Adobe aids in digital transformation

Adobe has a long history of providing software tools for every step of the creative process. Now, the company is focused on helping users transition to the digital world.

"We're focused on enabling the digital experience from beginning to end," says Chris Skelton, Adobe managing director Australia.

"It's about being able to use our three cloud offerings, Creative Cloud, Marketing Cloud, and Document Cloud, to make or publish content, effectively manage it, measure the audience and see how to effectively monetise it.

"We're reimagining the creative process from beginning to end," he says.

"The digital experience is about two things: the emotional connection and delivering it in a relevant, real-time, personal way.

"If we're able to help an organisation do that more effectively then we've done what we've set out to do, which is provide that full experience," he says.

A key part of the digital transformation is mobility, and enabling organisations and creatives to work in a mobile environment, Skelton says.

This year, Adobe has rolled out a range of new offerings that fit with this approach.

Adobe Document Cloud, a document management solution for office and home devices, was launched with an all-new Adobe Acrobat DC in April of this year.

The PDF solution now has a touch-enabled interface and companion mobile apps. On top of this, free e-signing is now available for every subscription as part of both Document Cloud and Creative Cloud.

The 2015 release of Creative Cloud includes major updates to Adobe's desktop tools, including Photoshop CC, Illustrator CC, Premiere Pro CC and InDesign CC; as well as new connected mobile apps for iOS and Android.

At Summit 2015, the company's annual digital marketing conference, Adobe unveiled two new Adobe Marketing solutions - Adobe Primetime, the multi-screen TV platform, and Audience Manager, Adobe's fast-growing data management platform - as well as new capabilities in Adobe Campaign and Adobe Analytics.

Skelton says 'digital transformation is valid for everybody', and Adobe is well engaged with with a range of industries, including education, large commercial organisations, and government.

New Zealand is a key market for Adobe - the company holds events around the country and maintains a focus here.

"New Zealand customers are the same as any other customer. The market is moving on, people don't talk about what digital is anymore, they talk about how to do it.

"The conversations I'm having now are more about the how, not the what. We're excited about what organisations in New Zealand are doing," says Skelton.