Adobe Strengths, Domain Expertise, and Key Differentiators
Adobe Digital Media segment provides tools and solutions that enable individuals, small and medium businesses, and enterprises to create, publish, promote, and monetize their digital content. Adobe's flagship product is Creative Cloud, a subscription service that allows customers to download and install the latest versions of its creative products. Other offerings include Document Cloud and Experience Cloud for creative professionals, knowledge workers, and marketers. Its three lines of Cloud business are intertwined, but they are also distinct in their unique positioning.
Creative Cloud has been evolving since the early days of Photoshop, to become one of the most successful platforms for content creation. Creative Cloud is geared toward individual creatives, teams, and enterprises. Document Cloud, which capitalizes on the industry-standard Acrobat desktop software for PDF creation and the one-billion-installed base of Acrobat Reader, sells individual subscriptions as well as long-term licensing to an array of programs for managing documents from digital signatures to enterprise business workflows. Then there is the Adobe Experience Cloud, which accounts for the bulk of its Cloud-based enterprise applications revenues by selling marketing automation and analytics tools for marketers. Adobe additionally added Marketo and Magento to shore up its Experience Cloud
Adobe Recent Developments
In April 2021, Adobe unveiled a multi-year collaboration starting with the integration of ShopRunner, an e-commerce platform, and a subsidiary of FedEx Services, with Adobe Commerce. The integration gives Adobe merchants access to FedEx post-purchase logistics intelligence, which helps them drive demand, reduce cost and gain customer insights.
In December 2020, Adobe introduced Adobe Captivate Prime, a comprehensive learning platform based on AI recommendations to deliver a hyper-personalized learner home page experience. Adobe Captivate Prime is used for customer education, employee reskilling, sales and partner training, compliance training, and franchisee and store training. The last update of Adobe Captivate Prime was at the end of January 2022. The added new features were: Classroom locations (Administrators can set up a library of classroom locations), Gamification ( introduces a new gamification task that encourages users to access the learning platform), Microsoft Teams connector (persistent chat-based collaboration platform that supports document sharing, online meetings, and other features for business communications), API changes and many more.
In January 2020, Adobe launched Adobe Experience Manager as a Cloud Service, part of Adobe Experience Cloud. The cloud-native solution for digital experience management brings together rich out-of-box capabilities and content customization options that marketers and developers demand, combined with SaaS-like agility. Brands can onboard and access the application in minutes, and go live with dynamic and personalized content and experiences in a few weeks.
In March 2019, Adobe launched Conversational ABM for Marketo Engage, a first-ever conversational capability for account-based experiences (ABX), a new way to identify, understand and engage B2B customer buying teams. Conversational ABM for Marketo Engage is available to customers of Marketo Engage, part of Adobe Experience Cloud, enabling marketers to personalize every website visit from a target account with a personalized conversation in real-time.
Adobe Mergers and Acquisitions (M&A) Activities
In October 2021, Adobe acquired Frame.io, a cloud-based video collaboration platform. With over a million users across media and entertainment companies, agencies, and global brands, Frame.io streamlines the video production process by enabling video editors and key project stakeholders to seamlessly collaborate using cloud-first workflows. The combination of Adobe’s creative software, including Premiere Pro and After Effects video editing products, and Frame.io’s review and approval functionality, will deliver a collaboration platform that powers the video editing process.
In December 2020, Adobe finished the acquisitions of Workfront, a work management platform for marketers with more than 3,000 customers and one million users. Workfront has deep leadership in orchestrating marketing workflows. Workfront’s platform is agile and uniquely architected for the enterprise, with extensive integration capabilities that can be easily configured to meet the varied needs of companies of all sizes. Workfront is equipped with APIs that enable a seamless connection to Adobe Creative Cloud and Adobe Experience Cloud, which have become the global standard for creative workflows and customer experience management.
In January 2019, Adobe acquired Allegorithmic, the industry standard for 3D textures and material creation in game and video post-production. By combining Allegorithmic's Substance 3D design tools with Creative Cloud's industry-leading imaging, video, and motion graphics tools, Adobe will empower video game creators, VFX artists working in film and television, designers, and marketers to deliver the next generation of immersive experiences.
In October 2018 Adobe acquired Marketo, the market leader for B2B marketing engagement. With Adobe's acquisition of Marketo, customers benefited from the combination of Adobe Experience Cloud's analytics, personalization, and content capabilities with Marketo's lead management, account-based marketing, and revenue attribution technology, helping companies further connect marketing engagement to revenue growth. Marketo Engagement Platform became part of Adobe Marketing Cloud. The Marketo Engagement Platform drives business growth by personalizing complex buyer journeys and uniquely aligning marketing and sales teams across every channel. Marketo's platform is feature-rich and cloud-native with significant opportunities for integration across Adobe Experience Cloud. Marketo's ecosystem includes over 500 partners and an engaged marketing community with over 65,000 members.
In June 2018 Adobe acquired Magento Commerce, a market-leading commerce platform. The addition of the Magento Commerce Cloud to the Adobe Experience Cloud delivered a single, end-to-end digital experience platform including content creation, marketing, advertising, analytics, and commerce for B2B and B2C customers. The Magento Platform brought together digital commerce, order management, and predictive intelligence to enable shopping experiences that scale for businesses of any size
Adding commerce to the Adobe Experience Cloud-enabled customers to make every moment personal and every experience shoppable. Magento Commerce Cloud brought digital commerce and order orchestration for both physical and digital goods across a range of industries, including consumer packaged goods, retail, wholesale, manufacturing, and the public sector. The Magento Platform is built on proven, scalable technology supported by a vibrant community of more than 300,000 developers. The Magento partner ecosystem provides thousands of pre-built extensions, including payment, shipping, tax, and logistics. This level of flexibility enables businesses to quickly ramp and iterate their commerce experience with their changing business needs.
Adobe Customers in ARTW Customer Database
Leveraging a rigorous data-centric research methodology, APPS RUN THE WORLD asks the simple question: Who’s buying Adobe applications and why? And we provide the answers – supported by decades of research – to our clients around the world. Our Customer database has over 100 data fields that detail company usage of Adobe and other enterprise apps by function, customer size, industry, location, implementation status, partner involvement, Line of Business Key Stakeholders and IT decision makers contact details. List of Verified Adobe Creative Cloud, Experience Cloud, Marketing Cloud, Adobe Captivate Prime customers.
Adobe Overview
Ownership: - NASDAQ:ADBE
Number of Employees: 25988
Functional Markets: Analytics and BI, Collaboration, Content Management, CRM, eCommerce, ERP Services and Operations Management, HCM, PLM, PPM, PaaS,
Key Verticals: Aerospace and Defense, Automotive, Banking and Financial Services, Communication, Construction, Real Estate, Consumer Packaged Goods, Distribution, K74, Higher Education, Federal Government, State and Local Government, Public Safety, Healthcare, Life Insurance, P&C Insurance, Specialty Insurance, Leisure and Recreation, Hospitality, Life Sciences, Manufacturing, Media, Faith-Based Nonprofit, Youth and Elderly Care, Special Cause Nonprofit, Oil and Gas, Chemicals, Professional Services, Retail, Transportation, Utilities,
Adobe Key Enterprise and Cloud Applications
Adobe Creative Cloud, Experience Cloud, Marketing Cloud, Adobe Captivate Prime
Adobe Revenues, $M:
| Type/Year | 2020 | 2021 | YoY Growth, % |
|---|---|---|---|
| Total Revenues, $M | Subscribe | Subscribe | Subscribe |
| Enterprise Applications Revenues, $M | Subscribe | Subscribe | Subscribe |
| Cloud Applications Revenues, $M | Subscribe | Subscribe | Subscribe |
* Enterprise Applications Revenues = License + Support & Maintenance + SaaS
** All revenue figures are estimates based on public records, Cloud and Non-Cloud business models in Apps Run The World's vendor database, and annual survey results including vendor feedback.
Adobe Revenue Breakdown By Type, $M:
| Type | License | Prof. Services | Hardware | Support & Maintenance | SaaS | PaaS | IaaS | Other (Non Enterprise Application Revenues) | Total |
|---|---|---|---|---|---|---|---|---|---|
| % of Total Revenues | Subscribe | Subscribe | Subscribe | Subscribe | Subscribe | Subscribe | Subscribe | Subscribe | 100% |
| Revenues, $M | Subscribe | Subscribe | Subscribe | Subscribe | Subscribe | Subscribe | Subscribe | Subscribe | Subscribe |
Adobe Enterprise Applications Revenues By Functional Markets, $M:
Adobe Enterprise Applications Revenues By Verticals, $M:
Adobe Revenues By Region, $M
| Region | % of Total Revenues | 2021 Total Revenues, $M | 2021 Enterprise Applications Revenues, $M | 2021 Cloud Applications Revenues, $M |
|---|---|---|---|---|
| Americas | Subscribe | Subscribe | Subscribe | Subscribe |
| EMEA | Subscribe | Subscribe | Subscribe | Subscribe |
| APAC | Subscribe | Subscribe | Subscribe | Subscribe |
| Total | Subscribe | Subscribe | Subscribe | Subscribe |
Adobe Direct vs Indirect sales
| Region | Direct Sales | Indirect Sales | Total |
|---|---|---|---|
| Type % | Subscribe | Subscribe | Subscribe |
| Revenues, $M | Subscribe | Subscribe | Subscribe |
Adobe Customers - Breakdown by Geo, Size, Vertical and Product
List of Verified Adobe Customers
No. of Adobe Customers: 22 million
No. of Adobe Enterprise Applications Customers: x
No. of Adobe Cloud Customers: x
No. of Adobe Cloud Subscribers: 22 million
When Adobe Systems started the transition from a product-sales model to a cloud-based subscription model less than six years ago, the move looked risky. Skeptics figured it would eat into the rich profit margins of the company's pricey design, photography, and video software. At the time, prices on its popular Creative Suite package, which bundled together Photoshop, Illustrator, and other programs, started at $1,300 and went as high as $2,600, depending on the version.
Meanwhile, some customers openly rebelled against the idea of renting cloud-based versions in perpetuity. About 50,000 signed a Change.org petition demanding the company abandon the scheme. Revenue shrank 8 percent in 2013 and was pretty much flat the next year. There aren't many doubters today. Adobe's revenue was just shy of $5.9 billion for the fiscal year ended in November 2014, up from $4 billion in 2013; about 80 percent of that came from subscriptions and other recurring sources.
Among Adobe customers are Clemson University Athletics, Ushahidi, Dixons Carphone, Wild Advertising, Pace University, RMIT University, Accenture, Telegraph Media Group, Costa Crociere S.p.A., Dell, TF1 Group, Western Sydney University, POPSUGAR, Flight Centre Travel Group, JOHAN Sports, London Heathrow Airport, Sonoma County, Silversea Cruises, Acxiom, University of Michigan, Domino's, Merck KGaA, Harvard Business Review, Amplifon, Novozymes, Aon Hewitt Learning Center, Eaton Corporation, Royal London, East Tennessee State University, Meyle+Müller, Dun & Bradstreet, Grandview Preparatory School, Jiva Ayurveda, Allianz Australia, LOTTE Rental and many others.
Adobe Market Opportunities, M&A and Geo Expansions
In December 2022, Adobe launched Creative Cloud Express, a unified task-based, web and mobile product that makes it easy to create and share beautiful rich multimedia content – from social media posts and stories to invitations to marketing materials like logos, flyers and banners.
In March 2021, Adobe partnered with government agencies in all 50 states to power their digital modernization through Adobe Experience Cloud and Adobe Document Cloud. The partnerships exist across individual agencies at the state, county, and city levels. Using Adobe Experience Cloud, governments are revamping their online presence, making their websites and apps easier to navigate, ensuring content is personalized and updated in real-time, and creating intuitive forms that work on any device. Governments have also adopted Adobe Document Cloud to optimize internal document workflows and Adobe Sign to power the entire e-signature process, reducing time spent on tasks such as applying for benefits and drastically reducing paper waste.
In May 2020, the availability of the partnership integration of ServiceNow and Adobe started, delivering an industry-first solution connecting data from Adobe Experience Platform and ServiceNow’s Customer Service Management workflow product to enable more seamless, connected customer experiences. The integration leads to seamless workflows between Adobe Experience Platform and ServiceNow, enhancing Adobe’s Real-time Customer Profiles with rich customer data and improving the personalization of customer experiences across all touchpoints. Additionally, through a ServiceNow and Adobe Experience Manager integration, brands can now deliver enhanced customer service capabilities.
In March 2018 Adobe and NVIDIA partnered to rapidly enhance their industry-leading artificial intelligence (AI) and deep learning technologies. Building on years of collaboration, the companies worked to optimize the Adobe Sensei AI and machine learning (ML) framework for NVIDIA GPUs. The collaboration speeded time to market and improve the performance of new Sensei-powered services for Adobe Creative Cloud and Experience Cloud customers and developers. The partnership advanced Adobe's strategy to extend the availability of Sensei APIs and to broaden the Sensei ecosystem to a new audience of developers, data scientists, and partners.
In the same period, Adobe introduced the general availability of the Adobe Experience Cloud Device Co-op: a network that lets brands work together to better engage consumers across devices and digital touchpoints, while protecting the privacy and providing transparency. More than 60 global brands have joined the Device Co-op until the end of 2018, giving these brands the ability to reach more than 300 million consumers across 1.8 billion devices in the U.S. and Canada.
Leveraging Adobe Experience Cloud and Adobe Analytics Cloud, the Device Co-op enables brands to deliver more personalized experiences across devices and apps at scale. To date, brands such as AllState, the NFL, Lenovo, Scripps, Sprint, and Subaru are partnering to harness the collective power of connected devices to better serve their customers and prospects.
Adobe Risks and Challenges
During the pandemic, Adobe acquired Workfront for project portfolio management and Frame.io for video collaboration as it continues to transform itself to a multi-product company with a long tail. The question is whether its extensive product portfolio serves as the catalyst to sustain its growth or something that keeps morphing without giving too much thought to integration. Suffice to say that the pandemic has served Adobe well as it continues to expand in such markets as web marketing, ecommerce and more increasingly customer experience. The question is whether it is spreading itself too thin by trying to be all things to all people.
Adobe Ecosystem, Partners, Resellers and SI
Adobe partners easily help customers to get connected with the latest solutions from the Adobe portfolio of products. They have various technology partners, Adobe Experience Cloud Solution Partners, Authorized Platinum, Gold and Certified Resellers, Training Partners, and others. Among the most prestigious ones are, 2DataFish, 3|SHARE, Acceleration, Accenture, Interactive, Accordant Pty Ltd, Acxiom Limited, Axis41, A Merkle Company, Blue 449, Cardinal Path, Cognifide, Cognizant Technology Solutions, Critical Mass, Deloitte Digital, DigitasLBi, DIVISADERO, a Merkle Company, Infosys Technologies Ltd, Epsilon, HUGE LLC, ecx.io an IBM Company and many others.
In November 2021, Adobe partnered with Spanish sporting giant Real Madrid C.F., to accelerate the club’s growth in the digital experience economy and turn one of the world’s most prestigious football clubs into an unrivaled global entertainment and lifestyle brand. Using Adobe Experience Cloud, Real Madrid will connect fans from around the world through an immersive sports entertainment experience, both on and off-line.
Furthermore, in November the same year Adobe and Major League Baseball (MLB) announced a major expansion of their partnership to reimagine fan engagement and continue to bring America’s favorite pastime to the next generation of fans – powered across Adobe Experience Cloud, Adobe Creative Cloud, and Adobe Sign. The partnership will empower MLB to bring new personalized, seamless experiences to its millions of fans.
In July 2020, Adobe, IBM, and Red Hat enrolled into a strategic partnership to help accelerate digital transformation and strengthen real-time data security for enterprises, with a focus on regulated industries. The intent of the partnership is to enable companies to deliver more personalized experiences across the customer journey, driving improved engagement, profitability, and loyalty.
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Research Methodology
Data used in research reports are derived from publicly available documents, continuous surveys of applications vendors, customers, resellers, Independent Software Vendors, systems integrators and other verifiable sources.
Vendor shares and market forecast results are based on a combination of existing databases as well as demand side and supply side research conducted throughout the year with validation from vendors, customers, channel partners and documentations such as earnings releases and 10Q and 10K filings, vertical industry studies, regional and country-level statistics from public and private institutions(i.e. colleges, universities, government agencies and trade associations).
For additional information on our methodologies, here's the link:
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