Adobe Inc., together with its subsidiaries, operates as a technology company worldwide.
The company’s products, services and solutions are used to imagine, create, manage, deliver, measure, optimize and engage with content across surfaces and fuel digital experiences.
The company has a diverse user base that includes consumers, communicators, creative professionals, developers, students, small and medium businesses and enterprises. The company also empowers creators by artificial intelligence...
Adobe Inc., together with its subsidiaries, operates as a technology company worldwide.
The company’s products, services and solutions are used to imagine, create, manage, deliver, measure, optimize and engage with content across surfaces and fuel digital experiences.
The company has a diverse user base that includes consumers, communicators, creative professionals, developers, students, small and medium businesses and enterprises. The company also empowers creators by artificial intelligence (AI).
Offerings
The company delivers a wide range of products, services and solutions to its customers and users to imagine and express ideas, create content and bring digital experience to life. The company focuses its strategic investments in two areas:
Digital Media: The company provides products, services and solutions that enable individuals, teams, businesses, enterprises, institutions, and governments to create, publish and promote their content anywhere, and accelerate their productivity by transforming how they view, share, engage with and collaborate on documents and content creation. The company’s Digital Media segment centers around Adobe Creative Cloud and Adobe Document Cloud, which include Adobe Photoshop, Adobe Illustrator, Adobe Lightroom, Adobe Premiere Pro, Adobe Acrobat, Adobe Acrobat Sign, Adobe Express, Adobe Firefly and many more products, offering a variety of tools for creative professionals (like photographers, graphic designers, video editors and game developers), communicators and other consumers. This is the core of what the company has delivered to customers.
Digital Experience: The company provides an integrated platform and set of products, services and solutions through Adobe Experience Cloud that enable businesses to create, manage, execute, measure, monetize and optimize customer experiences. Its customers include marketers, advertisers, agencies, publishers, merchandisers, merchants, web analysts, data scientists, developers and executives across the C-suite. The foundation of its offering is Adobe Experience Platform, which provides businesses with an open and extensible system for customer experience management that transforms customer data into customer profiles that update in real time and uses insights to deliver personalized digital experiences across various channels.
The company offers a comprehensive suite of products, services and solutions to its customers in its Digital Media business and Digital Experience business. With Adobe GenStudio, its cross-cloud, end-to-end solution that packages offerings across Digital Experience and Digital Media, enterprises can automate, optimize and accelerate their content supply chains for marketing campaigns and personalized customer experiences.
Segments
The company operates through three segments: Digital Media, Digital Experience, and Publishing and Advertising. The company’s segments are aligned around its strategic growth opportunities, and its legacy products, services and solutions are contained within the third segment, Publishing and Advertising.
Digital Media
This segment’s business consists of Adobe Creative Cloud, a subscription service that allows subscribers to use its creative products and applications (Apps) integrated with cloud-delivered services across various surfaces and platforms. The company’s customers rely on its products for content creation, photo editing, design, video and animation production, mobile App and gaming development, and more.
The company’s Digital Media segment includes its Adobe Document Cloud business, a unified, cloud-based document services platform that integrates Adobe’s pioneering PDF technology with its Adobe Acrobat, Adobe Scan and Adobe Acrobat Sign Apps to deliver fully digital document workflows across all surfaces. The company has the opportunity to continue to accelerate document productivity with Adobe Document Cloud and transform how people view, share, collaborate, and engage with documents. There are hundreds of millions of users who engage with PDF files on a daily basis in industries, such as legal, financial services, and publishing, as well as a broad array of communicators and Adobe Acrobat Reader customers who use the expanded capabilities provided by its Acrobat Apps and the document services platform in Adobe Document Cloud.
Strategy
The company is redefining the creative process with Adobe Creative Cloud to unleash everyone’s ability to imagine and express ideas. The company is empowering enterprises and users beyond creative professionals, such as novice content creators and communicators, to create, edit, schedule and share content quickly and easily using Adobe Express, which makes select capabilities from products like Adobe Photoshop, Adobe Premiere Pro and Adobe Acrobat easy to use for users at any level. With Adobe Acrobat Pro, subscribers have full convert and edit capabilities, advanced e-signature features including bulk send and custom branding, protection and additional PDF features. The company continues to add collaboration capabilities into its flagship products, Apps and workflows, and to infuse AI into its creative Apps to help its customers and users work faster and smarter, with new models for images and vector graphics, and AI-powered video features natively integrated into its flagship products. The company expands Adobe Firefly with the launch of Adobe Firefly Services, which help organizations automate content production; Custom Models, which enable enterprises to train and customize models to support brand consistency amongst creative and marketing teams; Firefly Video Model (public beta), which enables generative text-to-video and image-to-video; and Firefly Image 3 Foundation Model, which allows for faster and higher-quality image generations.
Additionally, with Adobe GenStudio and Adobe GenStudio for Performance Marketing, a generative AI-first product that natively integrates Digital Media and Digital Experience offerings, the company helps enterprises to quickly create on-brand content variations and accelerate their marketing workflows.
In the company’s Creative Cloud business, the company employs its product-led growth strategy to minimize the friction of customer interactions and drive positive product experiences, which results in increasing adoption, usage, conversion, expansion and loyalty. The company also continues to employ a pricing strategy, as appropriate, to migrate its customers to higher-value offerings as well as attract past customers and potential customers to try out its products and ultimately subscribe. The company uses a data-driven operating model and its Adobe Experience Cloud solutions to drive and optimize customer awareness, engagement and licensing of its creative products and services at every stop of the customer journey through its website and across other channels. The company’s customers have the flexibility to subscribe to over twenty of its Creative Cloud products through a single subscription or, for many of its Apps, through various collections of its individual subscriptions to point products. To better serve its current users and potential users, the company offers free and premium levels for certain Apps and targeted packages and suites. Further, its generative AI capabilities are increasing the value of its existing subscription products, expanding its potential customer base and increasing engagement and retention through Generative Credits—credits that provide users and subscribers the ability to generate content with Adobe Firefly. The collaboration features across many of its products help the company to further expand its universe of customers beyond creative professionals to other stakeholders who use its products for review and approval, copywriting, social media marketing or other social content creation. The company utilizes channel partners to target mid-size creative customers with its Creative Cloud for Teams offering. The company’s direct sales force is focused on building relationships with its largest customers and driving adoption of its Creative Cloud for Enterprise offering.
The company is driving innovation with Acrobat AI Assistant, its generative AI-powered tool in Adobe Acrobat Pro, Acrobat Standard and Acrobat Reader, that allows users to better and more quickly understand their documents with quick answers and generative AI summaries, and Adobe Sensei, its cross-platform AI and machine learning technology to make documents more intelligent and responsive. The company is unlocking business workflows through PDF and Adobe Acrobat Sign Application Programming Interfaces (APIs); accelerating Document Cloud adoption through digital and direct sales; and deploying diversified go-to-market motions to reach all industries and businesses of all sizes. As with its Creative Cloud strategy, the company utilizes a data-driven operating model to market its Document Cloud solutions and optimize its subscription-based pricing for individuals, as well as small and medium businesses, large enterprises, students and education users, and government institutions around the world. The company utilizes its corporate and volume licensing programs to increase its reach in its key markets and are continuing to focus on marketing and licensing Acrobat in targeted vertical markets, such as education, financial services, telecommunications and government, and on expanding into emerging markets.
Adobe Acrobat Sign provides a green alternative to costly, paper-based solutions and offers a convenient solution for its customers to digitally manage their documents, automate processes and contract workflows, and is integrated into Acrobat across all surfaces. Acrobat Reader is available on mobile devices, and features AI-powered Liquid Mode to automatically reformat PDFs for quick navigation and easier consumption on smaller screens.
Digital Experience
This segment has a strategic opportunity to provide solutions that enable real-time personalization at scale and accelerate its customers’ content supply chain, with a streamlined and coordinated process from content ideation through deployment, measurement and optimization.
Adobe Experience Cloud is powering businesses by helping them provide personalized experiences to their customers via a comprehensive suite of solutions. Addressing the challenges of customer experience management is a large and growing opportunity and the company is in position to help businesses and enterprises invest in solutions that aid their goals to transform how they engage with their customers and constituents digitally.
Strategy
Adobe Experience Cloud Apps and services are designed to manage customer journeys, enable personalized experiences at scale and deliver intelligence for businesses of any size in any industry. Adobe Experience Platform further strengthens its differentiation by offering a way to connect the company’s comprehensive set of solutions.
Adobe Experience Cloud delivers solutions for the company’s customers across the following strategic growth pillars:
Data insights and audiences: The company’s products deliver actionable data to its customers in real time to enable highly tailored and adaptive experiences across platforms.
Content, commerce and workflows: The company’s products help its customers manage, deliver, personalize, and optimize content delivery; build multi-channel commerce experiences for B2B and B2C customers; strategically plan, manage, collaborate and execute on workflows for marketing campaigns and other projects at speed and scale; and leverage self-serve capabilities to deliver on-brand content.
Customer journeys: The company’s products help businesses manage, test, target and personalize customer journeys delivered as campaigns across B2B and B2C use cases.
Adobe Experience Cloud offers domain-specific AI services in areas such as attribution and automated insights, customer journey management, lead management, sentiment analysis, one-click personalization, enhanced anomaly detection and more that work with Adobe Experience Platform to augment its Experience Cloud product offerings. By building on these features and capabilities, the company increases the value it provides its customers and create a competitive differentiation in the market.
Adobe Experience Cloud offers an open platform and ecosystem through Adobe Experience Platform. Adobe Experience Platform’s open system transforms businesses’ customer data from across their Adobe solutions and third-party software into customer profiles. These profiles are updated in real time and include AI-driven insights, allowing a brand to deliver the right customer experiences across channels and deliver true one-to-one personalization.
To drive growth of Adobe Experience Cloud, the company focuses on delivering on-brand, customer engagement, growth within existing customer accounts, product differentiation and the best customer experience management solutions for B2B and B2C buyers across enterprise and mid-market segments. The company intends to pursue growth through a scaled go-to-market approach focused on C-suite partnerships, transformational accounts, continued customer acquisition, customer value realization and solution expansion. The company utilizes a direct sales force to market and license its Experience Cloud solutions, as well as an extensive ecosystem of partners, including marketing agencies, systems integrators and independent software vendors that help license and deploy its solutions to their customers. The company also maintains several strategic partnerships with other technology companies that allow it to increase its market reach.
Publishing and Advertising
This segment contains legacy products and services that address diverse market opportunities, including eLearning solutions, technical document publishing, web conferencing, document and forms platform, web App development, high-end printing and its Adobe Advertising offerings. Graphics professionals and professional publishers continue to require printing, and the company’s Adobe PostScript and Adobe PDF printing technologies provide functionality to meet requirements of this marketplace.
Adobe Advertising delivers an end-to-end, demand-side platform for managing advertising across digital formats and simplifies the delivery of video, display and search advertising across channels and screens.
The company generates revenue in its legacy Publishing products and services by licensing its technology to original equipment manufacturers that manufacture workflow software, printers and other output devices.
Principal Products, Services and Solutions
Digital Media Offerings
Adobe Creative Cloud
Adobe Creative Cloud is a cloud-based subscription to a collection of Apps that enables creative professionals and enthusiasts alike to express themselves and collaborate with Apps and services for photography, design, video, social media, and more that connect across surfaces, platforms and geographies. Subscribers have access to cloud storage to easily sync, access, collaborate and share their work, files and assets.
Creative Cloud paid plans include the Adobe Firefly web App, the premium version of Adobe Express, and AI-powered features natively integrated throughout Adobe Photoshop, Adobe Illustrator and Adobe Premiere Pro. Creative Cloud, Adobe Firefly, and Adobe Express plans include a monthly allocation of Generative Credits, which are tokens that enable subscribers to use the company’s generative AI features to generate content using text-based prompts. Adobe Acrobat Pro is available as part of its Creative Cloud All Apps subscription and on a standalone basis and allows users to create, convert and edit PDFs, including text and images. Additionally, certain Creative Cloud Apps, such as Adobe Express, are available in Adobe GenStudio for Performance Marketing, allowing users to quickly use assets and Creative Cloud tools to create on-brand content.
Adobe Photoshop and Adobe Lightroom
Adobe Photoshop is a digital imaging and design App, with editing and effects tools to transform photos. It is available on desktop, iPad and through a web version. Features include Generative Fill, Generative Expand, Generate Similar and Generate Background, which allow the company’s customers to use text prompts to quickly create, add to, remove, duplicate or replace images, or expand the borders of an existing image with AI-generated content without leaving Adobe Photoshop; the Adjustment Brush Tool, which combines the traditional workflow of selecting, masking, and applying an adjustment into one step, simplifying the way of making local adjustments; and Distraction Removal smart technology to help remove people, wires, poles and other distractions from images.
Adobe Lightroom is the company’s cloud-based photo App that allows subscribers to edit, organize, store and share photos across desktop, tablet, mobile devices and the web. Features include Lens Blur to blur the background or foreground by making a depth map of the photo using AI; the Denoise feature to remove noise in RAW photos; People Masking features to automatically select and edit facial hair and clothing; and Generative Remove, which uses Adobe Firefly to remove unwanted objects and distractions in a photo. In addition to individual subscriptions to Photoshop and Lightroom, the company offers a Photography Plan, which is a more limited cloud-based offering than Creative Cloud, targeted at photographers and photo enthusiasts and includes Photoshop, Lightroom and Lightroom Classic.
Adobe Illustrator and Adobe Fresco
Adobe Illustrator is the company’s industry-standard vector graphics App for desktop and iPad used worldwide by designers of all types who want to create digital graphics and illustrations for all kinds of media—print, web, interactive, video and mobile—from web and mobile graphics to product packaging to book illustrations and billboards. Features include Adobe Firefly-powered Generative Recolor, which enables users to generate different color palettes using text prompts and apply them to their illustrations; Objects on Path to empower users to quickly attach, arrange and move an object along any path of their art board; and Enhanced Image Trace to make it easier and faster to convert images to vectors. Adobe Fresco is the company’s free illustration App, available on various surfaces, that brings together the world’s largest collection of vector and raster brushes and AI-powered Live Brushes to deliver a natural painting and drawing experience.
Adobe Premiere Pro
Adobe Premiere Pro is a nonlinear video editing App used by filmmakers, TV editors, YouTubers and videographers. The company’s customers can import and combine various types of media, from video shot on a mobile device to 8K to virtual reality, and then edit in its native format without transcoding. Automated tools and workflows for color, graphics, audio and immersive 360/VR make the editing process more efficient. Premiere Pro offers Text-Based Editing, which allows the company’s customers to review transcripts or search for keywords to find and edit the right content faster and AI-powered Enhance Speech to remove noise and improve the quality of dialogue clips.
Adobe After Effects
Adobe After Effects is the company’s industry-standard motion graphics and visual effects App used by a wide variety of animators, designers and compositors to create cinematic movie titles, add effects and create animations. With an AI-enhanced Roto Brush, users can cut out objects from footage faster and more accurately than ever. After Effects works together with other Adobe Apps such as Adobe Premiere Pro, Adobe Photoshop, Adobe Illustrator and Adobe Audition, as well as third party software and hardware partners.
Adobe InDesign
Adobe InDesign is a design and layout App for print and digital media. The company’s customers use it to create, preflight and publish a broad range of content including books, eBooks, digital magazines, posters and interactive PDFs for print, online and tablet App delivery. Integrations with other Adobe Apps such as Adobe Photoshop, Adobe Illustrator, Adobe Acrobat, Adobe Stock, Adobe Firefly, Adobe InCopy and Adobe Experience Manager expands InDesign’s capabilities and allows the company’s customers to collaborate and share content, fonts and graphics across projects.
Adobe Express
Adobe Express is the company’s all-in-one AI content creation App for users of any level, such as novice content creators and communicators, to easily create video, marketing, and social content. Users can design high-impact design elements, engaging videos and images, resumes, PDFs, animation and content ready for Instagram, TikTok and other social channels and platforms. The App features guided tools, one-click solutions for quick projects, simple drag and drop functions, collaboration tools, thousands of templates and access to more than 20,000 fonts and the entire Adobe Stock photo collection, and allows users to easily plan, schedule, preview, and publish content all from one place. Adobe Firefly integrated into Adobe Express makes it possible to quickly generate custom images and text effects from text prompts in over 100 languages and is designed to be commercially safe. Also available in Adobe GenStudio and Adobe GenStudio for Performance Marketing, Adobe Express allows marketers to quickly resize and reformat assets to create content variations for any channel. Adobe Express is available on mobile devices and the web.
Adobe Firefly, Adobe Firefly Services and Custom Models
Adobe Firefly is a creative generative AI models and standalone web App for exploring AI-assisted creative expression. Firefly’s foundation generative AI models allow users to generate images, text effects, design templates, and vector graphics using a text description. Firefly AI models include a version of the Firefly Image Model that generates images from text prompts, a Firefly Vector Model that generates fully editable vector graphics, a Firefly Design Model that generates fully editable design templates, and a Firefly Video Model (public beta) that generates video from text or image prompts. In addition, with Adobe Firefly for Enterprise, certain businesses are eligible to obtain an intellectual property indemnification for AI-generated content generated by most Firefly-powered workflows. Firefly-powered generative AI features are also available in a number of its products including Adobe Photoshop, Adobe Illustrator, Adobe Express, Adobe Acrobat and Adobe Stock. Firefly is available for free with a limited number of Generative Credits per month.
Also available for enterprises are Adobe Firefly Services and Custom Models. Firefly Services provides enterprises with APIs, tools and services for content generation, editing and assembly, to automate the production of content while maintaining quality and control. Custom Models enable enterprises to train generative AI models based on their intellectual property, product and brand styles across a wide variety of use cases such as localization or merchandising for e-commerce, maintaining and propagating brand consistency at scale across their organizations.
Adobe Stock
Adobe Stock provides designers and businesses with access to millions of curated, royalty-free photos, vectors, illustrations, videos, templates, audio and 3D assets, for all their creative projects. Adobe Stock is built into the company’s Creative Cloud Apps, including Adobe Photoshop, Adobe Illustrator, Adobe InDesign and Adobe Express, enabling users to search, browse and add assets to their Creative Cloud Libraries and instantly access them across all connected surfaces.
Frame.io
Frame.io is the company’s cloud-native creative collaboration platform that streamlines the production of creative assets by enabling creative professionals and key project stakeholders to collaborate with real-time upload, review and approval, frame-accurate commenting, annotations and more. Frame.io includes support for video beyond post-production workflows including casting, location scouting, footage reviews, and marketing campaign management, as well as still images, design files and PDFs. Frame.io is directly integrated with Adobe Premiere Pro, Adobe After Effects, Adobe Photoshop, Adobe Lightroom and Adobe Workfront to allow video creators to request and receive streamlined frame-specific comments directly in those Apps. Frame.io’s Camera to Cloud functionality allows creators to automatically upload footage from cameras and other recording devices on set directly into Frame.io for review, with integrations for still image cameras.
Adobe Substance 3D Collection
Adobe Substance 3D is an ecosystem of desktop Apps, including Substance 3D Stager, Substance 3D Painter, Substance 3D Sampler, Substance 3D Designer and Substance 3D Modeler. The company’s customers can build and assemble 3D scenes with Stager, use tools in Painter to texture 3D assets, from brushes to Smart Materials that automatically adapt to model and use Sampler to digitize and enrich assets. Substance 3D Assets is a 3D materials library from which users can import professional quality 3D textures into their projects and generate infinite texture variations. Substance 3D Modeler, which is available on desktop and certain VR headsets, interprets spatial input from the physical world, allowing the user to sculpt a model as if in a real workshop, using natural, fluid gestures of the artistic flow, and switch between VR and desktop, at every project stage.
Behance
Behance is a social community for creators to showcase and discover creative work online and live-stream their skills and creations from Creative Cloud Apps. Adobe Portfolio allows users to quickly and simply build a fully customizable and hosted website that seamlessly syncs with Behance.
Adobe Document Cloud
Adobe Document Cloud is a cloud-based subscription offering that enables complete, reliable and automated digital document and signature workflows across desktop, mobile, web and third-party enterprise Apps to drive business productivity for individuals, teams, small businesses and enterprises. With Document Cloud, users can create, review, approve, sign and track documents and store them in the cloud for easy access and sharing across surfaces. Document Cloud includes Adobe Acrobat, Adobe Acrobat Sign, Adobe Scan and other Apps and API services that work standalone or integrate with users’ existing productivity Apps, processes and systems.
Adobe Acrobat
At the heart of Adobe Document Cloud is Adobe Acrobat, the company’s comprehensive PDF solution with a full set of tools to convert, edit, share and sign PDFs across various surfaces and platforms. Acrobat enables automated, collaborative workflows with a rich set of commenting, editing and sharing tools and direct integration with Adobe Acrobat Sign. Acrobat’s unified Share button combines sharing a link, sending the file by email, and sharing a file with others into one streamlined action, simplifying the sharing and review experience.
Adobe Acrobat Reader
Adobe Acrobat Reader, the company’s free software for reliable viewing, annotating and printing of PDF documents on a variety of surfaces and platforms, offers features to create, edit, export, combine, share and collaborate on PDF documents, including the Liquid Mode feature that automatically reformats PDFs for quick navigation and consumption on mobile devices. Users of both Acrobat and Acrobat Reader can also access, edit and save changes to their PDF files stored in Adobe Document Cloud, or other third-party cloud storage services.
Adobe Scan
Adobe Scan can be used for free on mobile devices to provide scanning capabilities in the pocket of every person. It captures paper documents as images and transforms them into full-featured and versatile PDFs via Adobe Document Cloud services for instant sharing with others. Optical character recognition allows users to convert scanned documents into editable, searchable PDF files instantly.
Adobe Acrobat Sign
The company’s cloud-based e-signature service, Adobe Acrobat Sign, allows users securely to send any document electronically for signature across surfaces. Through web and mobile Apps, Acrobat Sign enables users to e-sign documents and forms, send them for signature, track responses in real time and obtain instant signatures with in-person signing. Acrobat Sign also integrates with users’ enterprise systems through a comprehensive set of APIs and Adobe Experience Manager Forms and Advanced Workflows for Acrobat Sign, to create forms and provide seamless experiences to its customers across web and mobile sites.
Digital Experience Offerings
Adobe Experience Cloud is a comprehensive collection of best-in-class products, services and solutions to manage the customer experience, all integrated into a cloud platform, along with service, support and an open ecosystem. Adobe Sensei uses AI and machine learning technology to analyze large amounts of data and make intelligent in-App recommendations, automate repetitive tasks, and drive real-time decisions within its products. Adobe Sensei GenAI allows customer experience and marketing teams to use natively embedded generative AI to deliver more accurate and personal customer journeys.
Experience Cloud is following sets of solutions for the company’s customers: Adobe Experience Platform; Data Insights and Audiences; Content, Commerce and Workflows; and Customer Journeys, which are each described below.
Adobe Experience Platform
Adobe Experience Platform is a purpose-built platform for customer experience management that helps businesses collect, connect and activate their known and unknown customer data from every interaction across sources and channels in real time to create unified customer profiles. Adobe Experience Platform standardizes data for intelligence and profile creation and provides an open and extensible cloud infrastructure, real-time updates, and AI-driven insights and scalability. Federated Audience Composition allows the company’s customers of Adobe Real-Time Customer Data Platform and Adobe Journey Optimizer to use data from their data partners directly to enrich existing high-value audiences and attributes all in one system. Adobe Experience Platform also offers Query Service and Data Science Workspace, which enable businesses to gain deeper insights from stored datasets and customer journey intelligence. These tools leverage predefined data-driven operational best practices, AI and business intelligence to enable and optimize real-time decisions, actions and business processes. Adobe Experience Platform AI Assistant is a generative AI-powered conversational interface that answers technical questions, automates tasks, simulates outcomes and generates new audiences and journeys across applications such as Adobe Real-Time Customer Data Platform, Adobe Journey Optimizer and Adobe Customer Journey Analytics. Adobe Experience Platform AI Assistant uses a collection of experience models designed to address the context of each use case and allows for quick data navigation as needed.
Data Insights and Audiences
The company’s Data Insights and Audiences solutions enable its customers to stitch together their data from across the consumer journey into a single view to provide insights based on every interaction in real time, easily share data and analyses across teams and organizations and use AI and machine learning to optimize personalization.
Adobe Analytics
Adobe Analytics helps the company’s customers create a holistic view of their business by turning their customer interactions into actionable insights. Driven by AI and machine learning, Adobe Analytics collects, organizes and structures vast streams of data from virtually any channel, including streaming web data, to deliver real-time insights that are easy for its customers to process, analyze and share to quickly identify problems and opportunities and to drive conversion and relevant customer experiences. The company’s customers can use these analytics to continuously improve marketing activities and better direct their marketing spend. The company’s Analysis Workspace features a drag-and-drop interface that allows its customers to craft an analysis, add visualizations so they can bring data to life, curate a dataset and share and schedule projects across their organization, among other features.
Adobe Customer Journey Analytics
Adobe Customer Journey Analytics brings a powerful set of analytics tools that allow the company’s customers to interactively explore and visualize the end-to-end customer journey across multiple channels and utilize AI-powered insights, while making such analytics more accessible across their organization, to ensure that customer journeys flow seamlessly regardless of channel.
Adobe Product Analytics
Adobe Product Analytics enables product teams to self-serve data and insights about their product experience through guided analysis workflows built on cross-channel data from Adobe Customer Journey Analytics. This cross-functional analytics suite allows product teams to partner closely with their marketing and customer experience counterparts to coordinate and deliver more personalized customer experiences across all channels using a single source of data, audience, and metrics. Adobe Product Analytics has native integrations across Adobe Experience Platform, including integrations with Adobe Journey Optimizer and Adobe Real-Time Customer Data Platform that allow product owners to act immediately by publishing real-time audiences for activation.
Adobe Mix Modeler
Adobe Mix Modeler is a self-serve, AI-powered solution that helps organizations measure, optimize, and plan marketing investments. Adobe Mix Modeler applies machine learning models that provide insights via cross-channel, summary datasets in Adobe Experience Platform on the historic and future impact of marketing investments on key business goals. This holistic understanding of the top-to-bottom impact of campaigns enables marketers to measure, plan, monitor, and adjust all marketing campaigns in a single App.
Adobe Real-Time Customer Data Platform
Adobe Real-Time Customer Data Platform is an App service that delivers real-time personalization at scale to enable its customers to bring together and securely collaborate on their first-party customer data to activate in real-time their customer and account profiles that allow for B2B and B2C marketers to deliver timely, relevant experiences across channels. Real-Time Customer Data Platform does this by activating a business’ unified customer profiles on Adobe Experience Platform across channels to leverage intelligent decision making throughout the customer journey and deliver hyper-personalized experiences across all known channels and surfaces.
Content, Commerce and Workflows
The company’s Content, Commerce and Workflows solutions help its customers manage, deliver, personalize and optimize on-brand content across web, mobile and App interfaces, as well as enable shopping experiences that scale from mid-market to enterprise businesses, across surfaces and channels. The following is a brief description of the company’s products for Content, Commerce and Workflows.
Adobe Experience Manager
Adobe Experience Manager combines digital asset management with a content management system and an end-to-end digital document solution. Adobe Experience Manager Sites provides a marketer and developer-friendly content management system built on a scalable, cloud-native foundation to create and deploy personalized experiences across every channel. Adobe Experience Manager Assets offers cloud-native digital asset management to create, manage, deliver and optimize personalized experiences at scale. Adobe Experience Manager is also available in GenStudio for Performance Marketing, allowing marketers to retrieve generated assets and associated metadata for generating campaign assets. Adobe Experience Manager Forms provides a cloud-native and scalable solution for personalized end-to-end digital customer onboarding and enrollment, enabling its customers to create, manage, publish and approve forms and documents.
Adobe Experience Manager Screens allows the company’s customers to connect online and in-venue experiences through digital signage. Adobe Developer App Builder provides a set of tools and services for its customers’ developers to extend Experience Manager to their existing infrastructure and apply parameters to make the UI look and feel for their businesses.
Adobe Commerce
Adobe Commerce offers a highly customizable, end-to-end e-commerce platform to manage, personalize and optimize the commerce experience for physical and digital goods across every touchpoint by bringing together digital commerce, order management and predictive intelligence to enable engaging shopping experiences across B2B, B2C and direct-to-consumer. Based on an open-source ecosystem with thousands of third-party extensions, Adobe Commerce extends beyond the online shopping cart to shoppable experiences, with actionable data analysis and automated back-end workflows, native integrations with other Adobe products, such as Adobe Analytics, Adobe Target and Adobe Experience Manager, and the capability to be scalable and extensible.
Adobe Workfront
Adobe Workfront provides a unified work management App to enable teams to work more efficiently, with tools to strategize, plan, execute, review and deliver on complex workflows. Integrations with Adobe Creative Cloud and Adobe Experience Manager Assets allow the company’s enterprise customers to scale content production with greater speed and efficiency. Adobe Workfront Planning, offered within Adobe Workfront, streamlines enterprise planning by delivering a comprehensive view of all marketing activities in an organization and enabling teams to be more strategic in planning and execution with full visibility into day-to-day marketing operations.
Adobe GenStudio for Performance Marketing
Adobe GenStudio for Performance Marketing is a generative AI-first product within Adobe GenStudio that enables marketing teams to use generative AI to quickly create on-brand advertisements and emails to deliver relevant and personalized experiences to their customers, while allowing brand and creative teams to retain oversight and strategic direction with brand guardrails. Adobe GenStudio for Performance Marketing natively integrates Digital Media and Digital Experience offerings, including Adobe Express and Adobe Experience Manager Assets, to optimize the process of planning, creating, managing, activating and measuring content for marketing campaigns and personalized customer experiences.
Customer Journeys
The company’s Customer Journeys solutions enable its customers to manage and orchestrate individual cross-channel campaigns that encourage meaningful customer experiences, personalize content and deliver optimized experiences at scale that are important to each of their customers and plan, orchestrate and measure engagement with their prospects and consumers at every stage of the customer journey. The following is a brief description of its products for Customer Journeys.
Adobe Marketo Engage
Adobe Marketo Engage is a customer experience management solution optimized for B2B, cross-channel campaigns by bringing together planning, engagement and measurement capabilities into an integrated marketing platform. Capabilities include lead nurturing and management; predictive account profiling for creating account-based experiences; integrated sales App; and integrations with third-party marketing Apps and Adobe Experience Cloud. Adobe Marketo Engage simplifies how companies plan, orchestrate and measure engagement at each stage of the customer experience, and allows companies to better align marketing and sales to engage priority accounts.
Adobe Campaign
Adobe Campaign is optimized for managing B2C cross-channel marketing campaigns. Adobe Campaign enables businesses to orchestrate the entire customer journey and use their customer data to create, coordinate and deliver dynamic, personalized experiences that are synchronized across channels, including email, mobile and offline, and determined by their consumers’ behaviors and preferences. Adobe Campaign’s features also include AI-powered email management, multidimensional targeting, in-App messaging and dynamic, customizable reports to analyze success.
Adobe Target
Adobe Target is an AI- and machine learning-driven personalization engine that lets the company’s customers test, target and optimize content across channels. With Adobe Target, the company’s customers have the tools they need to create omnichannel personalized experiences and create A/B and multivariate tests.
Adobe Journey Optimizer
Adobe Journey Optimizer is a scalable App built on Adobe Experience Platform that allows businesses to orchestrate and deliver personalized, connected customer journeys across any App, surface, screen, or channel across B2B and B2C. With this solution, brands can manage inbound customer engagement with outbound omnichannel campaigns and offer personalized content based on real-time profiles, data-driven insights, cloud-native scalability and API extensibility, all within a single App, and, for its B2B customers, build buying groups aligned to their organization’s product portfolio. Adobe Journey Optimizer also allows the company’s customers to track detailed performance of executed journeys and how individuals are progressing in real time, with data automatically sent to Adobe Experience Platform to allow full-funnel analysis.
Other Products, Services and Solutions
The company also offers a broad range of other enterprise and digital media products, services and solutions.
Operations
Marketing and Sales
The company markets its products, services and solutions directly to enterprise customers through its sales force and local field offices and directly to businesses and consumers. The company license its products to end-user customers through App stores and its own website. The company offers many of its products via a SaaS model or a managed services model (both of which are referred to as hosted or cloud-based) as well as through term subscription and pay-per-use models. The company’s subscriptions and free plans include a monthly plan-specific number of Generative Credits for generative AI creation with Adobe Firefly. The company market and distribute its products through sales channels, which include distributors, retailers, software developers, mobile App stores, systems integrators, independent software vendors and value-added resellers, as well as through original equipment manufacturers and hardware manufacturers.
The company’s local field offices include locations in Australia, Belgium, Brazil, Canada, China, Denmark, France, Germany, Hong Kong, India, Ireland, Italy, Japan, Mexico, the Netherlands, Poland, Romania, Kingdom of Saudi Arabia, Singapore, South Africa, Republic of Korea, Spain, Sweden, Switzerland, Taiwan, Thailand, the United Kingdom and the United States.
The company sells most of its products through a software subscription model where its customers purchase access to a product for a specific period during which they always have rights to use the most recent version of that product. The company also licenses perpetual versions of certain products with maintenance and support, which includes rights to upgrades, when and if available, support, updates and enhancements.
Services and Support
The company provides expert consulting, customer success management, technical support and learning services across all its customer segments, which include enterprises, small and medium businesses, creative professionals and consumers. With a focus on ensuring sustained customer success and realized value, this comprehensive portfolio of services is designed to help its customers and partners maximize the return on their investments in its cloud solutions and licensed products.
Consulting Services
The company has a global professional services team dedicated to designing and implementing solutions for its largest customers. The company’s professional services team uses a comprehensive, customer-focused methodology that has been refined over years of capturing and analyzing best practices from numerous customer engagements across a diverse mix of solutions, industries and customer segments. The company’s customers continually seek to integrate across Adobe’s products and cloud solutions and engage its professional services teams for their expertise in leading its customers’ digital strategies, multi-solution integrations and in running its customers’ platforms.
Another key component of Adobe’s strategy is developing a large partner ecosystem to expand the availability of Adobe solutions in the global marketplace. To assist partners in building their respective digital practices, Adobe Global Services provides a comprehensive set of deliverables through Adobe’s Solution Partner Program. The breadth of services offered in the program provides systems integrators, agencies and regional partners the tools required to develop core capabilities for positioning and building with Adobe technology, as well as implementing and running its customers’ platforms.
Customer Success Account Management
Adobe Customer Solutions provides Customer Success Managers, who work with the company’s enterprise and commercial customers on an ongoing basis to understand their current and future business needs, promote faster solution adoption and align product capabilities to its customers’ business objectives to maximize the return on their investment in Adobe’s offerings.
Technical Support
Adobe provides enterprise maintenance and support services to the company’s subscription customers as part of the subscription entitlement and to the company’s perpetual license customers via annual fee-based maintenance and support programs. These offerings provide its customers with: technical support on the products the company’s customers have purchased from Adobe; ‘how to’ help in using its products; and product upgrades and enhancements during the term of the maintenance and support or subscription period, which is typically one to three years.
The company provides product support through its support organization that includes several regional and global support centers, supplemented with outsourced vendors for specific services. The company’s customers can seek help through multiple channels including phone, chat, web, social media and email, allowing quick and easy access to the information they need. These teams are responsible for providing timely, high-quality technical expertise on all its products.
Certain consumers are eligible to receive Getting Started support, to assist with easy adoption of their products. For its enterprise customers with greater support needs, the company offers personalized service options through premium support offerings, delivered by global support centers and technical account managers who can also provide proactive risk mitigation services and on-site support services for those with business-critical deployments.
The company also offer delivery assurance, technical support and enablement services to partners and developer organizations. The company provides developers with quality tools, software development kits, information and services.
Digital Learning Services
Adobe Customer Solutions offers a comprehensive portfolio of learning and enablement services to assist the company’s customer and partner teams in the use of its products, including those within Digital Experience, Digital Media and other legacy products, services and solutions. The company’s training portfolio includes a large number of free online self-service learning options. Adobe Digital Learning Services also has an extensive portfolio of fee-based learning programs including a wide range of traditional classroom, virtual and on-demand training and certifications delivered by its team of training professionals and partners across the globe.
History
The company was founded in 1982. It was incorporated in 1983 and was reincorporated in 1997. The company was formerly known as Adobe Systems Incorporated and changed its name to Adobe Inc. in 2018.
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