Adobe 2010 Annual Report Download - page 16

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addition to complementing our Acrobat desktop solutions, Acrobat.com also serves as an introductory service for knowledge
workers who wish to utilize PDF-creation capabilities and the Adobe Reader, but have not yet licensed an Acrobat desktop
solution.
Knowledge Worker Business Summary
In fiscal 2010, our Knowledge Worker revenue increased when compared to fiscal 2009 due to general macro-economic
improvements and increased spending by IT organizations. Helping to drive this performance was the success of our
corporate and volume licensing programs, which allow customers who want to deploy Acrobat to many users to do so
through convenient license acquisition and installation means.
Our Acrobat 9 family of products, which first shipped in August of 2008, offered features that allow workgroups to
manage a range of essential business activities such as assembling documents from multiple sources, controlling security and
access to sensitive information, enabling the creation and filling out of intelligent electronic forms and more effectively
collaborating on documents and projects. These enhanced capabilities helped to continue the increase of our penetration of
Acrobat desktop licenses in enterprises.
In November 2010, we launched Adobe Acrobat X, the tenth major version of our Acrobat family of products. With
new and improved features that improve user productivity, streamline document reviews, collect data in fillable PDF forms,
protect PDF documents and other content, and share PDF documents with others, Acrobat X extends the value proposition
for knowledge workers to communicate and collaborate more effectively. Acrobat X is offered in Standard and Pro versions,
as well as in a new Acrobat Suite which includes Acrobat X Pro, Adobe Photoshop CS5, Adobe Captivate 5, Adobe
Presenter 7, Adobe LiveCycle Designer ES2 and Adobe Media Encoder CS5.
During the year, continued adoption of our Creative Suite products has also contributed to broader adoption of Acrobat
in the creative professional market. Acrobat Pro is included in four of the five Creative Suite editions and utilization of
Acrobat prepress, printing and collaboration functionality is a critical component of creative customer workflows. As such,
adoption of Acrobat through the Creative Suite family of products has resulted in a material amount of Acrobat revenue
being reported in our Creative Solutions Segment during the year.
We also continued to grow the usage of Acrobat.com during fiscal 2010. Since it was first introduced in 2008, more than
fourteen million users have created accounts to use Acrobat.com to create and share documents, communicate in real time,
and simplify working with others. We believe this compelling subscription-based service will enhance the growth capabilities
of the Acrobat family of products in the coming years.
Knowledge Worker Strategy
In fiscal 2011, we plan to continue to market the benefits of our knowledge worker solutions to small and medium-sized
businesses, large enterprises and government institutions around the world. With our Acrobat family of products, we intend
to continue to increase our seat penetration in these markets through the utilization of our corporate and volume licensing
programs. We also intend to increase our focus on marketing and licensing Acrobat in targeted vertical markets such as
education, financial services, telecommunications and government, as well as expanding into emerging markets.
In addition, we intend to update the capabilities of our hosted service, Acrobat.com, to increase the value of the service
to existing and new users. As the use of Acrobat.com grows, we intend to target users of the free aspects of the service with
paid-for functionality that will enhance their use of the overall solution.
Knowledge Worker Products
Adobe Acrobat.com—an online collaboration suite which provides simple Web conferencing, centralized online file
sharing and storage capabilities, and online collaborative applications like a word processor and a spreadsheet authoring tool.
Adobe Acrobat Standard—software that creates secure, reliable and compact Adobe PDF documents from desktop
authoring applications such as Microsoft Office software, graphics applications and more; supports automated collaborative
workflows with a rich set of commenting tools and review tracking features; includes everything needed to create and
distribute rich electronic documents that can be viewed easily within leading Web browsers or on computer desktops via the
free Adobe Reader.
Adobe Acrobat Pro—in addition to all the capabilities of Acrobat Standard, Acrobat Pro delivers specialized capabilities
for creative professional and engineering users, such as pre-flighting, color separation and measuring tools; also allows users
to insert Flash video or H.264 video for direct playback in the most recent versions of Adobe Acrobat and Adobe Reader
software, create dynamic XML forms with Adobe LiveCycle Designer that is included with Acrobat Pro, ad hoc form