Box unwraps its answer to the $3.8B e-signature market: Box Sign

Box released its new native e-signature product Box Sign on Monday, providing e-signature capability and unlimited signatures as part of Box’s business and enterprise plans at no additional cost.

The launch comes five months after the Redwood City, California-based company agreed to acquire e-signature startup SignRequest for $55 million.

Box CEO Aaron Levie told TechCrunch the company is already securing content management for 100,000 businesses, and Box Sign represents “a breakthrough product for the company” — a new category in which Box can help customers with business processes.

“We are building out a content cloud that powers the lifecycle of content so customers can retain and manage it,” Levie said. “Everyday, there are more transactions around onboarding a customer, closing a deal or an audit, but these are still done manually. We are moving that to digital and enabling the request of signatures around the content.”

Here’s how it works: Users can send documents for e-signature directly from Box to anyone, even those without a Box account. Places for signature requests and approvals can be created anywhere on the document. All of this integrates across popular apps like Salesforce and includes email reminders and deadline notifications. As with Box’s offerings, the signatures are also secure and compliant.

The global e-signature software market was estimated to be around $1.8 billion in 2020, according to Prescient & Strategic Intelligence, while IDC expects it to grow to $3.8 billion by 2023.

Levie considers the market still early as less than one-third of organizations use e-signature due to legacy tool limitations and cost barriers, revealing massive future opportunities. However, that may be changing: Box worked with banks during the pandemic that were still relying on mailing, scanning and faxing documents to help them adapt to digital processes. It also surveyed its customers last year around product capabilities, and the No. 1 “ask” was e-signature, he said.

He mentioned major players DocuSign and Adobe Sign — two products it will continue to integrate with — among the array of technology within the space. He said that Box is not trying to compete with any player, but saw a need from customers and wanted to proceed with an option for them.

The e-signature offering also follows the hiring of Diego Dugatkin in June as Box’s new chief product officer. Prior to joining, Dugatkin was vice president of product management for Adobe Document Cloud and led strategy and execution for Adobe’s suite of products, including Adobe Sign.

“Our strategy has been for many years to expand our portfolio and power more advanced use cases, as well as a vision to have one platform to manage everything,” Levie said. “Diego has two decades of tremendous domain experience, and he will make a massive dent in powering this for us.”

In addition to the e-signature product, Box also introduced its Enterprise Plus plan that includes all of the company’s major add-ons, as well as advanced e-signature capabilities that will be available later this summer, the company said.

 


By Christine Hall

With Workfront, Adobe combines automated workflow with customer experience

Five months ago, Adobe purchased Workfront for $1.5 billion, a company that helps build marketing department workflows. Today the company is officially announcing how it intends to use it. As marketing executives try to balance mapping strategy to the creative process while building customized experiences, a marketing workflow tool would fit neatly into Adobe Experience Manager (AEM), and that’s where it has landed.

Alex Shootman, who was CEO at Workfront and is now VP and GM of Adobe Workfront, told me they see the tool as the system of record for the marketing department inside of AEM. While there is more than a hint of marketing in that explanation, the data from Workfront’s workflows acts as a record of the creative process.

As part of Adobe, the company has built hooks into Experience Manager and Creative Cloud to enable marketing’s creative work to move through an organized and auditable process, leaving a data trail that lets management know exactly what happened, a marketing system of record.

Shootman says having this system of record in place allows marketing teams to do several things. For starters, it lets them connect strategy to execution. “If you think about a CMO, he or she and their team is developing the key priorities for decisions for the year or for the quarter [and this helps them] take those key priorities and make sure that they are driving the activities within the marketing organization,” he said.

He says that involves connecting the people, processes and data within marketing into a single system where teams can iteratively plan on the work as changes arise. That’s where Workfront comes into play.

Brent Leary, lead analyst at CRM Essentials, says the approach makes a great deal of sense. “Creating enough personalized content at scale to stay connected with customers as their needs evolve over time is a team sport. That calls for tighter collaboration throughout the creation process, and Workfront within the AEM brings a sophisticated project management capability to the creative process,” Leary said.

During the pandemic, that became imperative as the majority of sales moved on online. That increased the need for speed and agility. Having this workflow tool in place inside the Adobe Experience Manager means it’s not only allowing marketing to build customized experiences for its customers, it also enables them to automate the workflows behind those customizations.

The way this could work in practice is a marketing team creates a campaign and maps it out in Workfront. From there, creatives get assigned tasks and these tasks show up in Creative Cloud. When they complete the assignment, it automatically goes back into Workfront where it will be reviewed, eventually get approved and get published to the Digital Asset Management (DAM) tool where it will be available for use by the entire marketing team.

When it comes to acquisitions, it’s hard to know how well they’ll turn out, but Workfront seems particularly well suited to the Adobe ecosystem, a tool that can help bring a missing workflow automation component to the entire creative process, while allowing marketing execs to see exactly how their strategy played out.


By Ron Miller

Nobl9 raises $21M Series B for its SLO management platform

SLAs, SLOs, SLIs. If there’s one thing everybody in the business of managing software development loves, it’s acronyms. And while everyone probably knows what a Service Level Agreement (SLA) is, Service Level Objectives (SLOs) and Service Level Indicators (SLIs) may not be quite as well known. The idea, though, is straightforward, with SLOs being the overall goals a team must hit to meet the promises of its SLA agreements, and SLIs being the actual measurements that back up those other two numbers. With the advent of DevOps, these ideas, which are typically part of a company’s overall Site Reliability Engineering (SRE) efforts, are becoming more mainstream, but putting them into practice isn’t always straightforward.

Noble9 aims to provide enterprises with the tools they need to build SLO-centric operations and the right feedback loops inside an organization to help it hit its SLOs without making too many trade-offs between the cost of engineering, feature development and reliability.

The company today announced that it has raised a $21 million Series B round led by its Series A investors Battery Ventures and CRV. In addition, Series A investors Bonfire Ventures and Resolute Ventures also participated, together with new investors Harmony Partners and Sorenson Ventures.

Before starting Nobl9, co-founders Marcin Kurc (CEO) and Brian Singer (CPO) spent time together at Orbitera, where Singer was the co-founder and COO and Kurc the CEO, and then at Google Cloud, after it acquired Orbitera in 2016. In the process, the team got to work with and appreciate Google’s site reliability engineering frameworks.

As they started looking into what to do next, that experience led them to look into productizing these ideas. “We came to this conclusion that if you’re going into Kubernetes, into service-based applications and modern architectures, there’s really no better way to run that than SRE,” Kurc told me. “And when we started looking at this, naturally SRE is a complete framework, there are processes. We started looking at elements of SRE and we agreed that SLO — service level objectives — is really the foundational part. You can’t do SRE without SLOs.”

As Singer noted, in order to adopt SLOs, businesses have to know how to turn the data they have about the reliability of their services, which could be measured in uptime or latency, for example, into the right objectives. That’s complicated by the fact that this data could live in a variety of databases and logs, but the real question is how to define the right SLOs for any given organization based on this data.

“When you go into the conversation with an organization about what their goals are with respect to reliability and how they start to think about understanding if there’s risks to that, they very quickly get bogged down in how are we going to get this data or that data and instrument this or instrument that,” Singer said. “What we’ve done is we’ve built a platform that essentially takes that as the problem that we’re solving. So no matter where the data lives and in what format it lives, we want to be able to reduce it to very simply an error budget and an objective that can be tracked and measured and reported on.”

The company’s platform launched into general availability last week, after a beta that started last year. Early customers include Brex and Adobe.

As Kurc told me, the team actually thinks of this new funding round as a Series A round, but because its $7.5 million Series A was pretty sizable, they decided to call it a Series A instead of a seed round. “It’s hard to define it. If you define it based on a revenue milestone, we’re pre-revenue, we just launched the GA product,” Singer told me. “But I think just in terms of the maturity of the product and the company, I would put us at the [Series] B.”

The team told me that it closed the round at the end of last November, and while it considered pitching new VCs, its existing investors were already interested in putting more money into the company and since its previous round had been oversubscribed, they decided to add to this new round some of the investors that didn’t make the cut for the Series A.

The company plans to use the new funding to advance its roadmap and expand its team, especially across sales, marketing and customer success.


By Frederic Lardinois

Adobe expands customer data platform to include B2B sales

The concept of the customer data platform (CDP) is a relatively new one. Up until now, it has focused primarily on pulling data about an individual consumer from a variety of channels into a super record, where in theory you can serve more meaningful content and deliver more customized experiences based on all this detailed knowledge. Adobe announced its intention today to create such a product for business to business (B2B) customers, a key market where this kind of data consolidation had been missing.

Indeed Brian Glover, Adobe’s director of product marketing for Marketo Engage, who has been put in charge of this product, says that these kinds of sales are much more complex and B2B sales and marketing teams are clamoring for a CDP.

“We have spent the last couple of years integrating Marketo Engage across Adobe Experience Cloud, and now what we’re doing is building out the next generation of new and complimentary B2B offerings on the Experience platform, the first of which is the B2B CDP offering,” Glover told me.

He says that they face unique challenges adapting CDP for B2B sales because they typically involve buying groups, meaning you need to customize your messages for different people depending on their role in the process.

An individual consumer usually knows what they want and you can prod them to make a decision and complete the purchase, but a B2B sale is usually longer and more complex involving different levels of procurement. For example, in a technology sale, it may involve the CIO, a group, division or department who will be using the tech, the finance department, legal and others. There may be an RFP and the sales cycle may span months or even years.

Adobe believes this kind of sale should still be able to use the same customized messaging approach you use in an individual sale, perhaps even more so because of the inherent complexity in the process. Yet B2B marketers face the same issues as their B2C counterparts when it comes to having data spread across an organization.

“In B2B that complexity of buying groups and accounts just adds another level to the data management problem because ultimately you need to be able to connect to your customer people data, but you also need to be able to connect the account data too and be able to [bring] the two together,” Glover explained.

By building a more complete picture of each individual in the buying cycle, you can, as Glover puts it, begin to put the bread crumbs together for the entire account. He believes that a CRM isn’t built for this kind of complexity and it requires a specialty tool like a CDP built to support B2B sales and marketing.

Adobe is working with early customers on the product and expects to go into beta before the end of next month with GA some time in the first half of next year.


By Ron Miller

Adobe acquires marketing workflow startup Workfront for $1.5B

Adobe just announced that it is acquiring marketing workflow management startup Workfront for $1.5 billion. Bloomberg first reported the sale would be happening earlier today.

Workfront was founded back in 2001, making it a bit long in tooth for a private company that has raised $375 million, according to Crunchbase. But it gives Adobe more online marketing tooling to fit into its Experience Cloud. This one helps companies manage complex projects inside the marketing department.

“The combination of Adobe and Workfront will further accelerate Adobe’s leadership in customer experience management, providing a pioneering solution that spans the entire lifecycle of digital experiences, from ideation to activation,” Anil Chakravarthy, executive vice president and general manager for Adobe’s digital experience business and worldwide field operations said in a statement.

Holger Mueller, an analyst at Constellation Research says the acquisition will help Adobe customers manage the complexities of marketing project management. “Scheduling and managing work had gotten orders of mangnitude more complex for enterprises, and Adobe is accounting for that with the acquisition of Workfront, providing better tool support for the new future of work,” Mueller told TechCrunch.

The two companies are actually partners and work together frequently sharing 1000 common customers among Workfront’s 3000 total customer base. In fact, Workfront has APIs that connect to Adobe Creative Cloud and Experience Cloud, two parts of the company’s product family that marketers frequently access. As Adobe battles Salesforce, SAP and Oracle in the marketing automation space, it’s been using its checkbook to acquire additional fire power in recent years.

This acquisition comes after Adobe spent $1.6 billion for Magento and $4.75 billion for Marketo in 2018. That’s almost $8 billion for three companies in under two years, even as it builds out parts of its Adobe Experience Cloud in-house. Combined, it shows just how serious the company is about making headway in this valuable area.

Customer experience has always been an essential element of online and in-person transactions, making sure the customer feels good about the interactions it has with a brand. It not only keeps them coming back, but it encourages them to act as ambassadors on behalf of a company, something that has incredible value.

Conversely a bad experience can lead to the opposite impact, causing a prospective or even loyal customer to abandon a brand and speak badly about it to friends online and in person. Adobe hopes that by bringing another marketing tool into the fold, it can help its customers increase the likelihood of a positive online customer experience. This one should allow company marketing personnel working at a company to move marketing projects through a workflow from idea to online.

The deal is expected to close in the first quarter of Adobe’s fiscal year. Per usual, it will be subject to typical regulatory scrutiny.

This is a breaking story. We will continue to update as we get additional information.


By Ron Miller

Adobe beefs up developer tools to make it easer to build apps on Experience Cloud

Adobe has had a developer program for years called Adobe.io, but today at the Adobe Developers Live virtual conference, the company announced some new tools with a fresh emphasis on helping developers build custom apps on the Adobe Experience Cloud.

Jason Woosley, VP of developer experience and commerce at Adobe says that the pandemic has forced companies to build enhanced digital experiences much more quickly than they might have, and the new tools being announced today are at least partly related to helping speed up the development of better online experiences.

“Our focus is very specifically on making the experience generation business something that’s very attractive to developers and very accessible to developers so we’re announcing a number of tools,” Woosley told TechCrunch.

The idea is to build a more complete framework over time to make it easier to build applications and connect to data sources that take advantage of the Experience Cloud tooling. For starters, Project Firefly is designed to help developers build applications more quickly by providing a higher level of automation than was previously available.

“Project Firefly creates an extensibility framework that reduces the boilerplate that a developer would need to get started working with the Experience Cloud, and extends that into the customizations that we know every implementation eventually needs to differentiate the storefront experience, the website experience or whatever customer touch point as these things become increasingly digital,” he said.

In order to make those new experiences open to all, the company is also announcing React Spectrum, an open source set of libraries and tools designed to help members of the Adobe developer community build more accessible applications and websites.

“It comes with all of the accessibility features that often get forgotten when you’re in a race to market, so it’s nice to make sure that you will be very inclusive with your design, making sure that you’re bringing on all aspects of your audiences,” Woosley said.

Finally, a big part of interacting with Experience Cloud is taking advantage of all of the data that’s available to help build those more customized interactions with customers that having that data enables. To that end, the company is announcing some new web and mobile software development kits (SDKs) designed to help make it simpler to link to Experience Cloud data sources as you build your applications.

Project Firefly is generally available starting today as are several React Spectrum components and some data connection SDKs. The company intends to keep adding to these various pieces in the coming months.


By Ron Miller

CIO Cynthia Stoddard explains Adobe’s journey from boxes to the cloud

Up until 2013, Adobe sold its software in cardboard boxes that were distributed mostly by third party vendors.

In time, the company realized there were a number of problems with that approach. For starters, it took months or years to update, and Adobe software was so costly, much of its user base didn’t upgrade. But perhaps even more important than the revenue/development gap was the fact that Adobe had no direct connection to the people who purchased its products.

By abdicating sales to others, Adobe’s customers were third-party resellers, but changing the distribution system also meant transforming the way the company developed and sold their most lucrative products.

The shift was a bold move that has paid off handsomely as the company surpassed an $11 billion annual run rate in December — but it still was an enormous risk at the time. We spoke to Adobe CIO Cynthia Stoddard to learn more about what it took to completely transform the way they did business.

Understanding the customer

Before Adobe could make the switch to selling software as a cloud service subscription, it needed a mechanism for doing that, and that involved completely repurposing their web site, Adobe.com, which at the time was a purely informational site.

“So when you think about transformation the first transformation was how do we connect and sell and how do we transition from this large network of third parties into selling direct to consumer with a commerce site that needed to be up 24×7,” Stoddard explained.

She didn’t stop there though because they weren’t just abandoning the entire distribution network that was in place. In the new cloud model, they still have a healthy network of partners and they had to set up the new system to accommodate them alongside individual and business customers.

She says one of the keys to managing a set of changes this immense was that they didn’t try to do everything at once. “One of the things we didn’t do was say, ‘We’re going to move to the cloud, let’s throw everything away.’ What we actually did is say we’re going to move to the cloud, so let’s iterate and figure out what’s working and not working. Then we could change how we interact with customers, and then we could change the reporting, back office systems and everything else in a very agile manner,” she said.


By Ron Miller

Contentful raises $80M Series E round for its headless CMS

Headless CMS company Contentful today announced that it has raised an $80 million Series E funding round led by Sapphire Ventures, with participation from General Catalyst, Salesforce Ventures and a number of other new and existing investors. With this, the company has now raised a total of $158.3 million and a Contentful spokesperson tells me that it is approaching a $1 billion valuation.

In addition, the company also today announced that it has hired Bridget Perry as its CMO. She previously led Adobe’s marketing efforts across Europe, the Middle East and Africa.

Currently, 28% of the Fortune 500 use Contentful to manage their content across platforms. The company says it has a total of 2,200 paying customers right now and these include the likes of Spotify,  ITV, the British Museum, Telus and Urban Outfitters.

Steve Sloan, the company’s CEO who joined the company late last year, attributes its success to the fact that virtually every business today is in the process of figuring out how to become digital and serve its customers across platforms – and that’s a process that has only been accelerated by the coronavirus pandemic.

“Ten or fifteen years ago, when these content platforms or content management systems were created, they were a) really built for a web-only world and b) where the website was a complement to some other business,” he said. “Today, the mobile app, the mobile web experience is the front door to every business on the planet. And that’s never been any more clear than in this recent COVID crisis, where we’ve seen many, many businesses — even those that are very traditional businesses — realize that the dominant and, in some cases, only way their customers can interact with them is through that digital experience.”

But as they are looking at their options, many decide that they don’t just want to take an off-the-shelf product, Sloan argues, because it doesn’t allow them to build a differentiated offering.

Image Credits: Contentful /

Perry also noted that this is something she saw at Adobe, too, as it built its digital experience business. “Leading marketing at Adobe, we used it ourselves,” she said. “And so the challenge that we heard from customers in the market was how complex it was in some cases to implement, to organize around it, to build those experiences fast and see value and impact on the business. And part of that challenge, I think, stemmed from the kind of monolithic, all-in-one type of suite that Adobe offered. Even as a marketer at Adobe, we had challenges with that kind of time to market and agility. And so what’s really interesting to me — and one of the reasons why I joined Contentful — is that Contentful approaches this in a very different way.”

Sloan noted that putting the round together was a bit of an adventure. Contentful’s existing investors approached the company around the holidays because they wanted to make a bigger investment in the company to fuel its long-term growth. But at the time, the company wasn’t ready to raise new capital yet.

“And then in January and February, we had inbound interest from people who weren’t yet investors, who came to us and said, ‘hey, we really want to invest in this company, we’ve seen the trend and we really believe in it.’ So we went back to our insiders and said, ‘hey, we’re going to think about actually moving in our timeline for raising capital,” Sloan told me. “And then, right about that time is when COVID really broke out, particularly in Western Europe in North America.”

That didn’t faze Contentful’s investors, though.

“One of the things that really stood out about our investors — and particularly our lead investor for this round Sapphire — is that when everybody else was really, really frightened, they were really clear about the opportunity, about their belief in the team and about their understanding of the progress we had already made. And they were really unflinching in terms of their support,” Sloan said.

Unsurprisingly, the company plans to use the new funding to expand its go-to-market efforts (that’s why it hired Perry, after all) but Sloan also noted that Contentful plans to invest quite a bit into R&D as well as it looks to help its customers solve more adjacent problems as well.


By Frederic Lardinois

Adobe announces AI toolbox for Experience Platform

Most companies don’t have the personnel to do AI well, so they turn to platform vendors like Adobe for help. Like other platforms, it has been building AI into its product set for several years now, but wanted to give marketers a set of tools that take advantage of some advanced AI capabilities out of the box.

Today, the company announced five pre-packaged AI solutions specifically designed to give marketers more intelligent insight. Amit Ahuja, VP of ecosystem development at Adobe, says even before the pandemic, customers were struggling to deal with the onslaught of data and how they could use it to understand their customers better.

“There is so much data coming in, and customers are struggling to leverage this data — and not just for the purpose of analytics and insights, which is a huge part of it, but also to do predictive optimization,” Ahuja explained.

What’s more, we’ve known for some time that when there is so much data, it becomes impossible to make sense of it manually. Given that AI deals best with tons of data, Adobe wanted to take advantage of that, while packaging some popular data scenarios in a way that makes it easy for marketers to get insights.

That data comes from the Adobe Experience Platform, which the is designed to pull data not only from Adobe products, but from a variety of enterprise sources to help marketers build a more complete picture of their customers and get answers to key questions.

Customer Insights AI helps users understand their customers better. Image Credit: Adobe

The company is announcing a total of five AI tools today, two of which are generally available with the remainder in Beta for now. For starters, Customer AI helps marketers understand why their customers do what they do. For instance, why they keep coming back or why they stopped. Attribution AI helps marketers understand how effective their strategies are, something that’s always important, but especially in this economy where effectively deploying spend is more important than ever.

The first of the Beta tools is Journey AI, which helps marketers decide the best channel to engage customers. Content and Commerce AI looks at the most effective way to deliver content and finally Leads AI looks at the visitors most likely to convert to customers.

These five are just a start, and the company plans to add new tools to the toolbox as customers look for additional insights from the data to help them improve their marketing outcomes.


By Ron Miller

How Adobe shifted a Las Vegas conference to executives’ living rooms in less than 30 days

Adobe was scheduled to hold its annual conference in Las Vegas two weeks ago, but the coronavirus pandemic forced the company to make alternate plans. In less than a month, its events team shifted venues for the massive conference, not once, but twice as the severity of the situation became clear.

This year didn’t just involve Adobe Summit itself. To make things more interesting, it was also hosting Magento Imagine as a separate conference within a conference at the same time. (Adobe bought Magento in 2018 for $1.6 billion.)

Originally, Adobe had more than 500 sessions planned across four venues on the Las Vegas Strip, with more than 23,000 attendees expected. Combining all of the sponsors, partners and Adobe personnel, it involved more than 40,000 hotel rooms.

Once it became clear that such a large event couldn’t happen, the company reimagined the conference as a fully digital experience.

Plan A

VP of Experience Marketing Alex Amado is in charge of planning Adobe Summit, a tall task under normal circumstances.

“Planning Summit is a year-round endeavor,” he said. “Literally within weeks of finishing one of those Las Vegas events we are starting on the next one, and some of the work actually is on an 18 or 24-month cycle because we have those long-term hotel contracts and all of that stuff.

“For the last 12 months, basically, we had people who were working on what we now call Plan A — and we didn’t know that we needed a Plan B and Plan C — and the original event was going to be our biggest yet.”

2019 Adobe Summit stage in Las Vegas. Photo: Ron Miller/TechCrunch

After the team began to wonder in January if the virus would force them to change how they deliver the conference, they started building contingency plans in earnest, Amado said. “As we got into February, things started looking a little scarier, and it very quickly escalated to the point where we were talking really seriously about Plan B.”


By Ron Miller

Adobe turns it up to 11, surpassing $11B in revenue

Yesterday, Adobe submitted its quarterly earnings report and the results were quite good. The company generated a tad under $3 billion for the quarter at $2.99 billion, and reported that revenue exceeded $11 billion for FY 2019, its highest ever mark.

“Fiscal 2019 was a phenomenal year for Adobe as we exceeded $11 billion in revenue, a significant milestone for the company. Our record revenue and EPS performance in 2019 makes us one of the largest, most diversified, and profitable software companies in the world. Total Adobe revenue was $11.17 billion in FY 2019, which represents 24% annual growth,” Adobe CEO Shantanu Narayen told analysts and reporters in his company’s post-earnings call.

Adobe made a couple of key M&A moves this year that appear to be paying off, including nabbing Magento in May for $1.7 billion and Marketo in September for $4.75 billion. Both companies fit inside its “Digital Experience” revenue bucket. In its most recent quarter, Adobe’s Digital Experience segment generated $859 million in revenue, compared with $821 million in the sequentially previous quarter.

Obviously buying two significant companies this year helped push those numbers, something CFO John Murphy acknowledged in the call:

“Key Q4 highlights include strong year-over-year growth in our Content and Commerce solutions led by Adobe Experience Manager and success with cross-selling and up-selling Magento; Adoption of Adobe Experience Platform, Audience Manager and Real-Time CDP in our Data & Insights solutions; and momentum in our Marketo business, including in the mid-market segment, which helped fuel growth in our Customer Journey Management solutions.”

All of that added up to growth across the Digital Experience category.

But Adobe didn’t simply buy its way to new market share. The company also continued to build a suite of products in-house to help grow new revenue from the enterprise side of its business.

“We’re rapidly evolving our CXM product strategy to deliver generational technology platforms, launch innovative new services and introduce enhancements to our market-leading applications. Adobe Experience Platform is the industry’s first purpose-built CXM platform. With real-time customer profiles, continuous intelligence, and an open and extensible architecture, Adobe Experience Platform makes delivering personalized customer experiences at scale a reality,” Narayan said.

Of course, the enterprise is just part of it. Adobe’s creative tools remain its bread and butter with the Creative tools accounting for $1.74 billion in revenue and Document Cloud adding another $339 million this quarter.

The company is talking confidently about 2020, as its recent acquisitions mature and become a bigger part of the company’s digital experience offerings. But Narayan feels good about the performance this year in digital experience: “When I take a step back and look at what’s happened during the year, I feel really good about the amount of innovation that’s happening. And the second thing I feel really good about is the alignment across Magento, Marketo and just call it, the core DX business in terms of having a more unified and aligned go-to-market, which has not only helped our results, but it’s also helped the operating expense associated with that business,” he said.

It is no small feat for any software company to surpass $11 billion in trailing revenue. Consider that Adobe, which was founded in 1982, goes back to the earliest days of desktop PC software in the 1980s. Yet it has managed to transform into a massive cloud services company over the last five years under Narayan’s leadership and flourish there.


By Ron Miller

Meme editor Kapwing grows 10X, raises $11M

Kapwing is a laymen’s Adobe Creative Suite built for what people actually do on the internet: make memes and remix media. Need to resize a video? Add text or subtitles to a video? Trim or crop or loop or frame or rotate or soundtrack or… Then you need Kapwing. The free web and mobile tool is built for everyone, not just designers. No software download or tutorials to slog through. Just efficient creativity.

Kapwing Video Editor

In a year since coming out of stealth with 100,000 users, Kapwing has grown 10X to over 1 million. Now it going pro, building out its $20/month collaboration tools for social media managers and scrappy teams. But it won’t forget its roots with teens, so it’s dropped its pay-$6-to-remove-watermarks tier while keeping its core features free.

Eager to capitalize on the meme and mobile content business, CRV has just led an $11 million Series A round for Kapwing. It’s joined by follow-on cash from Village Global, Sinai, and Shasta Ventures plus new investors Jane VC, Harry Stebbings, Vector, and the Xoogler Syndicate. CRV partners ‘the venture twins’ Justine and Olivia Moore actually met Kapwing co-founder and CEO Julia Enthoven while they all worked at The Stanford Daily newspaper together in 2012.

“As a team, we love memes. We talk about internet fads almost every day at lunch and pay close attention to digital media trends” says Enthoven, who started the company with fellow Googler Eric Lu. “One of our cultural tenets is to respect the importance of design, art, and culture in the world, and another one is to not take ourselves too seriously.” But it is taking on serious clients.

Kapwing Tools

 

As Kapwing’s toolset has grown, it’s seen paying customers coming from Amazon, Sony, Netflix, and Spotify. Now only 13% of what’s made with it are traditional text-plus-media memes. “Kapwing will always be designed for creators first: the students, artists, influencers, entrepreneurs, etc who define and spread culture” says Enthoven. “But we make money from the creative professionals, marketers, media teams, and office workers who need to create content for work.”

That’s why in addition to plenty of templates for employing the latest trending memes, Kapwing now helps Pro subscribers with permanent hosting, saving throughout the creation process, and re-editing after export. Eventually it plans to sell enterprise licenses to let whole companies use Kapwing.

Kapwing Tools 1

Copycats are trying to chip away at its business, but Kapwing will use its new funding to keep up a breakneck pace of development. Pronounced “Ka-Pwing” like a bullet riccochet, it’s trying to stay ahead of Imgflip, ILoveIMG, Imgur’s on-site tool, and more robust apps like Canva.

If you’ve ever been stuck with a landscape video that won’t fit in an Instagram Story, a bunch of clips you want to stitch together, or the need to subtitle something for accessibility, you’ll know the frustration of lacking a purpose-built tool. And if you’re on mobile, there are even few options. Unlike some software suite you have to install on a desktop, Kapwing works right from a browser.

Trending Memes Kapwing

“‘Memes’ is such a broad category of media nowadays. It could refer to a compilation like the political singalong videos, animations like Shooting Star memes, or a change in music like the AOC Dancing memes” Enthoven explains. “Although they used to be edgy, memes have become more mainstream . . . Memes popularized new types of multimedia formats and made raw, authentic footage more acceptable on social media.”

As communication continues to shift from text to visual media, design can’t only be the domain of designers. Kapwing empowers anyone to storytell and entertain, whether out of whimsy or professional necessity. If big-name creative software from Adobe or Apple don’t simplify and offer easy paths through common use cases, they’ll see themselves usurped by the tools of the people.


By Josh Constine

Ten years after Adobe bought Omniture, the deal comes into clearer focus

Ten years ago this week, Adobe acquired Omniture for $1.8 billion. At the time, Adobe was a software company selling boxed software like Dreamweaver, Flash and Photoshop to creatives. Many people were baffled by the move, not realizing that purchasing a web analytics company was really the first volley in a full company transformation to the cloud and a shift in focus from consumer to enterprise.

It would take many years for the full vision to unfold, so you can forgive people for not recognizing the implications of the acquisition at the time, but CEO Shantanu Narayen seemed to give an inkling of what he had in mind. “This is a game-changer for both Adobe and our customers. We will enable advertisers, media companies and e-tailers to realize the full value of their digital assets,” he said in a statement after the acquisition became public.

While most people thought that perhaps this move involved some sort of link between design and data, it would turn out to be more complex than that. Tony Byrne, founder and principal analyst at Real Story Group, tried to figure out the thinking behind the deal in an EContent column published a couple of months after it was announced.

“Going forward, I think the real action will continue to revolve around integrating management and metrics, less so than integrating design and metrics. And that’s why I also think that Adobe isn’t done acquiring yet,” It was pure speculation on Byrne’s part, but it proved prescient.

There’s something happening here


By Ron Miller

Latest Adobe tool helps marketers work directly with customer journey data

Adobe has a lot going on with Analytics and the Customer Experience Platform, a place to gather data to understand customers better. Today, it announced a new analytics tool that enables employees to work directly with customer journey data to help deliver a better customer experience.

The customer journey involves a lot of different systems from a company data lake to CRM to point of sale. This tool pulls all of that data together from across multiple systems and various channels and brings it into the data analysis workspace, announced in July.

Nate Smith, group manager for product marketing for Adobe Analytics, says the idea is to give access to this data in a standard way across the organization, whether it’s a data scientist, an analyst with SQL skills or a marketing pro simply looking for insight.

“When you think about organizations that are trying to do omni-channel analysis or trying to get that next channel of data in, they now have the platform to do that, where the data can come in and we standardize it on an academic model,” he said. They then layer this ability to continuously query the data in a visual way to get additional insight they might not have seen.

Adobe screenshot 1

Screenshot: Adobe

Adobe is trying to be as flexible as possible in every step of the process, and openness was a guiding principle here, Smith said. That means that data can come from any source, and users can visualize it using Adobe tools or an external tool like Tableau or Looker. What’s more, they can get data in or out as needed, or even use your their own models, Smith said.

“We recognize that as much as we’d love to have everyone go all in on the Adobe stack, we understand that there is existing significant investment in other tech and that integration and interoperability really needs to happen, as well,” he said.

Ultimately this is about giving marketers access to a full picture of the customer data to deliver the best experience possible based on what you know about them. “Being able to have insight and engagement points to help with the moments that matter and provide great experience is really what we’re aiming to do with this,” he said.

This product will be generally available next month.


By Ron Miller

Adobe’s Amit Ahuja will be talking customer experience at TechCrunch Sessions: Enterprise

As companies collect increasingly large amounts of data about customers, the end game is about improving the customer experience. It’s a term we’re hearing a lot of these days, and we are going to be discussing that very topic with Amit Ahuja, Adobe’s vice president of ecosystem development, next month at TechCrunch Sessions: Enterprise in San Francisco. Grab your early-bird tickets right now — $100 savings ends today!

Customer experience covers a broad array of enterprise software and includes data collection, analytics and software. Adobe deals with all of this, including the Adobe Experience Platform for data collection, Adobe Analytics for visualization and understanding and Adobe Experience Cloud for building applications.

The idea is to begin to build an understanding of your customers through the various interactions you have with them, and then build applications to give them a positive experience. There is a lot of talk about “delighting” customers, but it’s really about using the digital realm to help them achieve what they want as efficiently as possible, whatever that means to your business.

Ahuja will be joining TechCrunch’s editors, along with Qualtrics chief experience officer Julie Larson-Green and Segment CEO Peter Reinhardt to discuss the finer points of what it means to build a customer experience, and how software can help drive that.

Ahuja has been with Adobe since 2005 when he joined as part of the $3.4 billion Macromedia acquisition. His primary role today involves building and managing strategic partnerships and initiatives. Prior to this, he was the head of Emerging Businesses and the GM of Adobe’s Data Management Platform business, which focuses on advertisers. He also spent seven years in Adobe’s Corporate Development Group, where he helped complete the acquisitions of Omniture, Scene7, Efficient Frontier, Demdex and Auditude.

Amit will be joining us on September 5 in San Francisco, along with some of the biggest influencers in enterprise, including Bill McDermott from SAP, Scott Farquhar from Atlassian, Aparna Sinha from Google, Wendy Nather from Duo Security, Aaron Levie from Box and Andrew Ng from Landing AI.

Early-bird savings end today, August 9. Book your tickets today and you’ll save $100 before prices go up.

Bringing a group? Book our 4+ group tickets and you’ll save 20% on the early-bird rate. Bring the whole squad here.


By Ron Miller