Adobe Asks: Is Your Company an ‘Experience Business’?

The next evolutionary wave in enterprise software will require companies to reinvent themselves as "experience businesses," Adobe said today upon unveiling several new offerings during the kickoff of its Summit 2016 digital marketing conference in Las Vegas.

Experience businesses are organizations that can "create a personalized, compelling customer experience at every link of the relationship, from Web sites and mobile apps to retail environments," according to Adobe.

Among the new products Adobe announced today to support that trend were an updated Adobe Marketing Cloud with a "Device Co-op" network, improvements to its Adobe Cloud Platform and partner/developer program, a new over-the-top offering for TV programmers and new data science capabilities for digital marketing.

Customers Expect Personalized, Synchronized Experiences

As part of the kickoff to the summit, which runs through Thursday, Adobe released a study based on two online surveys it conducted earlier this year of device owners and digital marketers. The "Marketers, It's Time to Get Personal," study found that 76 percent of consumers want mobile and Web-based apps that "are automatically personalized to fit their needs when they use them."

Adobe's surveys also found that 79 percent of consumers -- and an even higher proportion of millennials (90 percent) -- switch from one device to another at some point while engaging in online activities. Two-thirds of respondents said they found it frustrating when the content they accessed was not synchronized across devices.

According to Adobe, we are now in the third deployment wave of enterprise software, which involves rolling out personalized and digital services. The first two waves were for back-office (payroll, accounting, etc.) and front-office (data streamlining for customer interactions) applications.

"Every company should be obsessed with the quality of the experiences they are delivering to their customers," Brad Rencher, executive vice president and general manager for Digital Marketing Business...

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