Adobe Inc, a global producer of creative design tools and document management software, has opened its first office in Thailand to capitalise on the growth of the country's digital and creative economy, marking a major milestone in its business expansion strategy in Southeast Asia.
Simon Dale, vice-president and managing director of Southeast Asia (SEA) and Korea at Adobe, said yesterday that opening a new collaborative office in Thailand is an important step for the company in Southeast Asia. The office began its operations in February this year.
With the company's Singapore office having served the Southeast Asia region for over 21 years, the establishment of the new office in Thailand further underscores Adobe's commitment to its customers and partners in the region.
The establishment of the new office also reflects Adobe's strategic investments in innovation-led business growth. Thailand is a very important market as Adobe's second largest market in terms of revenue in Southeast Asia, and the Thai market is sizeable enough now to add more local resources to provide greater engagement and support to the company's customers and partners.
Mr Dale said Thailand is the fastest-growing digital economy in the region as its businesses are going digital and the nation has strong digital infrastructure. "Those businesses are also going global, such as banks and retailers which require global solutions for scaling."
The country also has an outstanding creative economy. At present, 3% of Thailand's GDP is contributed by the creative economy, while the rate in South Korea stands at 10%. "We can help to accelerate this and share best practices," Mr Dale said.
Moreover, Adobe also sees opportunities for engaging with the government to support the country's digital initiatives. It also sees opportunities to work with the education sector by offering training to students.
The new local office is located in Ploenchit, the heart of Bangkok's central business district. It provides a hybrid workplace that empowers employees to connect with one another and engage with customers.
The Thailand office will play a pivotal role in strengthening relationships with the company's partners and customers including Central Retail and Siam Piwat, supporting their evolving needs in terms of delivering exceptional digital experiences.
"Our company is over 40 years old and we were very much consumer-users in the early days. But over the last 10 years, we've attracted more enterprise business users who we need to engage with and increase their trust with local support," Mr Dale said.
Adobe would in the future consider positioning the Thailand office to support its foray into the Indochina region.
He said the company has also embraced generative artificial intelligence (AI) capability. Adobe Firefly, which is beta version, is an AI art generator that can help create images, vectors, videos, and 3D from text.
"We're infusing AI into our products as a co-pilot that helps our customers work faster and smarter and bridges the gap in terms of communication between business and creative teams."