Adobe on a different course in India

Globally, Adobe is moving its business to the cloud, with the launch of cloud-based services and applications accessible on multiple devices (handhelds to tablets), but in India, it is betting on traditional packaged software and new business verticals to take it through 2012.

Adobe's Umang Bedi, managing director (sales and marketing), South Asia, said, "While we have realigned our business into digital media and digital marketing verticals, we aren't taking cloud solutions to Indian clients or partners, as we believe bandwidth is still an issue in India."

Earlier, Adobe had conducted tests to find the over-the-air download speeds for its products and realized that even on 3G connections, downlink speeds were an issue in the metros and tier-I and tier-II towns. It then decided to put its cloud-based software sale strategy on hold for another three-four years in India.

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Acknowledging the potential of seven million internet users in India, Bedi added that Adobe will build an online marketplace for its software to enable customers to buy the products. "If genuine software is easily accessible, piracy levels will fall. Creating an online store in India is, hence, on the company's radar this year," he said.

Last October, Adobe announced the launch of Creative Cloud, an online offering of services and applications for making, publishing and sharing creative output across platforms. Creative Cloud, expected to release in the first half of 2012, is said to have the same tools as those in Creative Suite 6 desktop programme, Adobe Touch Apps and a few other services. Subscription to Creative Cloud will start at $49.99 a month (almost Rs 2,555).

Bedi pointed that in India Adobe continues to grow as far as its penetration of packaged software in the top 300 companies in verticals like media and entertainment, banking, financial services and insurance and telecom is concerned. "The emergence of India as a preferred destination for video post-production means a growing appetite for Adobe's creative software," he said. Bedi added that in 2012 Adobe will expand its reach to newer verticals such as online, offline retail and healthcare. Adobe expects to attract new customers and increase recurring revenue through licence fees.

While Adobe's digital media business centres on content creation and publishing, its digital marketing business is focussed on enabling customers to enhance their digital experiences. Bedi said, "We have developed and customised solutions to empower companies to publish content. Clients have asked to personalise digital experiences. We have helped them achieve this."

Fine-tuning its products to suit Indian businesses is a priority. Adobe developed local fonts for its software when customers insisted, it expanded its partner network (when told its software was not easily available in retail stores) and products like an online screenwriting tool and Adobe Story were instant hits, claimed Bedi.

The company has also tied up with leading OEMs in India to pre-bundle its software on PCs, enabling SMEs to purchase software easily.

Bedi says Adobe is set to expand its reach in India by appointing regional territory managers in newer cities like Hyderabad, Chandigarh and Ahmedabad.

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It is also rolling out its third generation partner programme called Adobe Partner Connection in March.

In India, Adobe has tied up with six leading digital marketing agencies to develop solutions for businesses. "Video analytics tools, ad monetisation tools and multi-platform content management solutions are expected to be big in the near future," said Bedi. Adobe has acquired privately held Efficient Frontier, a leader in multi-channel ad buying and optimisation, to build its digital marketing business.

Besides, it is also looking at driving a multi-channel campaign management, enabling marketers to make informed decisions on all aspects of a marketing campaign, from search to email to display advertising.