On Monday, two tech giants Microsoft and Adobe announced their newly formed partnership focused mainly on providing cloud-based products to their hugely common user base.

Under said partnership, Adobe will make Microsoft Azure its preferred cloud platform for the Adobe Marketing Cloud, Adobe Creative Cloud, and Adobe Document Cloud. Azure would provide Adobe with a trusted, global cloud and a powerful data platform for intelligent services, like comprehensive machine learning and cognitive capabilities in Microsoft Cortana Intelligence Suite and SQL Server.

In turn, Microsoft will make Adobe Marketing Cloud its preferred marketing service for Dynamics 365 Enterprise edition, giving customers a powerful, comprehensive marketing service for Microsoft’s next generation of intelligent business application.

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This partnership will help Adobe to compete with other leading cloud competitors like Amazon.com Inc. while also giving Microsoft an edge over the Amazon Web Services, Amazon’s market-leading cloud service. The team up of the two would also help oppose the Salesforce.com Inc., which competes with Adobe for the cloud-based marketing customers as well as with Microsoft for customer software. Salesforce.com is also a partner to Microsoft in other sectors.

Previously, Adobe aligned its Creative Cloud services with AWS in the US, EU and Asia. However, a statement from the company today said: “Adobe will make Microsoft Azure its preferred cloud platform for the Adobe Marketing Cloud, Adobe Creative Cloud and Adobe Document Cloud,” suggesting that’s the end of the company’s partnership with Amazon.

Regarding this partnership, Amazon.com stated that, “We have a significant, long-term relationship and agreement with Adobe that hasn’t changed. Their customers will want to use AWS, and they’re committed to continuing to make that easy.”

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The main goal of both pioneers in the shift to the cloud’s join forces was to attempt a boost in sales in an area where subscription based services can be more tempting to the consumers than the traditionally installed software.

“Customers today expect a well-designed, personalised and consistent experience every time they engage with a brand,” said Shantanu Narayen, president and CEO of Adobe. “Adobe and Microsoft will bring together the cloud horsepower and end-to-end capabilities brands need to design and deliver great digital experiences.”

“We have completely reformed how in the cloud we can reimagine the creative process as well as documents,” Narayen added.

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