Adobe 2012 Annual Report Download - page 7

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Edge Inspect (formerly codenamed “Shadow”), Adobe PhoneGap Build and Adobe Edge Web Fonts. We also previewed Adobe
Edge Code and Adobe Edge Reflow. These powerful tools enable web designers and developers to build cutting-edge websites,
digital content and mobile apps. For website development, we also provide Adobe Muse, which allows designers to design and
publish websites without having to learn and write HTML5 code. Muse integrates with other Adobe tools and enables designers
to easily publish their websites using our Business Catalyst web hosting service or any other hosting provider.
While we increase our investments in our solutions utilizing web standards, we also continue to innovate in our Adobe
Flash technologies, including the Adobe Flash Player for PC-based browsers and Adobe AIR for packaging standalone applications
for PCs and mobile devices. The broad reach and adoption of the newest versions of our Flash technologies on personal computers
and for use with mobile devices allow our customers to deliver new and more engaging experiences using our tools and services.
Going forward, we are primarily focused on enhancing the gaming and premium video delivery aspects of our Flash technology-
based solutions.
Just as AIR and our Flash tools enable Flash technology-based applications to be packaged for mobile devices, PhoneGap
and PhoneGap Build provide similar capabilities for applications built using web standards. Based on the open source PhoneGap
framework, PhoneGap Build enables users to build cross-platform mobile applications using HTML5, CSS and JavaScript that
run on popular mobile operating systems such as Android, iOS and BlackBerry OS.
As millions of web developers and website designers look to build mobile apps to increase engagement with their constituents,
we believe our AIR and PhoneGap solutions enable them to build cross-platform apps as well as reuse their existing browser-
based content to deliver standalone apps on popular smartphones and tablets.
In 2011 we began delivering a series of content creation tools which run on tablets such as the Apple iPad. These apps and
their features are discussed later in the “Digital Media—Touch App Products” section. The Adobe touch apps integrate with
Creative Cloud enabling subscribers to move between the apps and Creative Suite software, and to view, access, share, and present
creative work from anywhere.
Over the past several years, as consumers and advertisers demand more professional video online and on devices, media
companies have an unprecedented opportunity to monetize their content and expand the reach of broadcast advertising. Because
of this trend and the general explosion of video being created and delivered over the web, new opportunities have emerged for
Adobe to significantly expand its market opportunity in areas such as video content creation, delivery, authentication and
monetization.
Our products addressing these opportunities span across our Digital Media and Digital Marketing business segments. In
Digital Media, our video content creation solutions are centered around our Adobe Premiere Pro and Adobe After Effects products,
and the Creative Suite Production Premium that contains these products plus other capabilities. With our increased focus on these
solutions over the past several years, we believe we are the leader in the market for providing video and special effects editing for
creative professionals and professional videographers. We have invested resources to improve the performance and capabilities
of our video authoring solutions, and as a result, have significantly grown our market share over the past several years in the
professional video editing market.
With our growing leadership position in video authoring, we have worked closely with our customers to build a more
complete workflow to meet their additional needs for delivering, measuring and monetizing their video assets. To enable
collaborative video authoring environments, we also offer Adobe Anywhere for video. Adobe Anywhere allows customers to bring
teams together, enabling them to better collaborate and create productions from virtually any location where there is network
connectivity. With Adobe Anywhere, editors, visual effects artists, and other video professionals can use local or remote networks
to simultaneously access, stream, and work with remotely stored media. Its collaborative capabilities are embedded directly in
Adobe Premiere Pro, After Effects, and Adobe Prelude software, eliminating the need for team members to learn additional video
software tools.
Our video content delivery, authentication and monetization opportunities, and our solutions which address them, are
centered around an initiative we announced in 2012 called Project Primetime, and are discussed later in in the section titled “Digital
Marketing Opportunity.”
As part of our Digital Media focus, we also address the needs of knowledge worker customers: people working in document
intensive industries, focused on creating and disseminating high-value information as part of their job on a regular basis. Knowledge
workers include a wide variety of job functions such as accountants, attorneys, architects, educators, engineers, graphic designers,
insurance underwriters and stock analysts. These jobs typically require the sharing of information either as a static, published
document or as a collaborative, interactive document.
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