Adobe targets Nigeria’s creator economy with Redington partnership

Adobe has said it is expanding across Africa, with a strategic focus on Nigeria as the country emerges as a key market in the global shift toward a creator-led and artificial intelligence-driven digital economy.

The company disclosed this during a media parley held in Lagos to announce its partnership with Redington, a global technology distributor.

Magalie Meuris, Senior Channel Leader, South-West EMEA at Adobe, while speaking at the event, said the company’s Africa strategy reflects a deliberate effort to deepen investment and market presence on the continent.

She noted that the engagement in Lagos signalled a broader commitment to scaling Adobe’s footprint in emerging markets, particularly within Africa’s expanding digital ecosystem.

What they are saying

Speaking on the partnership, Sayantan Dev, Global Head of Software Solutions Group at Redington Group, said software had become increasingly important to business operations and competitiveness.

He noted that the partnership would strengthen Redington’s software portfolio while helping organisations access Adobe’s platforms through its distribution network.

• “Our partnership with Adobe strengthens our software portfolio and enables organizations across Africa to adopt world-class creative and document management platforms,” Dev said.

Under the arrangement, Redington’s channel ecosystem is expected to provide licensing, implementation, training, and support services to customers adopting Adobe products.

Jim Mathew, President, Africa, at Redington, said the partnership reflects efforts to support technology adoption across African markets through localised support and training initiatives.

According to him, businesses across the continent require market-specific support structures to drive effective software adoption.

More insights

Also commenting, Serkan Celik, Chief Executive Officer of TAEC, Redington Group, said Africa was entering a significant phase of digital growth, adding that the collaboration combines Adobe’s technology offerings with Redington’s regional presence.

Meanwhile, Hishamul Hasheel, Vice President, Software Solutions Group, Africa, at Redington, said organisations were increasingly seeking integrated software platforms to improve collaboration, creativity, and operational efficiency.

The partnership comes amid increasing demand for cloud-based creative and document management solutions across Africa, driven by expanding digital adoption among businesses and institutions.

What you should know

The rapid expansion of Africa’s creator economy, which was valued at over $3 billion in 2023, has been projected to reach nearly $18 billion by 2030, driven by increased digital adoption and mobile-first content creation.

According to Adobe, Nigeria remains central to that growth trajectory, given the increasing reliance on digital design, video production, and social content by businesses and individual creators.

Nigeria is also seen emerging as one of the fastest adopters of artificial intelligence globally, with widespread use across education, business, and entrepreneurship.

Adobe has said it is expanding across Africa, with a strategic focus on Nigeria as the country emerges as a key market in the global shift toward a creator-led and artificial intelligence-driven digital economy.

The company disclosed this during a media parley held in Lagos to announce its partnership with Redington, a global technology distributor.

Magalie Meuris, Senior Channel Leader, South-West EMEA at Adobe, while speaking at the event, said the company’s Africa strategy reflects a deliberate effort to deepen investment and market presence on the continent.

She noted that the engagement in Lagos signalled a broader commitment to scaling Adobe’s footprint in emerging markets, particularly within Africa’s expanding digital ecosystem.

What they are saying

Speaking on the partnership, Sayantan Dev, Global Head of Software Solutions Group at Redington Group, said software had become increasingly important to business operations and competitiveness.

He noted that the partnership would strengthen Redington’s software portfolio while helping organisations access Adobe’s platforms through its distribution network.

• “Our partnership with Adobe strengthens our software portfolio and enables organizations across Africa to adopt world-class creative and document management platforms,” Dev said.

Under the arrangement, Redington’s channel ecosystem is expected to provide licensing, implementation, training, and support services to customers adopting Adobe products.

Jim Mathew, President, Africa, at Redington, said the partnership reflects efforts to support technology adoption across African markets through localised support and training initiatives.

According to him, businesses across the continent require market-specific support structures to drive effective software adoption.

More insights

Also commenting, Serkan Celik, Chief Executive Officer of TAEC, Redington Group, said Africa was entering a significant phase of digital growth, adding that the collaboration combines Adobe’s technology offerings with Redington’s regional presence.

Meanwhile, Hishamul Hasheel, Vice President, Software Solutions Group, Africa, at Redington, said organisations were increasingly seeking integrated software platforms to improve collaboration, creativity, and operational efficiency.

The partnership comes amid increasing demand for cloud-based creative and document management solutions across Africa, driven by expanding digital adoption among businesses and institutions.

What you should know

The rapid expansion of Africa’s creator economy, which was valued at over $3 billion in 2023, has been projected to reach nearly $18 billion by 2030, driven by increased digital adoption and mobile-first content creation.

According to Adobe, Nigeria remains central to that growth trajectory, given the increasing reliance on digital design, video production, and social content by businesses and individual creators.

Nigeria is also seen emerging as one of the fastest adopters of artificial intelligence globally, with widespread use across education, business, and entrepreneurship.