Adobe has deepened its ongoing partnership with Microsoft following the integration of its Experience Manager content management platform with Dynamics 365.
The move comes just over a year after the two software vendors first announced plans for a strategic partnership that saw Adobe make Microsoft Azure its preferred cloud platform for the Adobe Marketing Cloud, Adobe Creative Cloud and Adobe Document Cloud.
It is hoped that the latest integration of Adobe’s Experience Manager with customer relationship management (CRM) data from Microsoft Dynamics 365 will see enterprise marketers able to deliver one-to-one personalisation of web content at scale.
“For well over a year, engineering teams across Adobe and Microsoft have been working closely together and making available to joint customers a number of integrations that drive business value,” Adobe experience cloud strategy vice president, Suresh Vittal, said.
According to Technology Business Research (TBR) analysts, Seth Ulinski and Zach Rabel, the integration deal represents the latest such move in a broader trend that sees enterprise technology vendors operating in high-growth and mature segments opt to integrate suites that are highly complementary, with very little overlap, if any.
These moves are strategic on multiple levels, as each company looks to simplify complexities of front- to back-office systems while fending off competitors such as Salesforce, Oracle and SAP, each of which offers competitive stacks,” the analysts said.
For the short term, the analysts said that TBR believes integration between Adobe and Microsoft to support large enterprise clients is a viable alternative to acquisition and consolidation, which they suggest is a small possibility, expected in the next 12 to 24 months.
“Microsoft and Adobe’s technology integration will address customers’ greatest challenges in CX [customer experience] technology adoption: Although some customers would like integrated systems across one vendor’s CX offerings, they have been mixing and matching technologies across different vendors that serve their unique needs,” the pair suggested.