Adobe Summit 2016: Are You An Experience Business?
22 March 2016 - 3:01PM
Business Wire
Company Outlines Vision, Extends Platform to Address Next
Major Enterprise Software Wave
Adobe (Nasdaq:ADBE) today kicked off Summit 2016, Adobe’s annual
digital marketing conference in the U.S., showcasing innovations
across Adobe Marketing Cloud. Adobe Summit is the leading industry
event focused on the future of marketing and business
transformation and attracted a record-breaking 10,000 attendees.
Starring Adobe's most breakthrough technical achievements in
marketing, the conference will also feature Oscar-award winning
actor and director George Clooney, “Silicon Valley” star Thomas
Middledich, actor and singer Donny Osmond and World Champion soccer
player Abby Wambach, who will address how their own personal brands
are evolving in today’s digital world. Executives from Cirque de
Soleil, Comedy Central, Mattel, McDonald’s and Royal Bank of
Scotland are among hundreds of brands speaking about how they’re at
the forefront of the next big industry wave: the “Experience
Business” wave.
Experience Business
The third wave of enterprise software is upon us – and it's
reinventing how products and services are created, delivered and
marketed. First came the “back-office” wave, with software
solutions for in-house processes like inventory control, payroll
and accounting. Then came the “front-office” wave, which helped
firms streamline their data to better interact with customers. With
both waves, early-adopters of enterprise software enjoyed a
significant advantage over rivals. Today, we find ourselves in the
early stages of a third wave.
The flood of information and opportunity unleashed by the
digital revolution has raised customer expectations to
unprecedented levels. There's only one way for brands to thrive in
this new environment: become an Experience Business. Companies have
to create a personalized, compelling customer experience at every
link of the relationship, from websites and mobile apps to retail
environments.
At Summit, Adobe unveiled the next generation Adobe Marketing
Cloud to drive the Experience Business. The company unveiled Adobe
Cloud Platform enhancements, including advancements to its partner
and developer program. A new Adobe Marketing Cloud Device Co-op is
expected to link up to 1.2 billion devices. A new Over-the-Top
(OTT) offering makes it easy for TV networks and pay-TV providers
to bring more personalized TV and ad experiences directly to
consumers via Apple TV, Microsoft Xbox, Roku and other connected
devices. The company also introduced new data science capabilities
that enable brands to predict and deliver the right experience on
the web, in apps, and at the point of sale at the right moment
across any device.
“Every company should be obsessed with the quality of the
experiences they are delivering to their customers,” said Brad
Rencher, executive vice president and general manager, Digital
Marketing Business at Adobe. “Adobe is laser-focused on enabling
our customers to create consistent, personalized stand-out
experiences for their customers.”
Adobe Cloud Platform
Advancements to the Adobe Cloud Platform include updates to
Adobe Exchange, which hosts hundreds of apps and
integrations such as Microsoft Dynamics CRM, DemandBase, Acxiom,
and BrightEdge, and enable partners to extend the functionality of
Adobe Marketing Cloud. The launch of Adobe.io, Adobe’s new
developer portal, enables developers to download the Adobe
Marketing Cloud software development kit (SDK) and easily access
application program interface (API) routines and protocols.
New Adobe Certified Metrics, built on the Adobe Cloud
Platform and powered by Adobe Analytics, offer standardized digital
census data for more accurate measurement of digital audiences. By
leveraging Adobe Certified Metrics, measurement partners, such as
comScore, announced today, and Nielsen, can provide a complete view
of total audience engagement across TV and digital to increase ad
revenue opportunities. With Adobe data, cable networks, pay-TV
service providers and digital publishers can now accurately measure
audiences and monetize their content across all screens - including
linear TV, DVR, video-on-demand, desktops, smartphones, tablets,
game consoles and over-the-top connected devices.
Cross-Device Co-op & Mobile
- Adobe announced the Adobe Marketing
Cloud Device Co-op, a network that will enable the world’s
biggest brands to work together to better identify consumers as
they move from one digital device to another – all while adhering
to the highest standards of privacy and transparency. The Co-op
will empower participating brands to deliver more personalized
consumer experiences across devices and applications at massive
scale.
- Adobe also unveiled a series of
innovations in Mobile Marketing. Deeper integration of Adobe
Experience Manager Mobile with Apache Cordova helps customers
build mobile-app extensions to create richer app experiences. Adobe
Experience Manager Mobile simplifies the process of building and
managing visually appealing enterprise apps that are as easy to use
as consumer apps. Several technology partners also announced today
that they are extending their support of Adobe Experience Manager
to include mobile.
- Mobile Core Services now
offers tools for brands to optimize the way they interact with
users. Adobe’s new deep linking capability within Adobe
Marketing Cloud allows brands to send content or promotional offers
that will take the customer directly to the appropriate page within
the app itself, if it’s installed, eliminating multiple steps and
providing a better consumer experience.
New OTT Offering
- Adobe unveiled new capabilities in
Adobe Primetime that extend the solution to OTT platforms
and make it easy for TV networks and pay-TV providers to deliver
more personalized TV and ad experiences directly to consumers
across Apple TV, Microsoft Xbox, Roku and other connected devices.
Through the integration with Adobe’s digital marketing solutions,
content providers can now acquire, engage and monetize
audiences.
Data Science & Sneaks
- Adobe also announced a series of new
data science capabilities including Smart Tags, a TV
Recommendation Engine, Automated Insight for Advertising, and email
optimizations through Predictive Subject Lines. These capabilities
further advance the use of algorithms. The new algorithms simplify
the process of extracting insights from billions of data points to
help marketers make better business decisions and benefit from
recommendations and predictions they didn’t even know existed.
- Adobe will also be offering several
"Sneaks" at Adobe Summit – previews of groundbreaking ideas
and technologies percolating inside Adobe labs. One such Sneak: an
early look at Adobe Experience Design CC paired with Adobe
Experience Manager Mobile to allow designers to take UX designs of
mobile apps to production.
For additional announcements and news about Adobe Summit, visit
the Adobe Conversations blog.
About Adobe
Adobe is changing the world through digital experiences. For
more information, visit www.adobe.com.
© 2016 Adobe Systems Incorporated. All rights reserved. Adobe
and the Adobe logo are either registered trademarks or trademarks
of Adobe Systems Incorporated in the United States and/or other
countries. All other trademarks are the property of their
respective owners.
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AdobeMelissa Chanslor, 415-832-5489chanslor@adobe.comStefan
Offermann, 408-536-4023sofferma@adobe.com
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