Foxit is a leading provider of innovative PDF and eSignature products and services, helping knowledge workers increase productivity and do more with documents. Pulse 2.0 interviewed Foxit Executive VP WW Sales Andrew Travis to learn more about the company.
Andrew Travis’ Background
What is Andrew Travis’ background? Travis said:
“I have a strong background in sales leadership, with a proven track record in both North American and international markets. Currently, I lead global sales efforts at Foxit, where I’ve been for five years. Prior to that, I held sales roles at Adobe, Oracle, and other enterprise software companies for over 20 years.”
“At Foxit, I’m responsible for our go-to-market strategy in North America, EMEA, Australia, and New Zealand. It’s a pretty broad role that covers direct sales, channel sales, and even our e-commerce online store. It is an exciting challenge helping our partners and customers daily.”
Favorite Memory
What has been your favorite memory working for the company so far? Travis reflected:
“You know, it’s hard to pin down just one favorite memory. What really stands out to me, and I think what will always be the most memorable for me, is the incredible team we have here at Foxit. Our people, our purpose, and our presence in the market… that’s what really makes us special. Product and price are important, but I truly believe our team’s internal morale and dedication to channel partner and customer satisfaction are the big things that set us apart from competitors. Also, we’ve have an enviable track record of attracting and retaining top talent – it’s something I haven’t seen at this level anywhere else in the tech space, and it makes coming to work every day a real pleasure.”
Core Products
What are the company’s core products? Travis explained:
“Foxit productivity solutions include Foxit PDF Editor + AI, Foxit eSign, and Foxit PDF Reader. For developers, we have Foxit PDF SDK high-performance PDF libraries, a Foxit eSign API app, and website integration. Our enterprise solutions include Admin Console for centralized license management and Enterprise Automation for automated document processing. And our online tools include (but are not limited to) PDF to Word, Compress PDF, Merge PDF, Word to PDF. We integrate with all of the top platforms, including Microsoft Teams, Google Workspace, SharePoint, Salesforce, and Zapier.”
“We’ve taken a true and trusted format and turned that humble document into a productivity powerhouse. Our PDF editor is the core of what we do, but we’re not stopping there. We’ve added e-signatures and AI-driven automation, and more – not to mention, our security features and functionality are unmatched – to create a document management dream team.”
“What we hear time and again, however, is that what really sets us apart is our belief in democratizing document solutions. We’re not just targeting power users; we’re empowering everyone in an organization to work smarter. By making our tools more accessible and more affordable, we’re helping businesses unlock their full potential.
And for those that want to dig down a bit more here, we’ve worked with Forrester to build out a clear ROI against the leading PDF vendor.”
Challenges Faced
What challenges have Travis and the team faced in building the company? Travis replied:
“The PDF market is a crowded space, and standing out can be tough. Everyone’s selling paperless solutions, right? But we’ve turned that challenge into an opportunity. We’ve focused on being more than just a PDF tool – we’re a productivity powerhouse.”
“Our secret sauce? A relentless focus on the customer. We’ve cracked the code on delivering a product that not only works flawlessly but also anticipates our customers’ needs. By being incredibly responsive, innovative, and customer-centric, we’ve built a reputation for turning PDF challenges into effortless solutions. It’s about more than just features; it’s about delivering an experience that blows our competitors out of the water.”
Evolution Of Foxit’s Technology
How has the company’s technology evolved since launching? Travis noted:
“We’ve been on a thrilling journey since day one. The PDF world is constantly evolving, and Foxit is leading the charge. By actively shaping the PDF standard, we’ve ensured our technology is always ahead of the curve. But that’s just the beginning.”
“We’ve injected AI into our DNA, becoming pioneers in AI-powered PDF processing. And we haven’t stopped there. E-signatures, automation, and intelligent document processing have joined our arsenal. Strategic partnerships, like our alliance with Dell, have supercharged our capabilities. It’s all about delivering more value, faster. We’re not just adapting to change; we’re driving it.”
Significant Milestones
What have been some of the company’s most significant milestones? Travis cited:
“Some of our biggest milestones have been around innovation and market expansion. Again, Foxit was the first to integrate AI into PDF processing, which was a game-changer. We’ve also made significant inroads into new markets. Particularly in emerging economies like the Middle East, Latin America, and Africa. These are areas where our value proposition – high functionality at the most competitive price – really resonates.”
“We’ve also had some major customer wins – names you don’t need to be in high-tech to know, all leaders in their respective spaces – like securing one of the top five law firms in the world as a client.”
“And of course, the cutting-edge work we are doing with Dell with document processing on ARM processors – that has been huge for the industry, not to mention for Foxit.”
Customer Success Stories
Can you share any specific customer success stories? Travis cited:
“We work with some of the most well-known and highly respected organizations in the world. Some interesting case studies can be found here: https://www.foxit.com/resources/casestudy.html.”
“Recently, some of the sectors where we’ve seen great success – especially over our biggest competitor – are legal, hospitality, government, healthcare, manufacturing, and financial services. For example, we have a case study with a massive federal government agency in Canada that implemented our solution across 200,000 employees. In the legal sector, one of the top five law firms globally just chose us.”
“These document-centric industries, where digital workflows are critical, as are budgets and regulations compliance – this is where we really shine. We’re helping these organizations boost efficiency and productivity by giving every employee access to full-featured PDF tools, not just a select few power users.”
Total Addressable Market
What total addressable market (TAM) size is the company pursuing? Travis assessed:
“According to Business Research Insights, the global PDF editor software market size was USD 2844.32 million in 2022 and is projected to be USD 7713.62 million by 2028 (USD 7.71362 billion), exhibiting a CAGR of 18.09% during the forecast period.”
“According to Mordor Intelligence, the Global E-Signature Platform Market size is estimated at $5.20 billion in 2024, and is expected to reach USD 18.64 billion by 2029, growing at a CAGR of 29.08% during the forecast period (2024-2029).”
Differentiation From The Competition
What differentiates the company from its competition? Travis affirmed:
“I’d say our key differentiator is that we deliver greater overall value, not just a better price.”
“We’re more cost-effective than our competitors, but it goes beyond that. We offer a level of customer support and personal attention that larger companies simply can’t match. We’re more nimble and more responsive to customer needs. We make it easier for our channel partners to do business with us – which translates into them enjoying faster and greater revenue. And importantly, our pricing model allows organizations to provide full-featured PDF tools to all employees, not just a select few, which drives productivity across the entire business. It’s about empowering users and removing bottlenecks in document workflows.”
Future Company Goals
What are some of the company’s future goals? Travis pointed out:
“Looking ahead, we’re really focused on pushing the boundaries of what’s possible with document technology. We’re continuing to enhance our products with AI and machine learning capabilities. For instance, we’re working on making documents more intelligent by using AI for tasks like document summarization, translation, and even reconstruction based on AI analysis. We’re also putting a lot of effort into improving our enterprise management capabilities through our admin console. Another key goal is expanding our partner ecosystem. We want to work more closely with our partners to learn from their advanced customer base and drive innovation that continues to exceed market needs.”
Additional Thoughts
Any other topics you would like to discuss? Travis concluded:
“In today’s world it feels like too many tech companies are becoming increasingly impersonal and harder to work with. At Foxit, we’re doubling down… on being approachable, flexible, and going above and beyond to respond to our customers’ needs. That’s why we do not have the one-off customers… we build relationships where we can demonstrate that we truly care about their success. We’ve been told (and we see first-hand) that this approach matters… especially as more and more organizations are looking for alternatives to the expensive, inflexible, legacy tech behemoths.”
