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Tuesday, 11 February 2020 12:52

Adobe pushes growth in ANZ market with launch of Adobe Experience Platform Featured

Suzanne Steele, Adobe managing director Australia, New Zealand Suzanne Steele, Adobe managing director Australia, New Zealand

As part of its growth strategy for the Australian and New Zealand markets, Adobe has launched Adobe Experience Platform built on Microsoft Azure’s data centre infrastructure in Australia.

Adobe said on Tuesday that the move will allow Australia and New Zealand businesses to access Adobe Experience Platform, the industry’s “first real-time, enterprise-grade platform for Customer Experience Management (CXM)”, to deliver “great customer experiences at scale”.

“Australia and New Zealand businesses can also take advantage of the various services and applications it supports, such as Real-time Customer Data Platform (CDP) and Adobe Experience Manager as a Cloud Service. Leading brands including Tabcorp are already taking advantage of the local data centre to use Adobe Experience Platform.

“The Microsoft Azure Australia data centre will enable Australia and New Zealand businesses to have access to Adobe’s latest innovations faster and more efficiently. It also allows brands to keep critical customer information – including personally identifiable information – on-shore. For many organisations this is required to comply with certain privacy and data sovereignty legislation. For others, it simply offers peace of mind,” Adobe said.

“The investment in this new data centre forms part of a larger commitment Adobe is making in the region,” said Suzanne Steele, Adobe Managing Director, Australia and New Zealand.

“Australia and New Zealand businesses are innovative and forward-thinking. They understand that to drive more business value, they need to deliver personalised experiences at scale, and are willing to invest to achieve this.

“Since the launch of Adobe Experience Cloud almost three years ago, we’ve seen a majority of our local banks, telcos, airlines and other major brands adopt Adobe as their gold standard for marketing technology. We expect this to continue, and therefore are investing – both in terms of local support and technical innovation.”

According to Adobe, its Australia and New Zealand business is one of the fastest growing regions for the company, with double digit headcount growth year-on-year for the last three years.

To support this and future growth plans Adobe says it has expanded its Sydney office to add 2787 square meters, and combined with a shift towards a more agile working space, has doubled the number of seats available in the Sydney office.

“Adobe’s Melbourne office will also relocate to a new and larger space at the end of the year, located at 101 Moray Street, South Melbourne, providing additional space for more desks, meeting spaces and breakout areas,” said Adobe.

“This year, Adobe’s premiere digital experience conference held in Sydney, Adobe Symposium, is expanding to become Adobe Summit for the Asia Pacific region. Adobe Summit Asia Pacific, one of only three Adobe Summit’s in the world, recognises the swift digital transformation taking place in customer experience management, marketing automation, analytics, advertising and commerce across Asia Pacific.

“In New Zealand, Adobe recently appointed Colin Rebairo as the country manager. Rebairo brings more than 20 years of experience in business transformation, as well as CX and marketing automation, and is building a New Zealand team to provide the tools local businesses need to design and deliver compelling digital experiences.”According to Adobe, the introduction of the local data centre means that Australia and New Zealand businesses can access its latest innovations faster and more simply.

“This includes Adobe Experience Platform, an open and extensible platform, bringing customer data points together in real time from disparate applications across the enterprise. By helping bridge marketing and IT silos, brands can find meaning in disparate data sets and achieve a more holistic customer view seamlessly, complete with out-of-the box governance tools.

Tabcorp, a world-class diversified gambling entertainment group listed on the ASX, has been an early adopter of Adobe Experience Platform and is using it to enhance the impact and efficiency of customer communications.”

Luke Waldren, Executive General Manager – Marketing, Customer and Product for Tabcorp’s Wagering & Media business, said: “Our business strategy is grounded in understanding our customers and delivering superb experiences”.

“To achieve that, we are using technology to enhance our digital and data capability. Adobe Experience Platform is a critical piece of the puzzle, bringing data from different parts of the business together to give us a more accurate view of our customers in real time.

“We are analysing and acting on millions of data points to ensure we are providing the best and safest environment for customers. Adobe Experience Platform is helping us achieve that goal with an increased level of certainty and accuracy. As it is an open platform we can connect it to our existing technology and enhance those investments as well.”

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Peter Dinham

Peter Dinham - retired in 2020. He is a veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).

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