Adobe Experience Makers is a new podcast series showcasing global and local brands that are crafting smarter, more meaningful interactions to tap into the specific needs of customers in a region of staggering diversity.
Insightful interviews—conducted by podcast hosts Siva Ganeshanandan, APAC director for Adobe Experience Cloud, and Janie Lim, APAC marketing director for Adobe’s Digital Media business—will explore in-depth the creative and customer-centric thinking in different industries, including media and entertainment, consumer electronics, technology, and professional services. You’ll hear how leading brands are changing the way they do business, whether consumer-facing or B2B, selling high-value or discretionary items, or as a one-off purchase or subscription.
You’ll also hear about the philosophies and principles that guide leaders such as Azran Osman-Rani, CEO of mass market entertainer iflix Malaysia. By putting the needs, tastes, and habits of customers first, iflix is able to bring movies and TV shows to millions of mobile consumers.
In this first episode of Adobe Experience Makers, Osman-Rani revealed a dynamic yet deeply respectful attitude to social, technical, and economic factors in Malaysia and nearby emerging markets. The former boss of budget airline AirAsia X shared his love of culture and explains how this supports his current role. A commitment to local content, expectations, and trends is helping iflix build audience loyalty and fend off the Hollywood-stocked competitors.
But some Western influences are simply inescapable. The guest in this second episode of Adobe Experience Makers, Vinay Dixit, vice president of food preparation and dish care at Electrolux APAC and head of Electrolux India, credits a certain cooking show for breaking down barriers. He called it the “master chef effect,” where customers are inspired to venture outside of traditional cooking techniques and purchase items such as their first oven.
It’s a big decision for the consumer and a big opportunity for the appliance brand to win and retain the customer. Dixit has spent much of his career researching consumer habits and trends. He shared his insights on building trust and explains how, despite the bulky nature of these big-ticket consumer items, Electrolux is using digital marketing to stay vibrant ad relevant, nourishing these crucial relationships for the long term.
Feeding On Innovation
Peckish? Episode three, below, will have you craving your favourite feast, burger, or curry. In fact, whatever you fancy, chances are Simon Rossi, the APAC general manager of UberEATS, knows exactly where to get it. Created off the back of ride-sharing disruptor Uber, UberEATS is primarily a food-delivery service where consumers order via a mobile app.
In cities such as Singapore, hungry consumers are spoiled for choice. What’s different is the two-way platform, where restaurants themselves also benefit from useful data and insights. As Rossi explained, it’s an approach that supports its suppliers and encourages innovation. Some are even using UberEATS to experiment with online-only business models–that is, restaurant-quality kitchens with chefs cooking exclusively for delivery.
Meanwhile, in this era of disruption, we’ve come to expect the unexpected from newcomers. However, brands with lengthy heritage are not without their surprises either. Meet Wipro CMO Naveen Rajdev, who is changing the way this global IT services company communicates with customers and its own employees.
Wipro’s offerings are B2B, and most of its relationships span decades, but those within the organisation are youthful, dynamic, and, above all, individuals. Rajdev explained his people-centric philosophy and reveals some surprising channels for communication.