Pandemic-induced collaboration: Adobe’s billion-dollar acquisition

Whereas the acquisition focuses on video, it rounds out Adobe’s collaboration capabilities and extends them to the ultimate frontier of video—a medium that has been notoriously troublesome to collaborate inside.

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Picture: iStock/deagreez

The pandemic ripped off the Band-Assist for collaboration. Hybrid and utterly distant environments drove companies to undertake new methods of working. Videoconferencing, digital occasions, and collaboration capabilities surged. One by-product is the red-hot acquisition marketplace for these applied sciences. Most just lately, we noticed Adobe’s intent to amass Body.io, an organization that makes video collaboration software program. 

Whereas the acquisition focuses on video, it rounds out Adobe’s collaboration capabilities and extends them to the ultimate frontier of video—a medium that has been notoriously troublesome to collaborate inside. 

The acquisition additionally indicators that Adobe is critical about enabling collaboration in inventive workflows. Along with ideas like inventive methods and options like inventive libraries, it has been buying corporations. Late final yr, Adobe acquired advertising workflow firm Workfront. Along with that acquisition, Adobe will now have spent roughly $2.8 billion buying collaboration and workflow corporations within the final yr. These are the primary vital acquisitions since its 2018 Magento and Marketo acquisitions for advertising automation and e-commerce capabilities. 

Why is Adobe leaning so onerous into workflow and collaboration? As a result of there is a large alternative to easy the tough edges of many inventive workflows, and it may be important. Seventy-five % of CEOs mentioned that they count on their workplace areas to shrink sooner or later due to anyplace work. Different leaders acknowledge that their expertise investments have not positioned them for profitable anyplace work. Forrester’s Q3 2020 US Future Of Work Survey discovered that solely 52% of US staff agree that their firm has the expertise assets to permit folks to earn a living from home as vital. 

However the outlook for Adobe is not all rosy. Potential challenges with its collaboration technique embody: 

  • Competitors. Figma’s digital product design focus and real-time collaboration led to meteoric progress and a five-times progress price in its valuation. Each Figma and InVision have centered what they do on enabling collaboration. Then there’s Microsoft Groups, Slack, Zoom, and any variety of different collaboration strategies. 

  • Potential adoption points. Many companies have already standardized collaboration on different instruments. Positive, it could be straightforward to modify it out for a unique expertise, however we have discovered that is usually not the issue; it is the folks. Creatives and designers will likely be hesitant or outright proof against course of change. 

  • Pricing and packaging. We hear that Inventive Cloud is already a big expense at enterprises. With further capabilities, will the value enhance? Adobe might maybe place this as a approach to cut back buyer churn. 

This all will get simpler if Adobe is ready to weave Body.io capabilities into different merchandise (very like Workfront) fairly than a standalone product. 

This put up was written by Senior Analyst Nick Barber, and it initially appeared right here

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