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    Innovations at Adobe SUMMIT to Empower Indian Businesses to Deliver Personalized Customer Experiences at Scale, says Prativa Mohapatra, Adobe India VP & MD

    Synopsis

    Digital is at the heart of everything today. The rise of the digital economy and conversation around the metaverse indicate what people do in the physical and virtual world are blurring.

    Prativa Mohapatra, Vice President & Managing Director, Adobe India - 2ET Spotlight
    Economictimes.com spoke to Prativa Mohapatra, Vice President & Managing Director, Adobe India on the role of digital in enabling business transformation and powering the economy. Here are excerpts from the interview:

    ET: How has the role of digital evolved over the last few years?
    Prativa Mohapatra, Vice President & Managing Director: Be it the global health crises that remain a concern, or the humanitarian crises unfolding in Ukraine – the world has been through a lot in recent times, and we’ve seen the power of digital in connecting as well as enabling us. There’s been a profound shift in work, learning and entertainment. With the digital economy unfolding - customers love online shopping, tele-health is now common, students are learning from anywhere, workplace collaborations are happening real-time, and people are making connections through immersive virtual experiences like games, music concerts etc. We are using digital to do things we used to only do in the physical world. The conversations on the metaverse also show us that the lines between what people do in the physical and virtual world are blurring.

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    These enormous shifts to digital have been a catalyst for us all to reimagine what the future will look like – people are rethinking life choices, businesses are reinventing themselves, many are exploring new ways of monetising content in the creator economy. I am excited to see how technology will unfold in the near and long term.

    ET: As ‘the digital experiences company’, what role has Adobe played in helping the world adapt to the fast-evolving world of enterprise technology?
    Prativa Mohapatra, Vice President & Managing Director: Adobe has pioneered three leading categories within the Digital Technology Revolution – creativity (Adobe Creative Cloud), productivity (Adobe Document Cloud), and customer experience management (Adobe Experience Cloud).

    Let me share why the opportunity on Adobe Experience Cloud in businesses excites us. Having pioneered customer experience management technology, a decade ago and even more so through the last few years - we’ve grown to expand the value we deliver to our customers. We’ve focused on the needs of the CDO and CMO and expanded on how we can help the CIO leverage the power of digital.

    Over the last few years, the sheer magnitude of the changes in the world has been absolutely massive. For businesses, the topic of digital transformation is dominating boardroom conversations, as we are all discussing how to capitalise on the enormous opportunity for the digital economy. This goes far beyond selling online, and steps into how we contribute to society, build sustained trust and earn customer loyalty. This is where Adobe Experience Cloud delivers what the market needs most. It is a complete unified set of applications designed to optimise all aspects of the customer journey, and the core of our ongoing innovation in this area is Adobe Experience Platform which harnesses billions of customer profiles and trillions of transactions at every customer touchpoint.

    ET: Adobe SUMMIT is known for bringing the latest digital experience technology trends to the fore. Tell us what Adobe has announced this year.
    Prativa Mohapatra, Vice President & Managing Director: Adobe SUMMIT was all about discussing how businesses must redefine how they engage with customers and deliver digital experiences at an unprecedented scale. Our call to action is to make the digital economy personal.

    At the heart of every great experience is an emotional and personal connection – and great content can make that happen. There are a lot of aspects to consider there. For the experience to be right, we need to understand the context, develop the message, and deliver it through the right vehicle. Customer journeys need to be seamless across multiple touchpoints. For end customers, this means a satisfying experience, and for businesses, it is the key to being responsive to customers.

    We’ve announced a host of innovations at SUMMIT to help our customers move forward in this direction. These innovations empower businesses to build and deliver personalized customer experiences at scale, with accelerated content velocity, seamless customer journeys and real-time customer data from Adobe’s enterprise-grade customer data platform (CDP), Adobe Real-Time CDP (RT-CDP).

    ET: Tell us about Adobe’s India setup, and your vision as its new business leader.
    Prativa Mohapatra, Vice President & Managing Director: Celebrating 20 years of our operations in India this year, it is humbling to look at the impact that Adobe and our 7000+ workforce is making in enabling India’s journey on digital transformation. India is a strategic market for Adobe India having built a strong business growth across enterprise and consumer segments. Our three industry-leading cloud offerings are more mission-critical than ever before, and we are witnessing great growth momentum across all 3 of them. To give an example, our industry-leading solutions like Adobe Analytics, Adobe Experience Manager, and Adobe Commerce are powering digital businesses across India and giving them everything that they need to design and deliver great customer experiences. We have seen some great traction across industry verticals with HDFC Bank, ICICI Home Finance Company, Nykaa, Tata CLiQ, Odisha Tourism, Tata Motors, Tata Capital, Bajaj Allianz, Nippon India Mutual Funds, being our customers, to name a few. From an innovation standpoint, over 1/3 of the innovation emerges out of the country with AI as the foundation for all developments.

    ET: Data is the new oil of the digital economy. What do you believe will be the guiding force behind driving customer data?
    Prativa Mohapatra, Vice President & Managing Director: In this increasingly digital world, data is an invaluable asset for individuals, marketing functions and businesses at large. However, as you know, the phasing out of third-party cookies is shaking up digital marketing like never before. Now though, by focusing on the data you own, you can create new opportunities to deliver personalised experiences in real time to all the right audiences — so they get value, feel valued and become long-term, loyal customers.

    This is where Adobe comes in. Adobe has led the way in these efforts with its Real-Time CDP (customer data platform), which allows brands to leverage first-party data across Adobe applications.

    Now while data plays a starring role, it is ‘trust’ which is at the heart of any interaction between a consumer and a brand. The Adobe Digital Trends Report we recently released validates the complexity of the regulatory environment surrounding customer data privacy across the world. It is the need of the hour for industry leaders to ensure continued collaboration to drive an active change in this direction.

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    (This article is generated and published by ET Spotlight team. You can get in touch with them on etspotlight@timesinternet.in)
    The Economic Times

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