Carlo Viale has been Marketing Director for Italy since December 2002. Born in Milan in 1968, after graduating from the Catholic University of Milan with a high school diploma in classical studies and a degree in Economics and Business, he completed a master's degree in public relations and public affairs at Burson-Marsteller, the Italian branch of one of the world's leading PR agency networks. After gaining significant experience in marketing communications at Burson-Marsteller, he joined Adobe Systems in September 1997, where he developed a significant career path, holding various roles until reaching his current position.
Who is Adobe? Founded in 1982, Adobe revolutionizes the way the world consumes ideas and information. For more than twenty years, Adobe technologies have helped redefine communications for people and businesses and set new standards for producing and distributing content anywhere, anytime. From images for print, to video and film, to dynamic digital content for a variety of media, the impact of Adobe solutions is evident for businesses and everyone who creates, views, or manages information. What is the Italian software market like and what are the prospects? The Italian software market is generally affected by the modest performance of the entire ICT sector to which it belongs. This is not surprising, given that GDP is also virtually stagnant. However, the latest Assinform report points to application software and IT professional services as Italy's potential gateway to information technology. Adobe is poised to seize this opportunity, boasting a broad range of solutions based on widely used standard technologies such as PDF and Flash. What is the relationship between Italian companies and Adobe products? The pervasiveness of Adobe PDF and Adobe Flash technologies means that Italian companies cannot avoid engaging with them. This allows Adobe to more easily publicize its next-generation solutions, which, based on these standards, significantly improve the way businesses and individuals distribute, manage, and interact with information. What is Adobe's vision? Adobe's vision leverages the technological power of PDF and Flash formats to improve the way information is created, managed, and distributed. Adobe Reader and Flash Player are already available on hundreds of millions of computers, cell phones, and mobile devices worldwide, allowing people to effectively consume all content without limitations of space, time, or device. Thanks to a corporate culture driven by innovation, Adobe continues to reinvent the way information is perceived, created, and distributed. What are your products and which ones do you focus on most? Adobe products are diverse to meet the needs of different markets. There are products for creative professionals in the media sectors. Who is your typical customer? Our typical customer, given the wide range of products, ranges from individual users to large companies. Who are your competitors? It's very difficult to compile a meaningful list of Adobe's competitors. On the one hand, Adobe offers solutions that appeal to a very broad range of customers, from consumers to large enterprises; on the other, the degree of pervasiveness of its technologies (Adobe PDF and Flash) is currently difficult to match. Some companies that can be considered Adobe's competitors in some market segments, such as Apple and Microsoft, operate as its partners in others. Therefore, we can conclude that Adobe has multiple competitors in individual vertical markets, such as Quark in printing and prepress, but none capable of simultaneously competing in all or nearly all of its areas of activity. What does Adobe offer more than its competitors in Italy? Why choose Adobe? In over 20 years of business, Adobe has always stood out for the quality and breadth of its product offering, as well as for its ability to respond to and anticipate market needs. With the acquisition of Macromedia and growing revenue, Adobe guarantees maximum organizational and financial stability to its customers. How has the last year gone, and what are your goals for the future? The past year has also confirmed the growth trend, which remains among the objectives for next year. With the acquisition of Macromedia, Adobe has created the sixth largest software group in the world, with a turnover of 2.7 billion. Today, more than 90% of creative professionals use PhotoshopPDF documents represent approximately 10% of web content, Adobe PDF is present on 90% of computers, and Flash is installed on 98% of desktop computers with an Internet connection. Future goals are to merge PDF and Flash, thus creating a pool of pervasive technologies on all PCs and enabling the use of new server-side solutions.
Published in Digital tools
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