Adobe 2010 Annual Report Download - page 34

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34
price. We believe we have a strong product and can successfully compete with these types of applications based upon the
quality and features of the Adobe PageMaker product, its strong brand among users and its widespread adoption among
printer service bureaus.
In printing technologies, we believe the principal competitive factors for OEMs in selecting a page description language
or a printing technology are product capabilities, market leadership, reliability, price, support and engineering development
assistance. We believe that our competitive advantages include our technology competency, OEM customer relationships and
our intellectual property portfolio. Adobe PostScript faces competition from Hewlett-Packard’ s proprietary PCL page
description language and from developers of other page description languages based on the PostScript language standard,
including Global Graphics and Zoran. In addition, Microsoft’ s XPS document format and Autodesk’ s DWG format compete
with Adobe PDF and our Adobe PostScript technologies and solutions.
In the rapid eLearning authoring market, our Adobe eLearning Suite and our Captivate product face competition from
general content development tools such as Microsoft PowerPoint, screen recording tools such as Techsmith’ s Camtasia and
more advanced eLearning and software simulation solutions such as Firefly, Lectora and Articulate. Competition in this
market is based on speed of development and completeness of the features of products, ease-of-use and price. We believe our
product can successfully compete based upon the strength of its broad range of features, its strong brand among users and its
widespread adoption among training developers.
In WCM, our Adobe Contribute product faces competition from solutions that provide for the simple creation of blogs
and “Wikis,” as well as basic content publishing products such as Microsoft Word, Microsoft FrontPage, Microsoft Notepad,
basic HTML editors like ezHTMLArea and ekTron, content management tools like Microsoft SharePoint and, large-scale
WCM systems from companies such as Cisco, Interwoven, Vignette, IBM and Oracle. Competition in this market is based on
usability, quality and features of products, the level of customization and integration with other WCM components, the
integration with Web design tools, the number of hardware platforms supported, service and price. We believe we can
successfully compete based upon the usability and price of Adobe Contribute, its strong brand among users and integration
with other WCM components.
In multimedia content authoring, our Adobe Director product faces competition from a variety of multimedia content
authoring tools. Competition is based on the quality and features of products, ease-of-use and price. We believe we have a
strong product and can successfully compete based upon the quality and features of the Adobe Director product, its strong
brand among users, its widespread adoption among content developers and publishers and the widespread proliferation of the
Shockwave Player.
In technical Web authoring and publishing, our Adobe RoboHelp product faces competition from large-scale Web
publishing systems, XML-based Web publishing companies, as well as lower-end publishing products such as Microsoft
Word. Competition is based on the quality and features of products, the level of customization and integration with other
publishing system components, service and price. We believe we can successfully compete based upon the quality and
features of the Adobe RoboHelp product.
Our Adobe ColdFusion products face competition from major vendors including Microsoft, IBM and Oracle (via its
BEA subsidiary and acquisition of Sun). Our ColdFusion products also compete with several technologies available today at
no cost including the PHP and PERL programming environments that are available for the Apache Web server.
OPERATIONS
Marketing and Sales
We market and distribute our products through sales channels, which include distributors, retailers, software developers,
systems integrators, ISVs and VARs, as well as through OEM and hardware bundle customers. We also market and license
our products directly using our sales force and through our own Website at www.adobe.com.
We support our end users through local field offices and our worldwide distribution network, which includes locations
in Australia, Austria, Belgium, Brazil, Canada, China, Czech Republic, Denmark, Dubai, Finland, France, Germany, India,
Ireland, Italy, Japan, Korea, Mexico, Moldova, the Netherlands, Norway, Poland, Portugal, Romania, Russia, Singapore,
South Africa, Spain, Sweden, Switzerland, Taiwan, Turkey and the United Kingdom.
We also license software with maintenance and support, which includes rights to upgrades, when and if available,
support, updates and enhancements.