Adobe 2010 Annual Report Download - page 13

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affordable package. Adoption of these new releases helped to drive year-over-year revenue growth in this category during the
fiscal year.
We also released free versions of applications which run on smartphones and tablets, including Adobe Photoshop.com
Mobile which is a popular application and available for free on devices running Google Android OS and Apple iOS. We later
renamed this product to Adobe Photoshop Express. With more than 15 million downloads of our mobile applications during
the year, these free solutions expose users to Adobe’ s product capabilities and brand, and represent future upgrade
opportunities as users of the free solutions wish to do more than what the free products enable them to do.
Digital Media Solutions Business Strategy
In fiscal 2011, our Digital Media Solutions strategy will focus on delivering innovation in the imaging and video
markets to create, manage, distribute and monetize digital experiences in a multiscreen world. In doing so, we intend to drive
revenue growth and increase market share of our products through the delivery of comprehensive software solutions that
meet the evolving needs of our customers. We also intend to develop and deliver new products which leverage the strong
brand and technology of our imaging and video products—including products which could run on non-PC platforms such as
tablets and smartphones, and applications which could run in the cloud as a SaaS offering.
In imaging, we have a leadership position with our Photoshop franchise of products. We will continue to update our
products to maintain our lead through technical innovation, and to drive upgrade and new user revenue. We also plan to drive
incremental revenue growth by tuning and optimizing our business model, including: increasing our focus on the education
market as a new seat and revenue growth opportunity; utilizing new trial and new subscription-based licensing models to
attract new and price-sensitive customers to adopt our products; and, increasing our focus on addressing piracy problems with
the inclusion of more advanced anti-piracy enhancements in the product line.
In video and rich media content creation and delivery, we have a leadership position with our video and audio tools. We
plan to update certain products in the portfolio to maintain and grow this leadership position through market share gains and
new user acquisition during the year. We believe our strategy of improving the workflow around planning-to-playback has
been effective in migrating users to our set of digital media solutions, and we will continue to innovate to improve the
workflow capabilities of our offering.
Areas where we intend to improve the workflow of our customers include improving our planning-to-playback offering
through the integration of Omniture measurement and optimization capabilities, and, integrating our new Web content
management (“WCM”) capabilities into the workflow. We expect both initiatives will further enhance our solution to provide
the most complete end-to-end solution in the market, as well as expand the revenue we can generate from existing customers
that rely on our solutions.
Across all of our digital media solutions, we will continue to market the advanced features, the cross-platform and cross-
device capabilities, and the workflow benefits of this platform to creative professionals and videographers in the film,
broadcast, corporate and event videography market segments. We plan to leverage innovations in Adobe Flash Player and its
high-quality video playback features, we will continue to work on advancing our seamless video authoring-to-playback
workflow capability for those wishing to provide a rich video experience on the Web and to mobile devices. We also plan to
continue to innovate with the latest Web formats to provide the best offerings to customers. This includes improvements for
our support of Flash video technology, as well as adding new HTML5 capabilities as browsers begin to support these new
features and the world begins to migrate to Web browsers which support them.
In the future, we intend to innovate in new areas of content creation, including addressing an emerging opportunity of
building and marketing applications which work on non-PC devices such as tablets. We are making investments to insure our
solutions remain leaders in their respective categories, regardless of adjustments in how people wish to create imaging and
video content in the future.
Digital Media Solutions Products
Adobe After Effects—software used to create sophisticated animation, motion graphics and visual effects found in
television broadcast, film, DVD authoring and the Web; provides 2D and 3D compositing, animation and visual effects tools,
as well as advanced features such as motion tracking and stabilization, advanced keying and warping tools, and more than
250 additional visual and additional audio effects.
Adobe Audition—a professional audio editing environment designed for demanding audio and video professionals;
provides advanced audio mixing, editing and effects processing capabilities.