“We treat our Channel as an extension of Adobe”

By VARINDIA - 2010-02-18

“We treat our Channel as an extension of Adobe”

What are your major plans for the year 2009?
In 2009, we will continue to innovate and bring out the best products. We will focus on creative suite, acrobat, flex, flash platform, and other products. We are planning to increase our breadth of partners across India, especially in tier-II cities.

Brief us about your key focus in India?
In India, from a sales and marketing point of view, we cater to all creative segments like design, print, web, rich Internet applications development, post-production and broadcast. Acrobat is an all-pervasive technology with Adobe Acrobat being a de facto PDF standard across all segments. Through various programmes, we are trying to educate our customers on Acrobat usage for collaboration, combining of various file formats and other features of Acrobat, which make professionals more productive in their respective work environments. Education is also an important segment for us, especially given that alternate careers are important today and more and more students are taking to creative professions. We are also working with government on various e-governance projects, MCA and passport being the recent ones.

What is your go-to-market strategy to boost business?
We are increasing our reach to the market by increasing our breadth through authorized resellers. We are running various marketing programmes for our customers across segments and partners. We are investing more in partner enablement. We are also in the process of starting inside sales to increase our reach to end-customers.

How many channel partners are you currently working with?
We have geographically well distributed 75 resellers. Do you have any expansion plans? Adobe sales happen through channel. We treat our channel as an extension of Adobe. As mentioned, we are looking at extensive expansion and enablement of our channel across the country. We see a lot of businesses now coming up in tier-II cities are we are very keen to support these businesses by having our channel partners located closer to them. We are looking at adding 25–30 more partners in this year.

What are the compelling benefits Adobe provides to its partners?
Our products are mission-critical for creative segments. We provide our partner with tools and training to be able to work better with our prospects and customers. We run regular refreshers sessions for technical and field sales people at all out resellers. There are other additional incentive schemes which we run on a quarterly basis to drive channel sales.

How do you plan to put a check on software piracy?
According to BSA, the piracy rate in India is 69%. We are continuously working with our customers to educate them about the benefits of using legal software. We are running quarterly campaigns for this. We also work very closely with BSA and partner with them to reduce piracy. We have recently put together a software legalization team in India, with regional presence who works with partners and customer to drive purchase of legal software.

What are the verticals that are driving the growth for you?
Education, Government, IT/ITeS, video and broadcast and outsourcing of creative content.

What is your market share?
We enjoy the biggest chunk of market share, because everybody uses Acrobat, Photoshop, Dreamweaver, Flash and other products. With software legalization drive, we will further consolidate our presence.

How will you achieve the desired market share?
As I already discussed earlier, the challenge is not to achieve a certain market share, but it is to fight piracy in the country.

What are the growth opportunities for you?
Our growth opportunities, or our focus for 2009, are use of technology in education, e-governance, print industries, movies – as India creates more movies annually than any other country in the world, outsourcing, etc.

How are you going to tap the Indian market?
We are constantly working to develop innovative products to reach customers. Explosion of mobile devises has happened in India. There are more mobile phones connected to web than laptop or desktops. We are working towards making the mobile phones users experience more exciting and bring the richness and complication of application to the their screen. We are also working on a uniform platform across devices. We are also focussing on e-governance. In fact, we are working with Government on some e-Learning projects. Our other focus areas involve big content creation companies, print and publishing industry education, etc. And, we are successfully tapping these industries in India.

What are the product ranges you have to cater to this market?
All the products which are used globally are also for the Indian market. Our line of products includes: Adobe Creative Suite 4 Design Premium, Adobe Acrobat 9 Pro, Adobe Creative Suite 4 Master Collection, Adobe Photoshop CS4 Extended, Adobe Visual Communicator 3, Adobe Dreamweaver CS4, Adobe Fireworks CS4, Adobe Contribute CS4, Adobe Flash CS4 Professional, Adobe FrameMaker 8, Adobe Soundbooth CS4, Adobe Flex Builder 3.

How do you take up the competition?
Adobe as a company has always focussed on customers and their requirements. It has been our endeavour to innovate and develop technologies that enable them to deliver world-class output with ease and efficiency. As far as we are focussed on this, we will be successful.

What are the challenges before you and how do you plan to overcome them?
The biggest challenge for a company like us is to continue to innovate and create next- generation applications which deliver – and to deal with piracy. We have more developers and more contents than anybody else in the world. Therefore, we will continue to do what we do best and that is innovating.


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