Dive Brief:

• Adobe announced the Adobe Experience Cloud, a set of cloud services for the enterprise bringing all of its digital cloud technologies onto a single platform, at its annual Digital Marketing Summit in Las Vegas Tuesday.

• The new single platform combines Adobe Marketing Cloud, Adobe Advertising Cloud and Adobe Analytics Cloud.

• The technology is built on the Adobe Cloud Platform and uses Adobe Sensei’s machine learning and artificial intelligence capabilities to help with data sharing.

Dive Insight:

Integrating services is never a bad idea. Rather than sell components like Adobe Marketing Cloud, Adobe Advertising Cloud and Adobe Analytics Cloud separately, Adobe will now sell them as one unified piece. In doing so, the company hopes to broaden its reach in the enterprise.

Adobe has traditionally focused on marketing, but digital transformation has caused other parts of a business to focus on areas that may have more traditionally fallen under marketing. Adobe wants to capitalize on this shift and thereby better cement its place in the enterprise as a tool for improving the customer experience.

Adobe won’t be lonely. With Experience Cloud, Adobe has set itself up to compete more directly with Oracle and Salesforce, companies that also focus on marketing and analytics and how they affect customer experiences.

As the cloud expands, companies like Adobe — which traditionally focused on selling on premise software — have had to pivot to more cloud-focused business models. Last September, Adobe and Microsoft announced they would partner to help businesses better engage customers in the cloud.