Microsoft, Adobe announce major tie up to bolster Azure cloud services

Tech giants Microsoft and Adobe have announced a major partnership to promote the use of each other's cloud-computing tools among their mutual customers.

Satya Nadella, Microsoft's chief executive, called the deal a "massive milestone," in an appearance here with Shantanu Narayen, his Adobe counterpart.

The deal follows a pact last year that linked some Adobe products to Microsoft's customer relationship management tools.

Cloud-computing, a growing business in which companies increasingly turn to rented, web-based infrastructure to run their software instead of their own back room servers, has a been a showcase of Microsoft's newfound willingness to partner with erstwhile competitors.

Under the new deal, the maker of Photoshop will use Microsoft's network of on-demand data storage and processing power to run its web-based digital media and marketing software.

Microsoft said Adobe will now make Azure its "preferred cloud platform" for its three main services: the Adobe Marketing Cloud, Creative Cloud and Document Cloud.

Specifically, Adobe will use SQL Server and Azure's machine learning services available in the Microsoft Cortana Intelligence Suite.

"Customers today expect a well-designed, personalized and consistent experience every time they engage with a brand," said Shantanu Narayen, president and CEO of Adobe at the keynote session.

"Adobe and Microsoft will bring together the cloud horsepower and end-to-end capabilities brands need to design and deliver great digital experiences."

The companies are also working to make sure customers can seamlessly work across each other's software, they said in a joint statement today.

Financial terms of the deal were not disclosed.

During today's Ignite keynote, Narayen also noted that he sees this as the next phase in Adobe's partnership with Microsoft.

"Customers today expect a well-designed, personalized and consistent experience every time they engage with a brand," said Shantanu Narayen, president and CEO of Adobe, in today s announcement.