Application Development: Adobe Needs to Refocus: 15 Steps the Company Is Taking

 
 
By Darryl K. Taft  |  Posted 2011-11-14
 
 
 

Narrowed Focus

In restructuring the company, Adobe said it will focus on two market segments—digital media and digital market.

Narrowed Focus

Stay Creative

Adobe will continue to deliver innovation on PCs through its Creative Suite software while extending its customer reach through tablet-based touch apps and cloud-based software delivery.

Stay Creative

Subscriptions

Adobe is making a shift to more subscriptions in an effort to attract new customers and increase recurring revenue.

Subscriptions

HTML5

Adobe is shifting resources to support even greater investment in HTML5, through tools like Dreamweaver,??íEdge and PhoneGap, recently added through the acquisition of Nitobi.

HTML5

Flash Mobile

Adobe has stopped developing Flash for mobile browsers and is focusing Flash resources on delivering the most advanced PC Web experiences, including gaming and premium video, as well as mobile apps.

Flash Mobile

Digital Publishing

Adobe is enhancing digital publishing solutions to empower media companies to profit through publishing their content to any screen.

Digital Publishing

Video Advertising

Adobe is investing in media monetization, including the large growth opportunity in video advertising, facilitated by the acquisition of Auditude.

Video Advertising

Electronic Signatures

Adobe is intent on extending its capabilities in document services with its Acrobat product line and by increasing its focus on the growing category of electronic contracts and signatures through the recent acquisition of EchoSign.

Electronic Signatures

Analytics

Adobe's renewed focus also looks at extending its position in analytics and reporting to drive rapid growth in new areas such as mobile and social.

Analytics

Personalization

Adobe is personalizing digital experiences across all digital channels, ensuring that customers can deliver the most relevant, customized content in real time.

Personalization

Multichannel Management

Adobe will be driving multichannel campaign management, enabling marketers to make informed decisions about all aspects of a marketing campaign, from search to email to display advertising.

Multichannel Management

Monetization

Adobe is accelerating media monetization solutions for content publishers by enabling them to segment their audiences and maximize their advertising revenue. Adobe is leveraging the company's acquisitions of Demdex and Auditude this year.

Monetization

Go International

Adobe sees potential for aggressive growth internationally.

Go International

Cloud

Leveraging the company's Creative Cloud could mean 15 to 20 percent annual seat growth, according to Adobe officials.

Cloud

Big SaaS

Adobe hopes to transform the impact of digital marketing and build a $1 billion software-as-a-service (SAAS) business.

Big SaaS

Rocket Fuel