Software maker is looking to expand into marketing and advertising
Sitting at Adobe Systems Inc’s office in the World Trade Center skyscraper in Beijing, Julian Quinn, the company’s vice-president for Asia Pacific, sees business opportunities in the buildings surrounding him.”China represents a huge business potential for Adobe as the nation’s cultural industry is booming,” Quinn said.The Asia-Pacific region is the fastest-developing market for Adobe in terms of revenue, with the momentum mainly driven by emerging markets such as China and India. Their fast-growing economies and large populations provide potentially huge audiences for entertainment and marketing content through digital media.On June 29, the company released the Chinese-language version of Adobe Creative Suite 6, the latest CS-series products including Photoshop, a globally renowned image-editing program.Good designing software should be able to help designers create great art as well as increase their effectiveness and save money, according to Quinn. “The CS6 enables Web designers to apply their work on various platforms so they do not waste time developing the same content for different operating systems,” he said. best site
Adobe became famous for digital content processing tools such as Flash and Photoshop but the company is poised to expand into another area – digital marketing, a service that will help advertisers to place their advertisements more effectively.”Advertisers know that only 50 percent of their advertising expenditure helps to generate profits but they have no idea which 50 percent,” said Quinn, adding that Adobe’s marketing service was designed to increase the effectiveness of advertising.Growing advertising expenditure may explain why Adobe is interested in the industry.Chinese advertisers spent 51.3 billion yuan ($8.1 billion) on Internet advertisements in 2011, up by 57.6 percent from 2010, data from IT research company iResearch Consulting Group showed. The figure could hit 187 billion yuan by 2015, iResearch predicted.Adobe has a long-term strategy for the China market. The company is beefing up its marketing teams to better service clients on the Chinese mainland, said Ng Yew Hwee, managing director of Adobe Greater China.
“As China’s economy leans more and more on the country’s demand, the mobile Internet and private consumption sectors are set to play an increasingly important role in boosting the demand,” said Ng. “That will certainly provide more business for Adobe.”The company hopes its digital media and digital marketing products will be a driving force in China’s culture industry as the nation issued plans to cultivate the market in an attempt to boost domestic consumption.