Adobe 2009 Annual Report Download - page 4

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PRODUCTS AND SERVICES OVERVIEW
In fiscal 2009, we categorized our products and services into the following businesses: Creative Solutions, Business
Productivity Solutions, Platform and Print and Publishing. We further broke our Business Productivity Solutions business
into two reported segments: Knowledge Worker and Enterprise. With our acquisition of Omniture, Inc. (“Omniture”) in the
fourth quarter of fiscal 2009, we created and added a new segment called Omniture for the purpose of reporting Omniture
results.
Effective in the first quarter of fiscal 2010, we modified our segment reporting. Our Creative Solutions segment, our
Platform segment, our Print and Publishing segment, and our Omniture segment continue to be reported as they were in fiscal
2009. Our Business Productivity Solutions business that is reported in two segments (Knowledge Worker and Enterprise),
was modified to reflect a change in how we develop, market and sell our Acrobat Connect Pro product family. Previously,
Acrobat Connect Pro results were reported in our Knowledge Worker segment. In fiscal 2010, Acrobat Connect Pro results
will be reported as part of our Enterprise segment.
Accordingly, our six fiscal 2010 business segments are as follows: Creative Solutions, Knowledge Worker, Enterprise,
Omniture, Platform, and Print and Publishing. This overview, organized by these segments, combines an explanation of our
various market opportunities with a summary of our fiscal 2009 results and a discussion of our strategies to address our
market opportunities in fiscal 2010 and beyond.
Creative Solutions Segment
Creative Solutions Market Opportunity
Our Creative Solutions segment focuses primarily on the needs of the creative professional customer. Creative
professionals include graphic designers, production artists, Web designers and developers, user interface designers, writers,
videographers, motion graphic artists, photographers and prepress professionals. They use and rely on Adobe’s solutions for
professional publishing, Web design and development, professional photography, video production, animation and motion
graphic production and printing visually rich information.
Our software tools are used by creative professionals to create much of the printed and on-line information people see
and read every day, including newspapers, magazines, Websites, Rich Internet Applications (“RIAs”), catalogs,
advertisements, brochures, product documentation, books, memos, reports and banners. Our tools are also used to create and
enhance visually rich content, including video, animation and mobile content, that is created by multimedia, film, television,
audio and video producers who work in advertising, Web design, music, entertainment, corporate and marketing
communications, product design, user interface design, sales training, printing, architecture and fine arts. Knowledge
workers, educators, hobbyists and high end consumers are also attracted to our creative products to create and deliver content
that is of creative professional quality.
Our offerings in the Creative Solutions market extend 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, events organizers and
marketers to reach the broadest possible audience via our rich Flash Platform.
As technology continues to change and improve, the market dynamics for these creative professionals continue to
evolve. Due to the constantly changing ways in which people choose to receive information, creative professionals 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. They 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 to hand-held devices such as mobile handsets and consumer electronic devices.
Creative professional customers license upgrades and new versions of our Creative Solutions 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 Creative Solutions products. Knowledge workers desire professional-quality products to accomplish tasks such as