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Digital transformation means capturing all the online and offline data: Douglas Montalvao of Adobe
Manuela Walfenzao| 21 de octubre de 2020
Face to Face de Douglas Montalvao
Adobe’s director of operations in Spanish-speaking Latin American countries, Douglas Montalvao, explained during the FIAP Face to Face Webinar last Oct. 20, how his company has become the second-most important software company worldwide and the first to market software through the Adobe Experience Cloud – all thanks to a genuine digital transformation. “Today, Adobe is growing by 25 percent a year and has multiplied 12 times in just 7 years. Few companies enjoy such exponential growth, particularly after being on the market for 40 years, as is the case with Adobe. What did we do? We changed our business model. A company that was 100 percent offline and used to offer a perpetual license now has clients subscribe to and rent our technology. The strongest change was the elimination of channels and creating a direct relation with clients,” Montalvao said. He noted that consumers are now much more focused on the experience. The product and price may be a commodity, but companies´ focus has to be on the experience and not on the product or price. “The fundamental pillar of a company that wants to undergo a digital transformation,” he said, “is to capture vast amounts of data from the online and offline world to permit multichannel personalization, because clients are willing to share data as long as they get something in return. Another important step is content. The web page and the mobile app must be coherent, and more so with the physical store. This is all very complex. To understand it we had to attract the best, most diverse talent possible.” He concluded that it is very important not to confuse automation or digitization with transformation. “The business model, the internal culture, technology and mindset must change. That vision must start with the CEO. Transformation is not the result of short-term opportunities. Transformation is a medium and long-term process and is continuous. We know a company is being transformed when there are relevant changes in its earnings and the way it relates to clients, employees and suppliers.” Watch the FIAP Face to Face Webinar with Douglas Montalvao HERE
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