Adobe 2012 Annual Report Download - page 13

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capabilities, mobile application delivery, social collaboration and deep integration into back-office systems such as e-
commerce platforms.
In addition to CMOs and digital marketers, users of our Adobe Marketing Cloud solutions include marketing professionals
such as search engine marketers, media managers, media buyers and marketing research analysts. Customers also include web
content editors, web analysts and web marketing managers. These customers often are involved in workflows that utilize other
Adobe products, such as our digital media tools and our video workflow and delivery technologies.
Given the market trends described above, we believe the combination of our Adobe Creative Cloud and Adobe Marketing
Cloud solutions helps customers to more efficiently and effectively create, measure, analyze and optimize those experiences,
creating an end-to-end workflow and feedback loop.
With our growing leadership position in video authoring, which is discussed in the “Digital Media Opportunity” section
above, we have worked closely with our customers to build out a more complete workflow to meet their additional needs for
delivering, measuring and monetizing their video assets. During fiscal 2012 we moved the management of our video content
delivery, authentication and monetization solutions to our Digital Marketing business unit based on our goal of aligning these
teams with our overall digital marketing focus.
For content delivery, we provide Adobe Media Server software, which helps premium content publishers deliver their HD
quality video to the largest audience possible across any internet-connected device, with a streamlined workflow. The Adobe Media
Server family has revolutionized media delivery with support for consistent, protected streaming on the widest array of devices
—tablets, mobile devices, connected TVs, and desktops.
Our Adobe Pass solution enables the industry goal known as “TV Everywhere” and allows pay TV customers to enjoy
content on their connected devices. Adobe Pass is licensed by media companies and verifies a user's entitlement to content simply
and securely, allowing quick time to market, a more secure environment, and more readily accessible content.
Similarly, our Adobe Access (formerly Adobe Flash Access) software provides a scalable, efficient workflow to help
customers deliver and protect premium video across desktops, mobile devices, and platforms, including iOS and Android. Adobe
Access is also an UltraViolet approved Digital Rights Management (“DRM”) technology. It extends audience reach and enables
a variety of business models for media companies, including rental, subscription, and electronic sell-through.
Our Adobe Auditude solution is a video advertising platform that powers the video advertising experience for Adobe
customers such as major media companies. With Auditude, advertisers can leverage professional TV-like video ad inventory for
advertising in on-demand video delivery, live digital events and full episode video content. The solution is further enhanced with
rich analytics, enabling our customers with robust ad serving and optimization capabilities that maximize the value of video content
on any device.
In January of 2012 we introduced Project Primetime, which is a unified, end-to-end video platform that helps media
companies achieve broadcast audience reach, lower their operating costs, and boost revenue from ad sales. Project Primetime links
Adobe streaming, DRM, ad serving, audience management, analytics, and optimization technologies that are available in our
Media Server, Adobe Access, Auditude and other digital marketing offerings.
Our success in these areas has enabled our entry into the video advertising market. Our Adobe Video Advertising solution
has become a central source for broadcast and professional video inventory. With a focus on premium television-quality video,
we help customers deliver high quality ad placements in their online video delivery. Adobe Video Advertising offers a TV-like
experience with true commercial breaks during live sports, music, and news programs as well as during full episode viewing from
our premium content partners. Our solution leverages our digital marketing products such as Adobe AudienceManager, and enables
the use of premium ads with innovative ad executions and TV-like ad insertion within live, simulcast, and on-demand video.
Digital Marketing Business Summary
Our Digital Marketing segment contains revenue from multiple product families, including our digital marketing products
and solutions, as well as legacy enterprise software offerings. As we exited fiscal 2012 we rebranded our Digital Marketing Suite
to be called Adobe Marketing Cloud, and organized our product portfolio into five key solutions—Analytics, Target, Social, Media
Optimizer, Experience Manager—containing multiple products to address specific marketing opportunities. In addition, we
consider Video to be an emerging solution in our Adobe Marketing Cloud.
In fiscal 2012, we achieved strong year-over-year revenue growth with our Adobe Marketing Cloud products and solutions.
Our acquisition of Efficient Frontier in the first quarter of fiscal 2012 helped to drive revenue growth during the year. In the fall
of 2012 we rebranded Efficient Frontier as Adobe AdLens.
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