Adobe 2010 Annual Report Download - page 11

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Digital Media Solutions Segment
Digital Media Solutions Market Opportunity
Our Digital Media Solutions segment contains our professional imaging and video products, and targets many of the
same creative professional customers as our Creative and Interactive Solutions business. In addition, our Digital Media
Solutions business is chartered with focusing on additional opportunities in imaging and video workflows where there are
challenges faced by creative professionals in markets such as professional photography, television, and film and
broadcasting. Similarly, our Digital Media Solutions team is focused on leveraging Adobe’ s strong brand and market-leading
imaging and video technologies to deliver innovative products to non-design professionals at work and at home.
Imaging and video are critical drivers of the explosion of digital content being created, managed and distributed via the
Web. The use of imaging and video tools is essential for creating and enhancing visually rich content, including pictures and
graphics, as well as video, animation and mobile content. Those creating this content include creative artists and professional
photographers, as well as multimedia, film, television, audio and video producers. They work in industries including
advertising, Web design, music, entertainment, broadcasting, fine arts, corporate and marketing communications, product
design, user interface design and training.
We believe the innovation and capabilities we deliver in our tools and solutions enable the future of digital media, and
our imaging and video products are mission-critical for how creative professionals create their content. In addition,
knowledge workers, educators, hobbyists and high end consumers are also attracted to our imaging and video products to
create and deliver content that is of creative professional quality.
Because of the explosion of rich media content on the Web, traditional markets such as entertainment and television
broadcasting are evolving rapidly. Audiences today have new choices for when and how they view content. Advertising
models are shifting in response, and broadcasters face enormous opportunity as they adapt to take advantage of these trends.
Smart investments in technology for a wide array of screens are critical for success.
We believe we can help advance the next generation of content creation and media delivery due to the capabilities and
broad reach of our products in the entertainment and broadcasting industries. In addition to the creation and enhancement of
content, our solutions also enable our customers to take advantage of these new market opportunities. Integration with other
key industry vendors which enables improved collaboration, workflow and media delivery assists our customers as they
migrate their content and business models online. Rich metadata that can be integrated within content our tools create makes
the content more discoverable to a wider audience via the Web. Analytics via our Omniture offerings also enables greater
measurement and content optimization possibilities.
Our offerings in the Digital Media Solutions market extend from desktop tools, to smartphone and tablet applications, to
cloud-based SaaS capabilities, to real-time rich media solutions which give business users the control to upload, manage,
enhance and publish dynamic rich content with minimal IT support. Our offerings also extend to the delivery of rich media
through streaming media and a flexible development environment for creating and delivering innovative, interactive media
applications. Our media products and services enable broadcasters, event organizers and marketers to reach the broadest
possible audience.
As outlined in the opportunities for our Creative and Interactive Solutions business, the market dynamics for our
customers continue to evolve. People are constantly connected and are creating, modifying and sharing images and video
throughout the day, with whatever device is accessible to them—whether it be a phone, a tablet, a PC or a television. Our
digital media customers look to their software tools as a means to make their information impactful and to repurpose content
across a variety of media, applications and systems to address how their constituents are accessing this content. Our
customers desire greater efficiency from the software they use to streamline their publishing and content creation workflows
and to effectively manage their assets. They also look for new and innovative ways to deliver their content and information,
including through new solutions such as hosted or cloud-based services.
Our Digital Media Solutions customers license upgrades and new versions of our products due to the high degree of
innovative new features and significant productivity gained through their use. They also frequently purchase license upgrades
and new versions of these products when they buy new computers, or migrate to new or updated operating systems.
In addition, knowledge workers in enterprises, educators and students in schools and universities, and hobbyists at home
license our Digital Media Solutions products. Knowledge workers desire professional-quality products to accomplish tasks
such as creating images and video for visually-rich sales presentations, engineering or architectural proposals, real estate
flyers and school yearbooks. Educators utilize our solutions to educate future creative professionals, as well as create their
course content and online eLearning-based lessons. Hobbyists use our tools to create distinctive online communications and