Adobe 2014 Annual Report Download - page 4

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targeting, media optimization, digital experience management, cross-channel campaign management, and video solutions. This
complements our digital media franchise, bringing together the art of creating and managing content with the science of measuring
and optimizing it, enabling our customers to achieve their optimal business outcomes.
We believe we are uniquely positioned to be a leader in both the Digital Media and Digital Marketing categories, where
our mission is to change the world through digital experiences. By integrating products from each of these two areas of Adobe’s
business, our customers are able to utilize a comprehensive suite of solutions and services that no other entity currently offers. In
addition, our ability to deliver innovation and productivity improvements across customer workflows involving the creation,
management, delivery, measurement and optimization of rich and engaging content favorably positions Adobe as our customers
invest more to engage their constituents digitally.
SEGMENTS
Our business is organized into three reportable segments: Digital Marketing, Digital Media and Print and Publishing. These
segments provide Adobe’s senior management with a comprehensive financial view of our key businesses. Our segments are
aligned around the company’s two strategic growth opportunities described above, placing our Print and Publishing business in a
third segment that contains many of our mature products and solutions.
This overview provides an explanation of our market opportunities and a discussion of our strategies to address our market
opportunities in fiscal 2015 and beyond for each of our segments. See Note 18 of our Notes to Consolidated Financial Statements
for further segment information.
PRODUCTS AND SERVICES OVERVIEW
Digital Media
Digital Media Opportunity
Recent trends in digital communications, including ever increasing data speeds that enable greater usage by consumers of
mobile devices and tablets to access online content and services, continue to provide a significant market opportunity for Adobe
in digital media. Due to the increase in rich media consumed in digital environments and the rise of online social communities,
the demand for digital media tools and solutions to create engaging online experiences is higher than ever. Adobe is in a unique
position to capitalize on this opportunity by delivering rapid innovation to increase our customer reach, deepen engagement with
communities and accelerate long-term revenue growth by focusing on a cloud-based model where our products and solutions are
licensed on a subscription basis.
The flagship of our Digital Media business is Creative Cloud—a subscription service that allows members to download
and install the latest versions of our creative products such as Adobe Photoshop, Adobe Illustrator, Adobe Premiere Pro, Adobe
Photoshop Lightroom and Adobe InDesign, as well as utilize other tools such as Adobe Acrobat. Creative Cloud members can
also access online services to sync, store, and share files, participate in our Behance community of more than four million creative
professionals, publish and deliver digital content via app stores, develop mobile apps, and create and manage websites. Adobe is
redefining the creative process with Creative Cloud so that our customers can obtain everything they need to create, collaborate
and deliver engaging digital content.
Creative Cloud addresses the needs of creative professionals including graphic designers, production artists, web designers
and developers, user interface designers, videographers, motion graphic artists, prepress professionals, video game developers,
mobile application developers, students and administrators. They rely on our solutions for publishing, web design and development,
video and animation production, mobile app and gaming development and document creation and collaboration. End users of our
creative tools work in businesses ranging from large publishers, media companies and global enterprises, to smaller design agencies,
small and medium-sized businesses and individual freelancers. Moreover, our creative products are used to create much of the
printed and online information people see, read and interact with every day, including video, animation, mobile and advertising
content. Knowledge workers, educators, hobbyists and high-end consumers also use our products to create and deliver creative
content.
In addition to Creative Cloud, our Digital Media business offers many of the products included in Creative Cloud on a
standalone basis, including subscriptions to the Creative Cloud version of certain point products, and also offers a range of other
creative tools and services, including our hobbyist products such as Adobe Photoshop Elements and Adobe Premiere Elements,
Adobe Digital Publishing Suite, Adobe PhoneGap, Adobe Typekit and mobile apps such as Adobe Photoshop Mix, Adobe
Photoshop Sketch and Adobe Premiere Clip that run on tablets and mobile devices. Further descriptions of our Digital Media
products are included below under “Principal Products and Services”.