When Mexico’s Editorial Televisa, a giant publisher of Spanish-language magazines and content distributor in Latin America, decided to produce digital magazines as well as print, they chose Adobe software to make the transformation.
Starting in 2013, Editorial Televisa began using Adobe Digital Publishing Suite (DPS), a set of tools that media and business publishers employ to create content for tablets, smartphones and the Web. The Mexican company, a pioneer in Mexican digital media, was publishing six digital magazines in May 2013, soon after implementing the Adobe system. Currently it is publishing 20 with the Adobe software.
This is just one of Adobe’s big customers in Latin America, a region where the six professionals in Adobe’s Coral Gables office are selling and supporting a wide range of products and services.
“The outlook for Adobe in Latin America is very good,” said Marta Clark, Adobe’s Miami-based vice president for digital media in Latin America and the Caribbean.
“With the growth of the region’s middle class, more people are adopting new technology and using mobile devices that employ our technology,” said Clark, who was born in Colombia and joined Adobe in 1998.
Adobe began selling its products and services in Latin America in 1996, and opened its South Florida office two years later. It currently has over 60 employees in the region, with most working at offices in Mexico and Brazil. Brazil and Mexico are Adobe’s largest markets there, followed by Chile and Colombia.
“The Miami office was opened to manage the Miami-based distributors selling into the Caribbean and Central American regions,” said Clark, who earned a bachelor’s degree in computer science from Colombia’s Politécnico Grancolombiano and graduated from the Kellogg School of Management’s Women’s Senior Leadership Program at Northwestern University. Managers at the time started to move to Miami from Seattle, Mexico and Brazil to handle the link between the region and corporate functions, she added. Since then, the market has expanded.
Today, the top people in Latin America are mobile and travel frequently throughout the region.
Customers in Latin America can obtain Adobe products from Adobe.com, from regional partners (distributors) or, in the case of large enterprises, directly from Adobe.
Clark pointed out that customers can purchase Adobe products, but the trend now is toward subscriptions. This means clients will obtain constant updates to their products or services, while Adobe will have a recurring revenue stream from subscriptions.
Based in San Jose, California, Adobe is one of the world’s largest software companies, with over 12,000 employees worldwide.
Adobe’s worldwide sales were more than $4billion in 2013, with 53 per cent of the total coming from the Americas, which includes the U.S., Canada, Latin America and the Caribbean. The company does not make public separate revenue figures for the Latin America and Caribbean division.
Products like Adobe Acrobat and Adobe Photoshop are probably familiar to most users of computers. More than 90 percent of creative professionals across the globe use Photoshop, according to Adobe.
But the company also offers Latin American customers a wide range of other products and services — including cloud-based software, programs for videos, high-quality images and apps — for creative professionals, publishers, e-tailers, digital marketers, advertisers and others. Some of these products are Illustrator (graphics software), InDesign (professional page layout software), Adobe Premiere (video editing tool) and Dreamweaver (web development software).
The company’s two main business segments are digital media (products for individuals, professionals and businesses) and digital marketing (for a range of business clients).
Digital media is Adobe’s largest sector in Latin America, Clark said, but the company sees excellent growth opportunities in digital marketing, a division the company built through a series of acquisitions.
Digital marketing — which covers analytics, social media marketing, social media monitoring and targeting — helps businesses know what’s going on across the Web and how to best position themselves.
Consumers want personalized content online and use multiple devices and channels. E-tailers and other businesses with an online presence need to know how they can best attract customers, make sales and retain clientele.
For example, e-tailers using Adobe marketing tools can find out much faster which products are popular online and which are not, monitor larger numbers of items and improve the customer experience, the company says.
Marketers, advertisers and publishers also can use Adobe marketing tools to improve their e-commerce businesses.
In Brazil, the second largest online retailer, Sao Paulo-based Novo Pontocom, uses Adobe Analytics and the Adobe Marketing Cloud. This giant e-commerce firm had problems with obtaining detailed data quickly on how customers and potential customers responded to their products and services.
After implementing Adobe’s analytics program, the company could monitor 600,000 items (up from 20,000 previously) with the same IT staff. In addition, it could receive rapid, updated information on how customers react to certain products — those in greatest/least demand, market trends, delivery issues, etc. Using this information, Novo Pontocom said it was able to swiftly change online promotions and campaigns, and boost revenues.
In Latin America, as in the rest of the world, Adobe has a legion of competitors. In digital media, Adobe battles with Apple, Microsoft, Autodesk, Avid Technology and others. For the digital marketing sector, competitors include Google, IBM, Oracle and Salesforce.com.
But Adobe is growing in the region, Clark said, as more people and companies demand new digital solutions. “We are selling all our digital media and marketing solutions in Latin America and the Caribbean,” she said. “Customers want our technology.”
José Luis Carrete, Editorial Televisa’s regional digital director, explained why his company chose Adobe for the digital conversion:
“First, our team was familiar with Adobe tools, and we thought that would be a plus when using Adobe DPS, since it would be compatible with our systems and workflow. Second, we saw DPS as a scalable tool for the digital content business, backed up by a quality company like Adobe. And third, our partners in the most prestigious editorial companies in the U.S., like National Geographic and Hearst, had been using Adobe … We got feedback from them which made the decision a lot easier.”