Adobe extends its partnership with Microsoft into China

The extended partnership will see Adobe’s Experience Cloud run on Microsoft’s Azure. Photo: AP

Adobe has announced that is extending its partnership with Microsoft into China to help brands deliver better personalised experiences to consumers.

The extended partnership, which was announced at Adobe Summit 2018, will see Adobe’s Experience Cloud run on Microsoft’s Azure. The two software giants will also work together with brands to help them envision and implement their integrated solutions.

Adobe and Microsoft will also integrate their respective data models, the ‘Experience Data Model’ and “Common Data Model’, into a standard data model that defines and unifies the language for marketing, sales and services data.

The standard data model will help align vast data sets across organisation to develop more complete customer profiles and eliminates the need to build and constantly update connectors between systems.

At Adobe Summit last year, both companies agreed to pool their respective sales and marketing expertise after the launch of Experience Cloud.

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