Adobe 2012 Annual Report Download - page 10

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Microsoft PowerPoint; touch-friendly capabilities on tablets; and newly integrated cloud services, including sophisticated Web
contracting with Adobe EchoSign and forms creation, data collection and analysis with Adobe FormsCentral. Acrobat XI
additionally supports IT departments with seamless Microsoft Office and SharePoint integration, easy deployment, applications
virtualization and robust application security. Our free Adobe Reader, used by hundreds of millions of people to view and interact
with PDF documents, was also updated to deliver more features to users, and includes full support for non-PC devices such as
iPhones, iPads and Android devices. Our EchoSign service, with its simplistic model that doesn't require scanning software,
signature pads or digital certificates, is used to sign nearly one million contracts per month. In addition to making this service
available to Acrobat XI users, we also integrated it with our Adobe Reader in fiscal 2012.
During the year, continued adoption of our Creative Suite and Creative Cloud products also contributed to broader adoption
of Acrobat in the creative professional market. Utilization of Acrobat prepress, printing and collaboration functionality is a critical
component of creative customer workflows. Acrobat Pro is included in several Creative Suite editions and in Creative Cloud
membership, and these offerings were updated to include Acrobat XI when it was released in the fourth quarter of fiscal 2012.
Digital Media Strategy
In fiscal 2013, we intend to implement strategies which will accelerate the adoption of our Creative Cloud subscription
offering. This includes migrating existing users from their current perpetual licenses, as well as driving new customer adoption.
Aspects of this strategy include increasing the value of Creative Cloud by delivering frequent product updates and enhancements
to subscribers; using promotions to attract customers to the offering; expanding our go-to-market reach through referral affiliate
models to reach new customers particularly in the small and medium business (“SMB”) space; and utilizing Creative Cloud for
teams and Creative Cloud for enterprise offerings to drive broad adoption with customers who license our software in volume.
As part of our Creative Cloud strategy, we also intend to streamline how customers learn about our offering, sign up to use
it, and pay for it. We expect to accomplish these goals by utilizing our digital marketing solutions to drive awareness and customer
conversion on our website. We believe Adobe.com will increasingly be the destination site where we engage individual and small
business customers to sign up for and renew Creative Cloud subscriptions. We also will utilize channel partners such as corporate
resellers to target mid-size creative customers with our Creative Cloud for teams offering, and our direct sales force to build
relationships and drive adoption of our Creative Cloud for enterprise offering with our largest customers.
In digital imaging, we plan to broaden the adoption of our Photoshop Lightroom and Photoshop Elements products, and
use our Revel product for tablets to increase awareness of our image editing and sharing solutions. In interactive development we
will continue to advance the capabilities of our tools to deliver cutting-edge HTML5 capabilities with products such as Edge,
while also investing in improving the capabilities of Adobe Flash in the PC-based gaming market.
In the coming year we also plan to continue to market the benefits of our Document Services 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.
We also intend to enhance and build out the delivery of cloud-based document services to our Acrobat and Adobe Reader
users. The release of Acrobat XI included newly integrated cloud services, including sophisticated web contracting with EchoSign
and forms creation, data creation and analysis with FormsCentral. It also includes our SendNow feature which enables users to
deliver large electronic files over the web with security and fidelity.
With the integration of our cloud-based EchoSign solution with our Acrobat family of products, we intend to continue to
promote its capabilities to millions of Acrobat users and hundreds of millions of Adobe Reader users. We believe that by substantially
growing the awareness of Adobe EchoSign in the broader contract delivery and signing market, we can help our customers migrate
away from paper-based overnight express mailing and adopt our solution, substantially growing our revenue with this business
in the process.
Digital Marketing Segment
Digital Marketing Opportunity
Consumers today can interact with businesses across multiple channels and devices, and it is up to businesses to figure out
how to best attract, engage, acquire and retain customers in a world where the reach and quality of experiences directly impact
success. Marketing executives need to know that their investment is optimizing consumers' experiences and delivering the greatest
return on our customers' marketing spend. Online marketing goals must map clearly to overarching business objectives, and
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