Adobe to offer cloud marketing software to Qualcomm

Adobe announced on Thursday said that it has partnered with chipmaker Qualcomm to offer its cloud-based marketing software to optimise the latter's website for different customers in different industries. The companies however have not disclosed the value of the deal publicly. 

Earlier Adobe was best known for tools like Photoshop, the software used to create graphics to be used for websites and marketing materials. The company then expanded its business to include subscription-based marketing software including Adobe Creative Cloud and Document Cloud, which users leverage for digital content creation. This has enabled the company navigate the transition to the modern cloud era and has also helped nearly double its revenue since 2018. 

For Qualcomm, the deal to use Adobe's software comes as the semiconductor company is expanding its business from selling mobile phone chips into selling computing chips for cars, drones and other applications. That said, the San Diego, California-based Qualcomm will use the software from Adobe to optimize its website for different customers in different industries for with real-time personalisation. 

“Whether a customer is buying a connected device or the cutting-edge chips inside, everyone now expects to have a brand experience that is captivating, connected and relevant,” said Don McGuire, SVP and CMO of Qualcomm Technologies. “Adobe Experience Platform empowers us to reimagine the way we engage customers when they embrace our transformative technologies by integrating real-time personalisation into our omnichannel approach.” 

For example, one part of the company's website might need to show Android software developers how to work with Qualcomm's latest mobile phone chips, while another part of its website might need to have a portal where engineering teams automotive companies can order test systems for developing self-driving cars, the company said in a blog. 

The Adobe software aims to help Qualcomm keep tabs on those elements of its website and tweak them to help better draw in each set of customers. “By adopting Adobe’s enterprise applications, Qualcomm has an end-to-end solution that will enhance omnichannel experiences for business customers and improve marketing performance,” said Anil Chakravarthy, president, digital experience business, Adobe said in a statement. 

Earlier this month, the European Commission said that it would ‘assess’ Adobe's proposed deal to buy digital design rival Figma for $20 billion, which was announced in September 2022. EC has said that the proposed merger potentially “threatens to significantly affect competition in the market for interactive product design and white-boarding software” and therefore merits a scrutiny.