Story image

Adobe aids in digital transformation

27 Jul 15

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.

Soul Machines' virtual humans go mainstream
An Auckland AI firm renowned for its work creating ‘digital humans’ is now unleashing its creativity to the wider market.
Hands-on review: The Logitech R500 laser presentation remote
With a clever ergonomic design, you’ll never have to glance at the device, unless you deliberately look to use the built-in laser pointer to emphasise your presentation.
GCSB welcomes Inspector-General's report on intelligence warrants
Intelligence warrants can include surveillance, private communications interception, searches of physical places and things, and the seizure of communications, information and things.
Lightning Lab accelerator delves into tourism
“It’s great to see the tourism sector taking a proactive and collaborative approach to innovation."
Apax Partners wins bidding war for Trade Me buyout
“We’re confident Trade Me would have a successful standalone future," says Trade Me chairman David Kirk
Verifi takes spot in Deloitte Asia Pacific Fast 500
"An increasing amount of companies captured by New Zealand’s Anti-Money laundering legislation are realising that an electronic identity verification solution can streamline their customer onboarding."
Homegrown stress relief app to be launched next year
Researchers at the University of Auckland and an Auckland-based creative agency are working together to create a ‘world first’ app that they believe will help with stress relief.
How blockchain will impact NZ’s economy
Distributed ledgers and blockchain are anticipated to provide a positive uplift to New Zealand’s economy.