Adobe to 'unlock creative' in Asia with enterprise strategy push

Adobe plans to shift its focus to South East Asia, India, and Korea, after seeing strong growth in Australia with its Creative Cloud and Marketing Cloud products.

Adobe's two lines of cloud businesses, Creative Cloud and Marketing Cloud, have been the key drivers for the company's growth in Australia, according to newly-appointed Adobe Asia Pacific president Paul Robson , who expects to extend this success to other parts of the Asia Pacific region.

Robson said since Adobe transitioned its software to the cloud, Creative Cloud has seen a strong growth in subscriptions across Australia and New Zealand, particularly when the switch from a perpetual licensing model to a subscription-based one was made.

"Since we've launched, about 98 percent of our customers are choosing to purchase Creative Cloud and that talks to the benefits of not just having licensing of the technology, but also the services and support that goes around the Creative Cloud technology stack," he said.

Robson also noted Adobe's Marketing Cloud has helped the company established "deep engagements" with local organisations, including Telstra and the Commonwealth Bank, as they work through their digital transformations. Marketing Cloud is a six tier technology stack made up of Adobe Analytics, Target, Social, Media Optimiser, Campaign, and Experience Manager.

"The Australian market is a very mature market that is focused on digital transformations, so we have conversations with companies around mobility, attribution, personalisation, and how digital can drive change in an organisation, and enhance their engagement with their customers," he said.

The move to the cloud by Adobe forms part of the company's enterprise engagement strategy, which Robson said he hopes to be able to take it countries in Asia to drive a "deeper, more strategic relationship and engagement with customers in enterprise and government".

"The Australian market for us was the first market in the region where we drove a heavy enterprise strategy," he said.

"If you think about the pace of change businesses have gone through in Australia, which is the largest market for us in Asia, my first priority is to take a lot of those learnings and those experiences and execute the same strategy in other markets.

"Adobe is unique because Australia is the large market outside of Japan in the Asia region, but obviously we have significant opportunities in South East Asia, India, and Korea, as well as China and Hong Kong."

There also plans to "unlock creative" in businesses in the Asia region to encourage more "efficient and productive workflow".

"We're still seeing a very heavy focus from organisations around what is the best way to unlock creative in their business," he said.

"For many, Adobe supports staff with creative technology, with products like Photoshop, InDesign, and Illustrator, so enterprise companies can engage with their advertising agency in a digital format and to share files."

Adobe is one out of a handful of tech companies that have been criticised in the past for charging Australian consumers a higher premium than US consumers. Adobe managing director for Australia and New Zealand Paul Robson previously told Australia's IT pricing inquiry that the price difference is to provide a "personalised experience" to users, and it's a way to track the company's revenue within the region.