Adobe Digital Dialogue

Is Southeast Asia ready to make Experience its business?

Dig­i­tal trans­for­ma­tion has long been at the cen­ter of every board­room dis­cus­sion, and a busi­ness imper­a­tive today. In spite of that, 7 in 10 com­pa­nies in Asia Pacif­ic have yet to real­ly get start­ed on their dig­i­tal trans­for­ma­tion, sig­nal­ing a gap between expec­ta­tions and deliv­ery, and chal­lenges to be tack­led. In South­east Asia, the dri­ve towards dig­i­tal econ­o­my is strong­ly sup­port­ed by local gov­ern­ments and ini­tia­tives such as Thai­land 4.0 and the SME Go Dig­i­tal pro­gram in Sin­ga­pore. The ques­tion then is what’s hold­ing busi­ness­es back?

There is no lack of inter­est and exec­u­tive buy-in from busi­ness­es in South­east Asia to embark on dig­i­tal trans­for­ma­tion. The com­mon chal­lenge is where to start, and how to do it. Dig­i­tal trans­for­ma­tion is all or noth­ing, it is a process that goes across busi­ness func­tions from prod­uct design to sales and mar­ket­ing, through oper­a­tions and cus­tomer ser­vice. Mul­ti­ply that com­plex­i­ty with a gen­er­al short­age of dig­i­tal skillsets and applic­a­ble resources, and the result is often a daunt­ing under­tak­ing for many.

How­ev­er, there is a risk in stay­ing stag­nant. The rapid growth and adop­tion of dig­i­tal tech­nol­o­gy in South­east Asia have already put us at the fore­front of a trans­for­ma­tive shift in cus­tomer expec­ta­tions. The rise of big data, Inter­net of Things, and the pro­lif­er­a­tion of mobile devices, are no longer for­eign con­cepts to be observed from afar, but in fact, norms that now exist ubiq­ui­tous­ly, in the most ordi­nary dai­ly inter­ac­tions in our lives – putting ever more pres­sure on busi­ness­es to trans­form quick­ly to cater for the chang­ing needs of con­sumers, or become obso­lete.

Amazon’s recent announce­ment of their acqui­si­tion of Whole Foods is a tes­ta­ment to this tec­ton­ic shift brought about by the new Expe­ri­ence Busi­ness wave – one that’s all about con­nect­ing the dots in the cus­tomer jour­ney, div­ing deep into cus­tomer insights to antic­i­pate pref­er­ences and behav­ior, and ulti­mate­ly deliv­er­ing the per­son­al­ized expe­ri­ences beyond a great prod­uct.

Today, we are in the era of the Expe­ri­ence Busi­ness. Cus­tomers now seek to be under­stood, respect­ed and delight­ed at every touch­point, and Adobe is com­mit­ted to deliv­er­ing such engag­ing and per­son­al­ized dig­i­tal expe­ri­ences for brands across South­east Asia. Hav­ing pow­ered 91 tril­lion trans­ac­tions annu­al­ly across the globe for major brands across indus­try ver­ti­cals, Adobe is excit­ed to pave the way for brands in South­east Asia to trans­form into Expe­ri­ence Busi­ness­es of their own.

Join us this July and August, as Adobe brings togeth­er indus­try lead­ers from the region to share their dig­i­tal trans­for­ma­tion suc­cess­es at the Adobe Expe­ri­ence Forum 2017 in South­east Asia.

Don’t miss the inspir­ing keynotes and ses­sions fea­tur­ing a line-up of speak­ers includ­ing inno­va­tors, mar­keters and celebri­ties. Hear from Singapore’s Most Valu­able Brand, DBS Bank, as Pearlyn Phau, Man­ag­ing Direc­tor & Deputy Group Head of Con­sumer Bank­ing Group & Wealth Man­age­ment, shares how the bank has embraced dig­i­tal trans­for­ma­tion. Oth­er guest speak­ers include Howie Lau, CMO at StarHub; John O’Sullivan, Man­ag­ing Direc­tor & CEO at Tourism Aus­tralia; Win­ra­dit Kolasas­traseni, SVP Inno­va­tion at Dis­cov­ery Net­works Asia-Pacif­ic; Sulin Lau, Head of Mar­ket­ing Ser­vices at Max­is; and Ben Foo, CMO at Taylor’s Uni­ver­si­ty.

Get the tools and inspi­ra­tions to become an Expe­ri­ence Busi­ness at the Adobe Expe­ri­ence Forum in your coun­try. Reg­is­ter for the event today.

Adobe Expe­ri­ence Forum Thai­land
• Date: Wednes­day, 12 July 2017
• Loca­tion: Inter­Con­ti­nen­tal Bangkok
Reg­is­ter here

Adobe Expe­ri­ence Forum Sin­ga­pore
• Date: Tues­day, 25 July 2017
• Loca­tion: Grand Hyatt Sin­ga­pore
Reg­is­ter here

Adobe Expe­ri­ence Forum Malaysia
• Date: Tues­day, 8 August 2017
• Loca­tion: Le Méri­di­en Kuala Lumpur
Reg­is­ter here

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