Adobe Summit 2016: Catching the 'Experience Business' Wave

By Darryl K. Taft  |  Posted 2016-03-25

LAS VEGAS—At the annual Adobe Summit here, the company announced a series of enhancements to its Adobe Marketing Cloud, which saw its largest quarterly revenues last quarter. Brad Rencher, executive vice president and general manager of the Digital Marketing Business at Adobe, said the industry is in what he refers to as the third wave right now. He described the first two waves as the back-office and front-office waves. The third wave, the "experience business" wave—which is focused on the consumer--is upon us, Rencher said. Adobe also introduced its new Adobe Marketing Cloud Device Co-op, a network aimed at enabling companies to work together to better identify consumers across digital touch points, including smartphones, tablets, desktops, laptops and other devices. Moreover, with more than 10,000 people in attendance, the conference also featured Oscar-winning actor and director George Clooney, "Silicon Valley" star Thomas Middleditch, actor and singer Donny Osmond and World Champion soccer player Abby Wambach, who addressed how their personal brands are evolving in today's digital world. Here's a look at highlights from the conference.


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