Adobe 2009 Annual Report Download - page 19

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there is a unique opportunity for Adobe to deliver an end-to-end workflow that will allow customers to create, deliver,
monetize, and optimize the impact and business results of their content and assets.
Omniture Business Summary
We acquired Omniture on October 23, 2009. As one of the largest businesses in the SaaS industry, our Omniture
business segment processed over one trillion transactions during the period of Adobe’s fourth quarter in a hosted
environment for approximately 5,000 customers around the world.
Like the rest of our business segments, Omniture revenue was adversely affected during 2009 and growth rates slowed
compared to those achieved in 2008. However, in a trend that began before our acquisition of Omniture in October 2009, the
Omniture business appeared to stabilize during the fourth quarter with the improvement in the general economy, as indicated
by an increase in the transaction volume on our network. In addition, our customer retention rates began stabilizing and we
experienced an increase in sales of additional subscription services into our existing customer base.
Omniture’s flagship product, SiteCatalyst, anchors our analytics business, and represented 56% of the Omniture revenue
reported in the fourth quarter of fiscal 2009. This compares to revenue of 62% in the comparable year-ago period, and
reflects success against our effort to provide additional types of services beyond analytics which integrate into our Online
Marketing Suite. These additional services represented 32% of Omniture’s revenue in the fourth quarter of fiscal 2009, and
compares to 27% in the comparable year-ago period. Our Omniture professional services, including training and consulting
services, comprised the remaining 12% of Omniture’s revenue in the fourth quarter of fiscal 2009.
Omniture Strategy
In the coming year, we hope to build upon the momentum Omniture achieved over the past several years by enabling
our customers to capture, store and analyze information generated by their Websites and other sources and to gain critical
business insights into the performance and efficiency of marketing and sales initiatives and other business processes. We
intend to help our customers utilize this information to automate the targeting and delivery of content and marketing offers on
a Website, as well as the broader Internet, and test site design and navigational elements to optimize the user experience and
revenue opportunities for our customers. We also intend to enhance our services by providing customers with real-time
access to online business information, the ability to integrate that information with a broad set of other data sources, and
generate flexible reports using real-time and historical data and the ability to measure, automate and optimize critical online
processes.
With the acquisition of Omniture in fiscal 2009, we believe we can help customers create a complete feedback loop of
creation, delivery, analysis, and optimization around their creative and enterprise workflows. We expect to add capabilities to
many of our content creation and developer tools to enable improved trackability of content in such workflows.
We also believe we can accelerate the growth of our Omniture business by expanding the Omniture go-to-market
strategy to include new geographies and vertical markets where Adobe has a strong presence.
Omniture Products
We offer the Omniture Online Marketing Suite, our suite of products and services used to manage and enhance online,
offline and multi-channel business initiatives, which we host and deliver to our customers on-demand and also provide as an
on-premise solution for some products. Our Online Marketing Suite consists of an open business analytics platform and an
integrated set of optimization applications for visitor acquisition, conversion, online analytics and multi-channel analytics.
These components and services are accessed primarily by a Web browser, and are built on a scalable and flexible computing
architecture. As such, these components and services reduce the need for our customers to make upfront investments in
technology, implementation services or additional IT personnel, thereby increasing customers’ flexibility in allocating their
IT capital investments.
The components of our Online Marketing Suite, are described in more detail below and are organized by four main
components of our offering: Visitor Acquisition, Conversion, Online Analytics and Multi-channel Analytics.
Omniture Visitor Acquisition
Omniture SearchCenter—hosted software which simplifies search marketing by providing a common interface to
manage search campaigns across multiple search engines, integrate campaign metrics with web analytics, and optimize across
marketing programs; enables search marketing to occur in the context of a broader marketing plan such that users such as
online marketers can improve brand engagement and online conversions.