As A Service

As experience promises to be the next battle ground for marketers to compete on, Adobe puts a premium on putting it at the core of its now integrated offer.

- Noor Fathima Warsia

Most future-ready companies are busy making customer experience their single-minded focus. And if data is being used as a reference point, there is a good reason to do so. A Gartner study found that in 2010, 36 per cent companies expected to compete mostly on customer experience. In 2016, this number increased to a staggering 89 per cent.

This focus on ‘experience’, where product, marketing, design, strategy and various other functions become a part of the overall experience, has prompted Adobe, counted among the largest digitally-driven businesses in the world, to make experience as its central offer.

At the recently concluded Adobe Summit in Las Vegas, the company announced a slew of new products. While acquisitions and organic growth have both contributed to the new structure, the most critical aspect of the new Adobe is an integrated architecture that allows it to offer end-to-end, seamless solutions to its customers and partners.

“The Experience Cloud is the larger opportunity and we are excited about it. What makes this even more special is that it comes from interactions with our customers,” says Shantanu Narayen, CEO, Adobe.

Keeping the customer experience at heart, Adobe has launched its Experience Cloud, which has brought its Marketing Cloud, Analytics Cloud together with the newly added Advertising Cloud that comes from its acquisition of advertising technology firm Tubemogul.