Henkel, the €32bn beauty care, laundry and home care and adhesives company, uses Experience Cloud for selling to both consumers and businesses. Adobe’s strong position among creative professionals should help it to penetrate this market further by cross-selling, while the broadening of its product offering via acquisitions should make the platform even more attractive. There is growing demand for an independent platform of digital marketing-related products. Plenty of room to growĪdobe’s Experience Cloud offers marketing and advertising products such as campaign management, digital marketing analytics and customer engagement. It is now building a strong position in cloud computing, through three strands: Creative (its creative applications) Document (storing, sharing and working with PDFs) and Experience (marketing and web analytics). Adobe dominates the creative market with products such as Illustrator (graphic design), InDesign (page layout for print), Dreamweaver (web development) and Premiere (film editing) among many others. The firm also produces Photoshop, a very popular image-editing tool that has become the industry standard for digital arts.īut these are just two of a wide range of products. Almost everyone has Adobe Reader on their computer to read these files. PDF (or portable document format) is used to present electronic documents in exactly the format that the creator wants. Most people have used Adobe PDF files at one time or another. Adobe ( Nasdaq: ADBE), a substantial company with a market cap of $234bn, is one such opportunity.
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