Ignite 2016, Microsoft's biggest conference of the year, is officially underway in Atlanta Georgia. At the event, Microsoft and Adobe announced a strategic partnership which aims to help enterprise companies embrace digital transformation.
Overall, the two companies together aim to enable businesses to strengthen brands with Microsoft's Azure and Dynamics 365, and Adobe's Marketing Cloud. As part of the partnership, Adobe makes Microsoft Azure its preferred cloud platform for Adobe Marketing Cloud, Adobe Creative Cloud and Adobe Document Cloud. Microsoft, meanwhile, will make Adobe Marketing Cloud its preferred marketing service for Dynamics 365 Enterprise edition. Microsoft CEO Saya Nadella but the partnership best, and said:
"Business leaders in every industry are focused on how to better engage their digital customers, wherever they are....Together, Adobe and Microsoft are bringing the most advanced marketing capabilities on the most powerful and intelligent cloud to help companies digitally transform and engage customers in new ways."
Ultimately under the partnership, the two tech companies will create standardized data models for their marketing and business applications. Microsoft notes that it and Adobe intend to make the data models extensible to enterprise customers, as well as third-party developers and partners, in order to foster innovation and development.