Adobe Experience Platform is now available in Australia, launching this week on Microsoft’s local Azure cloud infrastructure. Adobe says Australian and New Zealand organisations will for the first time have access to the enterprise-grade customer experience platform which includes several services and applications.
The American company is also increasing its local investment, expanding its Sydney office and relocating the Melbourne branch to accommodate more staff. The Australian leg of its annual conference, previously known as Adobe Symposium, has been upgraded to the APAC leg of its global Summit series, just one of three around the world.
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Adobe Experience Platform will now run on a local Microsoft Azure data centre in Sydney. The new infrastructure allows ANZ customers access to the platform which has been available since March in the US and the ability to keep sensitive data like customer information onshore.
The local data centre also means Adobe’s Experience Manager product can now be offered as a cloud service in Australia.
Gartner considers Adobe’s offering the leader in the digital experience platform market, with the best combination of the analyst’s two key metrics: ability to execute and completeness of vision.
“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.”
Steele said she expects adoption of Adobe’s products locally to continue as the company announced it is also expanding its local footprint following double-digit headcount growth for the last three years.
Adobe’s Sydney office is being expanded to add 2,787 square metres while the Melbourne office will move to a larger space in South Melbourne at the end of the year.
Customer Data Platform
The marketing and creative software giant touted two Experience Platform products in particular in the announcement this week, a Customer Data Platform (CDP) and data governance tool.
“Real-time CDP built on Adobe Experience Platform brings known and unknown data together into a single unified profile and is virtually unrestricted in terms of raw data signals and consumer events it can collect, agnostically, from any source,” said Stephen Knowles, CEO and co-founder of Accordant Isobar, an Australian data-driven customer experience agency.
“This allows Australia and New Zealand brands to fully meet the demands of modern connected consumer expectations at scale, without fragmented data, complicated governance and inconsistent experiences,” Knowles said as part of the Adobe announcement.
Adobe says its data governance tool allows organisations to access “frameworks that help them enforce data usage policies and facilitate the proper use of their data to comply with regulations, obligations and restrictions associated with various data sets” as well as add their own though organisation specific data governance Adobe’s open architecture.