According to Umang Bedi, Managing Director, Adobe, is the company that is immersed in changing the world into digital spheres by providing technologies to brands.
Speaking at the IAMAI’s 10th Digital India Summit, Bedi said, “The world is moving at an extremely fast pace of creating these magical experiences that will change the way we think about content and data. We can go to places where we have never been before; we can see things we have never seen before, and we can actually imagine the unimagined.”
Being the second largest market in the world for smartphones, in India people are consuming content on multiple devices, but this the only one side of the story. Unfolding the other side of story Bedi mentioned that the new generation wants personalized experiences on their smartphones.
“When you think about the amount of data one can use on the cloud or the device, it is amazing. Today the provider knows everything about my likes, my dislikes, my purchases, and my profile among other things, so when you combine these two: connected consumer and data exposure, what we see is digital disruption happening”, opined Bedi.
Bedi believes that today experiences matter more than ever before. With the evolving technology, the powerful experiences have changed the way people interact, entertain and work along with the way we deal with the world around us.
“A great experience has four qualities: It needs to be compelling: engaging and attracting the audience on all devices, it also needs to be personal: It needs to know its customer: it needs to be useful: It needs you to deliver things quickly; It needs to ubiquitous: it needs to be present everywhere,” added Bedi.
As far as the business is concern, Bedi pointed out that when you think about experience led businesses – they didn’t get here overnight, they got here over a period of time. Today with the proliferation of digital technology, we kind of moved to the experience led businesses. When you think about experience in products and commodities, it has become absolutely redundant.
According to Bedi, the real differentiator is the experience. He opined that as a business, it is important to start thinking about the entire customer journey, while thinking about that experience.
“How many of you can buy a hotel room anywhere? You can buy a travel air ticket anywhere. Why you would go to a certain provider is because of that experience. That’s where it’s just not been mere product to service, it’s been commoditized. Truly in my mind, experience is the new brand and interestingly customer journeys are the new product”, commented Bedi.
Over the years, consumer expectations are rationing up. Consumer want instant access to instant information with the ability to buy whatever product or service they want to consume, whenever, on whatever device, with all of it being a consistent and continuous experience.
