Adobe 2010 Annual Report Download - page 4

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PRODUCTS AND SERVICES OVERVIEW
Entering fiscal 2010, we organized our products and services into the following businesses: Creative Solutions, Business
Productivity Solutions, Omniture, Platform and Print and Publishing. We reported our financial results based on these named
businesses, with the exception of Business Productivity Solutions which we reported in two segments: Knowledge Worker
and Enterprise. We also renamed Business Productivity Solutions to Digital Enterprise Solutions in the middle of the fiscal
year.
Effective in the first quarter of fiscal 2011, we modified our segments due to changes we made in how we operate our
business. We have split our prior Creative Solutions segment into two new segments: Digital Media Solutions, and Creative
and Interactive Solutions. Digital Media Solutions contains our industry-leading Photoshop family of digital imaging
products and our video products used by creative professionals and hobbyists, whereas Creative and Interactive Solutions
contains our Creative Suite family of products including our professional page layout and Web layout products. We also
merged our former Platform business unit and reporting segment into the new Creative and Interactive Solutions business
unit and reporting segment to better align our focus with market trends and our opportunities. Our Omniture segment and our
Print and Publishing segment continue to be reported as they were in fiscal 2010. Our Digital Enterprise Solutions business
continues to be split and reported in two segments: Knowledge Worker and Enterprise.
In addition to our business unit reorganization, we also moved several products to different businesses. Our Scene7
products have been moved from our prior Creative Solutions business to our Omniture business; our ColdFusion products
have been moved from our prior Platform business to our Print and Publishing business; and our Presenter product that was
part of our Adobe Connect offering has been moved from our Knowledge Worker business to our Print and Publishing
business.
Accordingly, our six fiscal 2011 reportable segments will be as follows: Creative and Interactive Solutions, Digital
Media Solutions, Knowledge Worker, Enterprise, Omniture, and Print and Publishing. We will adjust our reportable
segments at the beginning of fiscal 2011 to reflect these changes. The following overview is organized by these new
segments and combines an explanation of our market opportunities with a summary of our fiscal 2010 results and a
discussion of our strategies to address our market opportunities in fiscal 2011 and beyond.
Creative and Interactive Solutions Segment
Creative and Interactive Solutions Market Opportunity
Our Creative and Interactive Solutions segment focuses on the needs of creative professional customers, as well as Web
and application developers. Collectively, these customers include those in professions such as graphic designers, production
artists, Web designers and developers, user interface designers, writers, videographers, motion graphic artists, prepress
professionals, video game developers and mobile application developers. They use and rely on Adobe’ s solutions for
professional publishing, Web design and development, animation and motion graphic production, application development
and printing visually rich information. They also use our professional imaging and video products, which are reported in our
Digital Media Solutions segment.
Our Creative Suite family of products are used by creative professionals to create much of the printed and on-line
information people see, read and interact with 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 also use our creative products to create and deliver
content that is of creative professional quality.
We believe innovation we deliver in the tools and solutions our customers use enable the future of digital media. Our
creative solutions are mission-critical to customers such as publishers and advertisers; they rely on Adobe tools and
technologies to create highly compelling content, deliver it across diverse media and devices, and then optimize it through
systematic targeting and measurement. For example:
o Publishers around the world are striving to embrace the digital age—to build distinctive brands, develop sustainable
business strategies, achieve greater profitability, and deliver optimized content to fragmented audiences on an
expanding array of smartphones, tablets, e-readers, and other devices. Their audiences seek compelling, media-rich
experiences, wherever they go, using their preferred devices.