Adobe 2010 Annual Report Download - page 23

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Adobe Output Pak for mySAP.com—a SAP-certified server-based software application for document generation that
enables organizations to optimize their investment in their SAP solution by creating personalized, professional-looking,
customer-facing documents; provides an easy, fast and cost-effective way to create and maintain documents for the SAP
environment; integrates directly with an SAP system to extract information which is merged with a document template that
defines the layout and formatting of the document; output can be in a variety of formats, including Adobe PDF, print, fax, e-
mail and the Web.
Adobe Web Output Pak—a server-based software application for document generation; creates documents in PDF and
HTML for presentation on the Web and in Wireless Markup Language for presentation to a wireless device; allows users to
personalize and control the look of documents based on the data the documents contain.
Omniture Segment
Omniture Market Opportunity
Our Omniture business unit provides Web analytics and online business optimization products, solutions and services,
which we deliver through the Omniture line of products and the Adobe Online Marketing Suite. Customers use Omniture
products and services to manage and optimize online, offline, digital and multi-channel business initiatives.
Customers who use our Omniture solutions include marketing professionals such as the chief marketing officer,
marketing managers, online marketing managers, search engine marketers, media managers, media buyers and marketing
research analysts. Customers also include Web content editors, Web analysts and Web production managers. These
customers often are involved in workflows which utilize other Adobe products, such as our creative professional tools and
our Adobe Flash client technologies.
We believe there are several key market trends creating opportunities for our Omniture business:
• Broad commercial utilization of the Internet—The Internet has fundamentally altered the way businesses and
consumers purchase and consume goods and services. It has also redefined many business processes and has created
opportunities for new online businesses, as well as for existing offline businesses seeking to capitalize on online
initiatives. Because of this, businesses are investing in innovative online initiatives to increase sales, improve
customer service, enhance brand awareness, decrease time-to-market for their offerings, reduce fulfillment costs
and increase operational efficiency. We expect that the scope and scale of commercial Internet usage will continue
to increase. The roll-out of broadband networks and mobile networks, particularly in emerging geographic markets,
will contribute to the growth of Internet usage. Internet commerce should also continue to grow. Proliferation of
online marketing and customer response channels—such as mobile, digital video, and social networks—will
continue to generate interactions that need to be measured and analyzed across channels.
• Need to measure and automate online business—In order to make informed decisions about priorities and
investments in online marketing and other commercial initiatives, we believe businesses require timely and accurate
measurement of customer behavior. The proliferation of Internet usage and the fact that nearly every user
interaction on a Website (or other digital medium such as mobile phone applications, set-top boxes, kiosks, point of
sale systems or any IP connected device) can be captured by the owner of the Website, or other digital medium,
have resulted in the creation of an unprecedented amount of data about how a business’ customers interact and
transact business with it. Businesses are increasingly realizing the benefit of using information gained from online
and other digital customer interactions to improve functional areas, such as sales, customer service, product
development, marketing, pricing, manufacturing and inventory management. The interactive and measurable nature
of Internet activity also enables businesses to determine how customers arrived at their online destinations, such as
through paid search, a display ad or a social media Website. It also enables businesses to determine which
advertising mediums are yielding the greatest ROI, including whether visitors convert to customers once they’ ve
reached their destination site.
• Opportunity to optimize online business—Measuring online activity and automating the capture and analysis of
data are important for making informed business decisions. Businesses also need to leverage data to optimize the
results of their online business activities. For example, businesses have historically measured the success of their
online marketing programs by simple click-through rates or conversion rates, the latter being the percentage of
click-through users who make a purchase or otherwise engage in the desired customer action during the online
session. However, the effectiveness of online marketing can be optimized by analyzing and acting on deeper
information, such as repeat visits, transactions generated, registrations, traffic pathways (various paths of online
visitor traffic flow), time spent and quality of interaction (engagement), eventual conversion (desired customer