Adobe’s key markets in Southeast Asia (SEA) are Singapore, Malaysia, and Thailand, and it also covers the Philippines, Indonesia and Vietnam. Its Southeast Asia office currently operates out of Singapore, where it engages customers through a combination of channels based on the nature of their business, their preferences, and needs.
“We have an enterprise sales team,” says V. R. Srivatsan, Adobe’s managing director for Southeast Asia, “supported by solution consultants and customer success managers, that engages customers directly by territory, by industry, and by solution.”
A channel sales team works closely with the company’s channel partners in each market for broader engagements, as well as an an e-commerce platform – Adobe.com – for their Creative Cloud consumers and SMB business.
Adobe also has in-country channel and training partners as well as an offshore customer support team that cater to individual markets per their different needs. “In short, we are there where the customer needs us, and we deploy resources where they make the most sense.”
On top of that, Adobe organizes webinars and face-to-face events such as Adobe’s Make IT roadshows and Education Seminars, Symposium, Digital Marketing Innovation sessions, as well as in-account ‘Adobe Days’ to share the latest updates with our customers.
- DIGITAL TRANSFORMATION
- BRAND BUSINESS, PEOPLE BUSINESS
- GOING LOCAL
- BEST EFFORTS
Digital Transformation
“Digital transformation is at the heart of every organization today – that is a common trait we have seen across all our customers regardless of geography,” Srivatsan declares. The main difference lies in the varied levels of industry focus, maturity, and the rate of digital adoption in each market.”
When it comes to digital and technological readiness, especially for cloud-based solutions such as Adobe’s, Singapore, Malaysia and Thailand are more matured markets. Consumers in these markets are also highly adept at digital interactions and often moving to digital platforms faster than brands can follow.
Thus, Adobe’s customers in these markets are eager to move forward quickly in their digital transformation, together with strong support from their government, and Adobe has established solid partnerships with global and local brands in each of these countries.
“The Philippines, Indonesia and Vietnam are coming up fast as well, and we expect to see significant growths from these countries in the coming years – from both public and private sectors. Taking a customized, localized approach in our engagement with customers in each market, and leveraging best practices from earlier successes, help us meet the different needs of our customers.
- DIGITAL TRANSFORMATION
- BRAND BUSINESS, PEOPLE BUSINESS
- GOING LOCAL
- BEST EFFORTS
Brand Business, People Business
“The software business is a brand business, as much as it is a people’s business,” Srivatsan emphasizes. “Leading with a strong and trusted global brand is certainly an advantage as customers have confidence in what Adobe can deliver. This enables us to leverage our customer successes globally and demonstrate that same value in the region, as well as locally.”
For Adobe Document Cloud and Creative Cloud, apps such as Acrobat, Photoshop, Lightroom and InDesign have been well-loved by the company’s customers for decades, Srivatsan points out. “In fact, we are celebrating Adobe Premiere Pro’s 25th, and Adobe Illustrator’s 30th anniversaries this year.”
Adobe Marketing Cloud, on the other hand, is used by more than two-thirds of Fortune 50 companies today; and in the last year alone, processed over 71 trillion transactions.
“Adobe is a brand that is backed by a strong legacy that continues to innovate, and I strongly believe in our mission to change the world through digital experiences – one that speaks right to the heart of businesses everywhere.”
- DIGITAL TRANSFORMATION
- BRAND BUSINESS, PEOPLE BUSINESS
- GOING LOCAL
- BEST EFFORTS
Going Local
Localization is fundamental to Adobe’s business, not just in terms of geography but more so in terms of how it caters to customers’ varying needs. As each customer has different requirements, regardless of geography and language, Srivatsan adds that Adobe’s products must address customers’ pain points and provide to them.
“To keep up with changing needs, it is important that Adobe continues to innovate, and constantly demonstrate and deliver value to our customers.”
One of the ways Adobe differentiates itself is through investment in customer success, explains Srivatsan: “We have a dedicated team of customer success managers that works closely with customers across geographies and industries to ensure that the value of our solutions is well demonstrated through customized proof-of-concepts and value engineering. This helps our customers understand how they can use our solutions to realize value, and improve their own outreach and customer experience.”
- DIGITAL TRANSFORMATION
- BRAND BUSINESS, PEOPLE BUSINESS
- GOING LOCAL
- BEST EFFORTS
Best Efforts
Srivatsan is visibly proud of Adobe’s achievements in helping its customers. “We are in the business of transforming the world through digital experiences. Every boardroom is now talking about how they are transforming themselves and Adobe is helping our customers do that with the aim of delivering better experience for their customers.” But it does not end there.
“Consumers today are interacting across many devices – from mobile phones, to tablets, to Internet televisions, car dashboards, and smart watches – and they have higher expectations than ever before.” They want relevant content and personalized experiences delivered to them in real-time, adds Srivatsan, as and when they want it.
“User experience, or customer experience, as Adobe defines it, is the new competitive advantage for businesses. Brands that are laser-focused on customer experience at every touch point are already pulling ahead of competitors.”
At the heart of Adobe’s innovation is Adobe Sensei, explains, Srivatsan. It is a new framework and set of intelligent services spanning the entire Adobe cloud platform that uses artificial intelligence (AI), machine learning, and deep learning capabilities to help businesses tackle complex experience challenges in the design, document and marketing fields, where only Adobe has decades of deep domain expertise, data and market leadership.
Adobe Sensei is one of Adobe’s biggest strategic investments for continued innovations and efforts in understanding and delivering the right customer experience, which in turn helps our customers deliver the same.
“Adobe is constantly advancing the state of the art for content creation, driving digital transformation of industries and powering experiences with intelligence. We are always pushing our boundaries to become more innovative, to provide solutions to help our customers work better and smarter.
“We increasingly move our solutions towards a sentient, cloud-based future, making tools natively available and accessible on any platform, from any place. Machine-learning, AI, mobile and new technologies around Augmented Reality (AR) and Virtual Reality (VR) are areas of focus for our business, and you’ll see more developments in the pipeline across Adobe Creative Cloud, Marketing Cloud and Document Cloud that are strongly aligned with these areas."
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