IBM and IBM-owned Red Hat formed a strategic partnership with Adobe to help regulated industries, such as banking and healthcare, launch personalized marketing campaigns while also protecting their data.
With more core workloads moving to the cloud, companies need to protect critical data when they are engaging in data-driven marketing. In addition to protecting data, the partnership enables customers to deliver more personalized experiences in order to drive customer engagement, profitability and loyalty.
In order to address customers' data privacy, Adobe's Adobe Experience Manager will run on Red Hat OpenShift, which is an open source container platform, in order to run marketing campaigns from any hybrid cloud environment, from multiple public clouds to on-premise data centers.
As part of the partnership, Adobe joined IBM's partner ecosystem as a strategic partner providing customer experience solutions for the IBM Cloud for Financial Services. Using the IBM Cloud for Financial Services, IBM will extend Adobe Experience Manager to help professionals across industries to meet their security and regulatory requirements.
Also, IBM iX, the business design arm of IBM Services, will extend its offerings across all of Adobe's core enterprise. That integrated support includes Adobe Creative Cloud, Adobe Experience Cloud and Adobe Document Cloud.
"Now more than ever companies are accelerating their efforts to engage customers digitally," said Adobe's Anil Chakravarthy, executive vice president and general manager, digital experience, in a statement. "We are excited to partner with IBM and Red Hat to enable companies in regulated industries to meet this moment and use real-time customer data to securely deliver experiences across any digital touchpoint, at scale and compliant with regulations."
As part of the partnership, IBM will use the Adobe Experience Cloud for its own global marketing.
While it still trails Amazon Web Services and Microsoft Azure, IBM has been building up its cloud capabilities. In April, IBM named Howard Boville as the new head of its cloud business. Boville, who was CTO of Bank of America, replaced Arvind Krishna, who moved into the CEO role at IBM.
In November, IBM announced it had designed a financial services-ready public cloud by collaborating with Bank of America. The financial cloud, which is built on IBM’s public cloud and uses Red Hat's OpenShift technology, was designed to help address the requirements of financial services institutions for regulatory compliance, security and resiliency.