Adobe 2015 Annual Report Download - page 11

Table of Contents
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experiences to their consumers. Features also included targeted segmentation, email execution, real-time interaction, in-app
messaging, and operational reporting to easily see how well campaigns are performing.
Adobe Audience Manager
Adobe Audience Manager is a data management platform that helps digital publishers build unique audience profiles in
order to identify the most valuable segments and use them across any digital channel. Adobe Audience Manager consolidates
audience information from all available sources. It then identifies, quantifies, and optimizes high-value target audiences, which
can then be offered to advertisers via an integrated, secure, privacy-friendly management system that works across all
advertising distribution platforms. Adobe Audience Manager provides access to multiple data sources, offering digital
publishers the ability to use a wide variety of third-party data as well as Audience Manager’s private data co-op.
Adobe Primetime
Adobe Primetime is a modular platform for video publishing, advertising, and analytics, enabling content programmers
and distributors to profit from their video content by making every screen a TV—including personal computer, smartphone and
tablet screens. Primetime consists of the following components: PayTV Pass, a universal system for validating access to pay TV
content; DRM, which is digital rights management technology to protect video content from unauthorized copying or access; Ad
Insertion, providing for the seamless insertion of advertisements into live and video-on-demand content; Ad Decisioning, providing
for the ability to determine which advertisements should be published; and Video Player SDK, which gives programmers and
distributors the ability to measure, analyze and optimize online video delivery.
Other Products and Solutions
We also offer a broad range of other enterprise and digital media products and solutions. Information about other products
not referenced here can be found on our corporate website, www.adobe.com, under the “Products” tab available in the “Menu”.
COMPETITION
The markets for our products and services are characterized by intense competition, new industry standards, evolving
business and distribution models, disruptive software and hardware technology developments, frequent new product introductions,
short product life cycles, price cutting with resulting downward pressure on gross margins and price sensitivity on the part of
consumers. Our future success will depend on our ability to enhance and better integrate our existing products, introduce new
products on a timely and cost-effective basis, meet changing customer needs, provide best-in-class information security to build
customer confidence and combat cyber-attacks, extend our core technology into new applications and anticipate and respond to
emerging standards, business models, software delivery methods and other technological changes.
Digital Media
No single company has offerings identical to our Creative Cloud products and services, but we face collective competition
from a variety of point offerings, free products and downloadable apps. Our competitors include offerings from companies such
as Apple, Autodesk, Avid, Corel, Microsoft, Quark, Getty Images, Shutterstock and others, as well as from many lower-end
offerings available on touch-enabled devices via app stores, and from various open source initiatives. We believe our greatest
advantage in this market is the scope of our integrated solutions, which work together as part of Creative Cloud. With Creative
Cloud we also compete favorably on the basis of features and functionality, ease of use, product reliability, value and performance
characteristics.
Professional digital imaging, drawing and illustration products are characterized by feature-rich competition, brand
awareness and price sensitivity. Competition in this market is also emerging with drawing and illustration applications on tablet
and smartphone platforms. The demand for professional web page layout and professional web content creation tools is constantly
evolving and highly volatile. In this area we face direct and indirect competition from desktop software companies and various
proprietary and open source web-authoring tools.
The needs of digital imaging and video editing software users are constantly evolving due to rapid technology and hardware
advancements in digital cameras, digital video cameras, printers, personal computers, tablets, smartphones and other new devices.
Our imaging and video software offerings, including Photoshop, Lightroom, After Effects and Premiere Pro, face competition
from established and emerging companies offering similar products.
New image editing applications for mobile devices and tablets with features that compete with our professional products
are also emerging as adoption of these devices grows. Our consumer digital imaging and video editing offerings are subject to
intense competition, including customer price sensitivity, competitor brand awareness and competitor strength in OEM bundling