Adobe 2009 Annual Report Download - page 30

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30
Print and Publishing
Our Print and Publishing product line targets many markets. In technical authoring and publishing, our Adobe
FrameMaker product faces competition from large-scale electronic publishing systems, XML-based publishing companies
such as PTC, as well as lower-end desktop publishing products such as Microsoft Word. Competition is based on the quality
and features of products, the level of customization and integration with other publishing system components, the number of
hardware platforms supported, service and price. We believe we can successfully compete based upon the quality and
features of the Adobe FrameMaker product and our extensive application programming interface.
In desktop publishing, our Adobe PageMaker product faces competition from other software products, including
Microsoft Publisher. Competition is based on the quality and features of products, ease-of-use, printer service support and
price. We believe we have a strong product and can successfully compete with these types of applications based upon the
quality and features of the Adobe PageMaker product, its strong brand among users and its widespread adoption among
printer service bureaus.
In printing technologies, we believe the principal competitive factors for OEMs in selecting a page description language
or a printing technology are product capabilities, market leadership, reliability, price, support and engineering development
assistance. We believe that our competitive advantages include our technology competency, OEM customer relationships and
our intellectual property portfolio. Adobe PostScript faces competition from Hewlett-Packard’s proprietary PCL page
description language and from developers of other page description languages based on the PostScript language standard,
including Global Graphics and Zoran. In addition, Microsoft’s XPS document format competes with Adobe PDF and our
Adobe PostScript technologies and solutions.
In the rapid eLearning authoring market, our Adobe Captivate product faces competition from general content
development tools such as Microsoft PowerPoint, screen recording tools such as Techsmith’s Camtasia and more advanced
eLearning and software simulation solutions such as Firefly, Lectora and Articulate. Competition in this market is based on
speed of development and completeness of the features of products, ease-of-use and price. We believe our product can
successfully compete based upon the strength of its broad range of features, its strong brand among users and its widespread
adoption among training developers.
In Web content management, our Adobe Contribute product faces competition from solutions that provide for the simple
creation of blogs and “Wikis,” as well as basic content publishing products such as Microsoft Word, Microsoft FrontPage,
Microsoft Notepad, basic HTML editors like ezHTMLArea and ekTron, content management tools like Microsoft SharePoint
and, large-scale Web content management systems from companies such as Interwoven, Vignette, IBM and Oracle.
Competition in this market is based on usability, quality and features of products, the level of customization and integration
with other Web content management components, the integration with Web design tools, the number of hardware platforms
supported, service and price. We believe we can successfully compete based upon the usability and price of Adobe
Contribute, its strong brand among users and integration with other Web content management components.
In multimedia content authoring, our Adobe Director product faces competition from a variety of multimedia content
authoring tools. Competition is based on the quality and features of products, ease-of-use and price. We believe we have a
strong product and can successfully compete based upon the quality and features of the Adobe Director product, its strong
brand among users, its widespread adoption among content developers and publishers and the widespread proliferation of the
Shockwave Player.
In technical Web authoring and publishing, our Adobe RoboHelp product faces competition from large-scale Web
publishing systems, XML-based Web publishing companies, as well as lower-end publishing products such as Microsoft
Word. Competition is based on the quality and features of products, the level of customization and integration with other
publishing system components, service and price. We believe we can successfully compete based upon the quality and
features of the Adobe RoboHelp product.
OPERATIONS
Marketing and Sales
We market and distribute our products through sales channels, which include distributors, retailers, software developers,
systems integrators, ISVs and VARs, as well as through OEM and hardware bundle customers. We also market and license
our products directly using our sales force and through our own Website at www.adobe.com.