View Annual Report

Total Page:16

File Type:pdf, Size:1020Kb

View Annual Report UNITED STATES SECURITIES AND EXCHANGE COMMISSION Washington, D.C. 20549 FORM 10-K (Mark One) ⌧ ANNUAL REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES EXCHANGE ACT OF 1934 For the fiscal year ended November 30, 2007 OR TRANSITION REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES EXCHANGE ACT OF 1934 For the transition period from to Commission file number: 0-15175 ADOBE SYSTEMS INCORPORATED (Exact name of registrant as specified in its charter) Delaware 77-0019522 (State or other jurisdiction of (I.R.S. Employer incorporation or organization) Identification No.) 345 Park Avenue, San Jose, California 95110-2704 (Address of principal executive offices and zip code) (408) 536-6000 (Registrant’s telephone number, including area code) Securities registered pursuant to Section 12(b) of the Act: Title of Each Class Name of Each Exchange on Which Registered Common Stock, $0.0001 par value per share The NASDAQ Stock Market LLC (NASDAQ Global Select Market) Securities registered pursuant to Section 12(g) of the Act: None Indicate by checkmark if the registrant is a well-known seasoned issuer, as defined in Rule 405 of the Securities Act. Yes ⌧ No Indicate by checkmark if the registrant is not required to file reports pursuant to Section 13 or Section 15(d) of the Act. Yes No ⌧ Indicate by checkmark whether the registrant (1) has filed all reports required to be filed by Section 13 or 15 (d) of the Securities Exchange Act of 1934 during the preceding 12 months (or for such shorter period that the registrant was required to file such reports), and (2) has been subject to such filing requirements for the past 90 days. Yes ⌧ No Indicate by checkmark if disclosure of delinquent filers pursuant to Item 405 of Regulation S-K is not contained herein, and will not be contained, to the best of registrant’s knowledge, in definitive proxy or information statements incorporated by reference in Part III of this Form 10-K or any amendment to this Form 10-K. ⌧ Indicate by check mark whether the registrant is a large accelerated filer, an accelerated filer or a non-accelerated filer. See definition of “accelerated filer and large accelerated filer” in Rule 12b-2 of the Exchange Act. (Check one): Large accelerated filer ⌧ Accelerated filer Non-accelerated filer Indicate by check mark whether the registrant is a shell company (as defined in Rule 12b-2 of the Act). Yes No ⌧ The aggregate market value of the registrant’s common stock, $0.0001 par value per share, held by non-affiliates of the registrant on June 1, 2007, the last business day of the registrant’s most recently completed second fiscal quarter, was $20,875,448,074 (based on the closing sales price of the registrant’s common stock on that date). Shares of the registrant’s common stock held by each officer and director and each person who owns 5% or more of the outstanding common stock of the registrant have been excluded in that such persons may be deemed to be affiliates. This determination of affiliate status is not necessarily a conclusive determination for other purposes. As of December 28, 2007, 568,955,874 shares of the registrant’s common stock, $0.0001 par value per share, were issued and outstanding. DOCUMENTS INCORPORATED BY REFERENCE Portions of the Proxy Statement for the 2008 Annual Meeting of Stockholders (the “Proxy Statement”), to be filed within 120 days of the end of the fiscal year ended November 30, 2007, are incorporated by reference in Part III hereof. Except with respect to information specifically incorporated by reference in this Form 10-K, the Proxy Statement is not deemed to be filed as part hereof. TABLE OF CONTENTS Page PART I Item 1. Business.................................................................... 3 Item 1A. Risk Factors................................................................. 31 Item 1B. Unresolved Staff Comments................................................... 38 Item 2. Properties................................................................... 39 Item 3. Legal Proceedings............................................................ 40 Item 4. Submission of Matters to a Vote of Security Holders............................... 40 PART II Item 5. Market for Registrant’s Common Equity, Related Stockholder Matters and Issuer Purchases of Equity Securities................................................ 41 Item 6. Selected Financial Data....................................................... 45 Item 7. Management’s Discussion and Analysis of Financial Condition and Results of Operations 46 Item 7A. Quantitative and Qualitative Disclosures About Market Risk......................... 62 Item 8. Financial Statements and Supplementary Data .................................... 64 Item 9. Changes in and Disagreements With Accountants on Accounting and Financial Disclosure 107 Item 9A. Controls and Procedures....................................................... 107 Item 9B. Other Information............................................................ 108 PART III Item 10. Directors, Executive Officers and Corporate Governance............................ 108 Item 11. Executive Compensation...................................................... 109 Item 12. Security Ownership of Certain Beneficial Owners and Management and Related Stockholder Matters........................................................ 109 Item 13. Certain Relationships and Related Transactions, and Director Independence............ 109 Item 14. Principal Accounting Fees and Services.......................................... 109 PART IV Item 15. Exhibits, Financial Statement Schedules.......................................... 109 Signatures.............................................................................. 110 Summary of Trademarks.................................................................. 112 Exhibits................................................................................ 114 Forward-Looking Statements In addition to historical information, this Annual Report on Form 10-K contains forward-looking statements, including statements regarding product plans, future growth and market opportunities which involve risks and uncertainties that could cause actual results to differ materially from these forward-looking statements. Factors that might cause or contribute to such differences include, but are not limited to, those discussed in this section under “Risk Factors”. You should carefully review the risks described herein and in other documents we file from time to time with the Securities and Exchange Commission (“SEC”), including the Quarterly Reports on Form 10-Q to be filed in 2008. When used in this report, the words “expects,” “could,” “would,” “may,” “anticipates,” “intends,” “plans,” “believes,” “seeks,” “targets,” “estimates,” “looks for,” “looks to,” and similar expressions, as well as statements regarding our focus for the future, are generally intended to identify forward-looking statements. You should not place undue reliance on these forward-looking statements which speak only as of the date of this Annual Report on Form 10-K. We undertake no obligation to publicly release any revisions to the forward-looking statements or reflect events or circumstances after the date of this document. PART I ITEM 1. BUSINESS Founded in 1982, Adobe Systems Incorporated is one of the largest and most diversified software companies in the world. We offer a line of creative, business and mobile software and services used by creative professionals, designers, knowledge workers, high-end consumers, original equipment manufacturer (“OEM”) partners, developers and enterprises for creating, managing, delivering and engaging with compelling content and experiences across multiple operating systems, devices and media. We distribute our products through a network of distributors and dealers, value-added resellers (“VARs”), systems integrators, independent software vendors (“ISVs”) and OEMs, direct to end users and through our own Web site at www.adobe.com. We also license our technology to hardware manufacturers, software developers and service providers, and we offer integrated software solutions to businesses of all sizes. We have operations in the Americas, Europe, Middle East and Africa (“EMEA”) and Asia. Our software runs on personal computers with Microsoft Windows, Apple OS, Linux, UNIX and various non-PC platforms, depending on the product. Adobe was originally incorporated in California in October 1983 and was reincorporated in Delaware in May 1997. We maintain executive offices and principal facilities at 345 Park Avenue, San Jose, California 95110-2704. Our telephone number is 408-536-6000. We maintain a Web site at www.adobe.com. Investors can obtain copies of our SEC filings from this site free of charge, as well as from the SEC Web site at www.sec.gov. BUSINESS OVERVIEW For more than 25 years, Adobe software and technologies have helped redefine how people engage with ideas and information—anytime, anywhere and through any medium. The impact of our solutions is evident across many industries and is felt by anyone who creates, views and interacts with information. Today, through the delivery of powerful design, imaging and publishing software for print, Web and dynamic media production, and by delivering a technology platform, we help people express, share, manage and collaborate on their ideas in imaginative and meaningful new ways. Our strategy is to address the needs of a variety of customers which include creative professionals—graphic
Recommended publications
  • Adobe Systems FY2006 10-K/A
    UNITED STATES SECURITIES AND EXCHANGE COMMISSION Washington, D.C. 20549 ________________ FORM 10-K/A (Amendment No. 1) ________________ (Mark One) [X] ANNUAL REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES EXCHANGE ACT OF 1934 For the fiscal year ended December 1, 2006 OR [ ] TRANSITION REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES EXCHANGE ACT OF 1934 For the transition period from to Commission file number: 0-15175 ADOBE SYSTEMS INCORPORATED (Exact name of registrant as specified in its charter) Delaware 77-0019522 (State or other jurisdiction of (I.R.S. Employer incorporation or organization) Identification No.) 345 Park Avenue, San Jose, California 95110-2704 (Address of principal executive offices and zip code) (408) 536-6000 (Registrant’s telephone number, including area code) Securities registered pursuant to Section 12(b) of the Act: Title of Each Class Name of Each Exchange on Which Registered Common Stock, $0.0001 par value per share The NASDAQ Stock Market LLC (NASDAQ Global Select Market) Securities registered pursuant to Section 12(g) of the Act: None Indicate by checkmark if the registrant is a well-known seasoned issuer, as defined in Rule 405 of the Securities Act. Yes [X] No [ ] Indicate by checkmark if the registrant is not required to file reports pursuant to Section 13 or Section 15(d) of the Act. Yes [ ] No [X] Indicate by checkmark whether the registrant (1) has filed all reports required to be filed by Section 13 or 15 (d) of the Securities Exchange Act of 1934 during the preceding 12 months (or for such shorter period that the registrant was required to file such reports), and (2) has been subject to such filing requirements for the past 90 days.
    [Show full text]
  • Final Unit (PDF)
    Reading Media Imagery to Language Literacy – Producing Digital Media for the Common Core Jose Rios Background This unit is one teacher’s vision in using reading media imagery to teach by producing digital media, with video narration, under the guide of the Common Core Standards to activate English Language Learners. As a mid-career, lifelong teacher and techno enthusiast, I have drawn inspiration to meld the pathways of my life into a direction to the benefit of my charges in public education. My particular circumstance lends itself to creativity; the field of Hispanic/Latino Education in public schools is in the direst of circumstances. The imagery from conversations at the lunch table to the published news and public school report cards show English Language Learners are floundering academically. Statics paint a troubled future. ELL students, for the most part, are not graduating and are less likely to go to college. In 2007, the nation-wide dropout rate was 21% for foreign-born students compared to 8% for native-bornstudents.1 ELL and immigrant populations have lower graduation rates and higher dropout rates. ELL students are more likely to live in poverty; in 2007 66% of ELL students lived in a household with a family income of 200% below the poverty level compared to 37% of non-ELL students.2 This is wholesale disenfranchisement of a large segment of our population who are not preparing to take their place in society. Many ELL students are not moving on educationally in our society and are alien to the society their parents left long ago.
    [Show full text]
  • Presentation Zen: Simple Ideas on Presentation Design and Delivery, Second Edition
    ptg7789895 Praise for Presentation Zen: Simple Ideas on Presentation Design and Delivery, Second Edition “ It's often the slim books that have the most impact. Strunk and White for proper English. Robert’s Rules of Order for running meetings. Both deceptively short, with huge impact. To these I find it easy to add Presentation Zen for moving an audience. Embrace this wonderful guide and gain the power of crafting simple and clear messages. Garr Reynolds provides techniques and examples in a manner that, quite naturally, adheres to the same principles as what he teaches.” —Ric Bretschneider, Senior Program Manager, PowerPoint Development Team 1993-2010 “ Garr is a beacon of hope for frustrated audiences everywhere. His design philosophy and fundamental principles bring life to messages and can invigorate careers. His principles of simplicity are as much a journey of the soul as they are restraint of the mouse.” —Nancy Duarte, CEO, Duarte, Inc., and author of slide:ology and resonate “Presentation Zen changed my life and the lives of my clients. As a communications specialist, I was searching for a way to create visuals that support the narrative without detracting from the story. The philosophy and approach so elegantly explained in Garr's book will inspire your ptg7789895 audience. Don't even think of giving another presentation without it!” —Carmine Gallo, author of The Presentation Secrets of Steve Jobs “ Garr has broken new ground in the way we think about the power of presentations, and more important, has taught an entire generation of communicators how to do a better job. Don’t miss this one.” —Seth Godin, legendary presenter and author of We Are All Weird “ If you care about the quality and clarity of your presentations—and you should—pick up this book, read every page, and heed its wisdom.
    [Show full text]
  • Flight Centre Limited
    Adobe Systems Incorporated: SWOT Analysis & Company Profile Reference code: BRSMPL001 Published: June 2010 Business Review John Carpenter House 7 Carmelite Street London EC4Y 0BS United Kingdom Tel: +44 (0) 20 7936 6400 Fax: +44 (0) 20 7336 6813 Adobe Systems Incorporated - SWOT Profile Page 1 Adobe Systems Incorporated - SWOT Profile Table of Contents Adobe Systems Incorporated - Company Overview ............................................................................................................... 3 Adobe Systems Incorporated - Key Facts ............................................................................................................................... 3 Adobe Systems Incorporated - Business Description ............................................................................................................. 4 Adobe Systems Incorporated - Major Products and Services ................................................................................................. 6 Adobe Systems Incorporated - History .................................................................................................................................... 7 Adobe Systems Incorporated - SWOT Analysis ...................................................................................................................... 8 SWOT Analysis - Overview............................................................................................................................................. 8 Adobe Systems Incorporated - Strengths ......................................................................................................................
    [Show full text]
  • 1. Operating Systems: 1
    1 Krishna: 9849010760 Hi all, If u want any Software Cd’s or DVD’s call : +91 98490 10760 Or Mail : [email protected] 1. Operating Systems: 1. Windows 98 SE Boot CD ……… …………………………………….……….…….…100/- 2. Windows 95 Boot CD.……………………………………………….……………………100/- 3. Windows ME Boot CD ………………………………………………………….……..…100/- 4. Windows NT Server4.0 Boot CD ………………………………………….…….….……100/- 5. Windows NT Workstation Boot CD …………………………………..………………….100/- 6. Windows 2000 Prof Boot CD …………………………………………….…….….…….100/- 7. Windows 2000 Server Boot CD …………………….……………………..……..………100/- 8. Windows 2000 Adv Server Boot CD …………………………………………………….100/- 9. Windows XP Prof. Boot CD …………………………………………………….……..…100/- 10. Windows XP Prof. With Service Pack 1 (SP1) Boot CD…....……………………………100/- 11. Windows XP Prof. With Service Pack 2 (SP2) Boot CD…………………………..……..100/- 12. Windows 2003 Server Ent. Full Version Boot CD ……………………………………….100/- 13. Dos6.22 , WinNT Server, Win ME, Win97, Win98Se, Win NT Workstation……………100/- 14. Red hat Linux 7.2 Boot ……………………..……….………3 CD’s……………………150/- 15. Red hat Linux 8.0 Boot ……………..……………….……… 4 CD’s…………..…….….250/- 16. Red hat Linux 9.0 Boot ………………….….……….………7 CD’s……………………400/- 17. Fedora Core 1 (RH Linux 10.0) …………………………….. 5 CD’s………………..…..300/- 18. FEDORA CORE 3…………………………………………... 4 CD’s……………………250/- 19. Red Hat Linux Advanced Server 2.1AS …………………… 4 CD’s………………..…..250/- 20. Red Hat Enterprise Linux 3.0……………….……..…………4 CD’s……….……….…..300/- 21. SUSE Linux 8.0 Boot ……………………………… ……… 3 CD’s……..……………..200/- 22. Suse Linux 9.1 Prof …………………………….……………5 CD’s….………………..300/- 23. Sco-Unix 5.05. Boot ……………………………………………….……………………..100/- 24. Sco-Unix 7.1.1 Boot ……………………………………..…. 4 CD’s…….…….………..300/- 25. Novel Netware 6.0 ……………………………….…………. 3 CD’s……………..……..250/- 26.
    [Show full text]
  • How Adobe Products Support Windows Vista
    Frequently Asked Questions HOW ADOBE PRODUCTS SUPPORT WINDOWS VISTA This document covers these Adobe is committed to helping its customers transition Adobe products: ™ • Adobe Acrobat® smoothly to the new Windows Vista operating system. • Adobe Acrobat Connect™ Professional This document details how current and upcoming Adobe • Adobe Reader® products support Windows Vista. • Adobe Creative Suite® • Adobe GoLive® • Adobe Illustrator® ADOBE PRODUCTS AND WINDOWS VISTA • Adobe InDesign® Q. Will Adobe support the new Windows Vista operating system? • Adobe InCopy® A. As a leading developer for Microsoft® Windows®, Adobe has a long track record of • Adobe Photoshop® supporting the latest version of the Windows operating system. Adobe is excited about the • Adobe Photoshop Lightroom™ new Windows Vista operating system and has been working closely with Microsoft to test • Macromedia® Studio Adobe products on prerelease editions of this operating system. Now that Windows Vista is • Macromedia Contribute® publicly available, Adobe is conducting final testing of many of its products to: • Macromedia Dreamweaver® • Macromedia Fireworks® • Identify and document issues with current versions of its software. • Macromedia Flash® Professional • Develop free patches for some of Adobe’s currently available products, so they run smoothly or Basic on Windows Vista. • Macromedia Flash Player • Verify that upcoming releases of Adobe’s products meet rigorous standards of quality and • Adobe Production Studio fully support Windows Vista. • Adobe Audition® • Adobe After Effects® Professional Q. Do current versions of Adobe products support Windows Vista? or Standard A. All Adobe products available as of January 30, 2007 were released before Windows Vista • Adobe Premiere® Pro became publicly available and so have not been fully designed for or tested on this new • Adobe Encore® DVD operating system.
    [Show full text]
  • Adobe Creative Suite 3 Production Premium What's
    What’s New ADOBE® CReaTIVE SUITE® 3 PRODUCTioN PREMIUM PUT IDEAS IN MOTION WITH THE TOTAL POST-PRODUCTION SOLUTION Maximize your productivity with new Adobe Creative Suite 3 Production Premium software for Mac and Windows. Maximize your productivity with Adobe Creative Suite 3 Production Premium, the total post-production solution available for both Mac and Windows. Tighter than ever integra- tion among Adobe’s all-new video, audio, and design tools—now including Adobe Flash® CS3 Professional software for output to the web and Adobe Soundbooth™ CS3 software for audio—ensures fluidity in every aspect of your workflow, including capturing, editing, motion graphics, effects, compositing, audio, and interactive authoring. Enjoy greater productivity as you move from task to task, thanks to a unified interface and an integrated workflow. Benefit from powerful, timesaving features such as Dynamic Link, Adobe Creative Suite 3 Production which eliminates rendering delays when you use After Effects compositions in Adobe Premium combines full Premiere Pro and Encore software. New and innovative keying, direct-to-disk capture, and new versions of: powerful on-set monitoring capabilities are also yours with the inclusion of Adobe Ultra™ • Adobe After Effects® CS3 Professional CS3 software (included only with Production Premium for Windows) and Adobe • Adobe Premiere® Pro CS3* OnLocation™ CS3 software (see Mac platform requirements at left). • Adobe Photoshop® CS3 Extended • Adobe Flash CS3 Professional Whether you work on Mac or Windows, Adobe Production Premium prepares you for • Adobe Illustrator® CS3 tomorrow’s post-production challenges. Move beyond HD, HDV, SD, and DV to Blu-ray • Adobe Soundbooth CS3* Disc delivery and other emerging web and mobile formats using the platform of your choice.
    [Show full text]
  • KPBSD Technology Plan
    2007 KPBSD Technology Plan KPBSD Information Services Department Table of Contents Section 1: Communications Infrastructure Needs Assessment Page 4 Goals Page 4 Network Overview Page 5 Network Diagram Page 6 List of Connectivity to Each School Page 8 Internet Access Page 9 Schools Capable of Videoconferencing Page 9 School Wiring Description Page 9 Ethernet/ TCP/IP Page 9 E-Mail Page 9 Internet Explorer Page 10 Phone Systems Page 10 IP Telephony Page 10 Voice Services Page 14 Cellular/Smart Phones Page 21 Web Cams/Security Cameras Page 21 Communication with Parents Page 22 Minimum Edline Expectations for Administrators Page 23 Minimum Edline Expectations for Teachers Page 24 Evaluation of School Specific Goals Page 25 Annual Review Necessary for E-Rate Application Page 25 Evaluation of Action Plans Page 25 Communication Infrastructure Action Plan Page 26 Section 2: District Technology Plan FCC E-Rate Program Page 28 KPBSD Use of E-Rate Page 28 2008 E-Rate Funding Requested Page 28 Co-Ordination of Funding Sources Page 29 Cooperation with the Borough Page 30 Tech Plan I Description (July 2000 – June 2003) Page 31 Tech Plan I Implementation Different Than Planned Page 32 Tech Plan I – The Numbers Page 32 Tech Plan II – (July 2004 – June 2009) Page 34 Tech Plan II – The Numbers Page 34 Hardware Standardization Page 37 Hardware Inventory Page 38 Software Standardization Page 45 The Kenai Process for Standardization Page 46 The Software Database Page 47 Software Inventory by Location Page 48 Technology Support Page 84 Remote Support Tools
    [Show full text]
  • Presentation Template
    オートメーションを活用して マルチクラウド環境におけるセキュリティ実現をサポートする プロダクトセキュリティディレクター デイブ・レオーネ © 2019 Adobe. All Rights Reserved. アドビ独自の利点 素晴らしいデジタル体験をデザイン・実現するために 必要なことすべてを提供できるのは アドビだけ © 2019 Adobe. All Rights Reserved. 2 Demdex Audience Tumri OKYZ optimization Programmatic アドビが買収した企業(19903D collaboration年から2019年) advertising software EchoSign Web-based Mixamo Sayspring Q-Link signatures 3D computer Voice Design Business process graphics & Prototype Management software Iridas Serious Magic Video Fotolia Uru Video Software software Stock Frame Technology photography Computer Corporation InterAKT Nitobi Vision FrameMaker document Software Mobile development processing TubeMogul software Video Magento Pixmantex Advertising E-Commerce Software Typekit Aviary Mobile Laser Tools Web fonts Marketo Ares Software Omniture developer Language Tech Font Software Trade Efficient Marketing Web analytics LiveFyre Automation Software Accelio Technologies Frontier/CO Emerald City Social HyWay Ferranti Enterprise Software Day Digital advertising Software Software Documents Graphic design YaWah Software optimization OCR Systems Navisware Neolane tool Technology for Acrobat DigiDox Yellow Pre-packaged Content ComScore Allegorithmic Enterprise Software Software Management Campaign Capture Electronic catalog Dragon Marketing Digital Analytix 3D Editing Tech assets & Authoring BluePoint Aldus Sandcastle GoLive Fotiva Macromedia Scene7 Business Auditude Behance Skybox Technologies PageMaker, desktopInternet latencyWeb design Digital photo Syntrillium Multi-media Dynamic Catalyst Video
    [Show full text]
  • “Creation of Electronic Educational Resources for Practical Works for the Subject “It in Education" with Using Adobe Software Package.”
    MINISTRY OF DEVELOPMENT INFORMATION TECHNOLOGIES AND COMMUNICATION OF REPUBLIC OF UZBEKISTAN TASHKENT UNIVERSITY OF INFORMATION TECHNOLOGIES Admitted to the defense Head of department “Information educational technologies” _________________________ « » ___________2016 y. FINAL QUALIFYING WORK “CREATION OF ELECTRONIC EDUCATIONAL RESOURCES FOR PRACTICAL WORKS FOR THE SUBJECT “IT IN EDUCATION" WITH USING ADOBE SOFTWARE PACKAGE.” Graduate ____________ Atakhanov J.M signature Consultant ____________ AkhatovaR.Yu signature Consultant of SVA ____________ AmurovaN.Yu signature Reviewer ____________ Vasiliyeva S.A signature Tashkent 2016 1 MINISTRY OF DEVELOPMENT INFORMATION TECHNOLOGIES AND COMMUNICATION OF REPUBLIC OF UZBEKISTAN TASHKENT UNIVERSITY OF INFORMATION TECHNOLOGIES Faculty Professional education in sphere ICT Department “Information educational technologies” Direction 5111000 “Professional education: Informatics and information technologies” CLAIM Head of department “Information educational technologies” ________________________ « ___ »_______________ 2016 y. TASK for final qualifying work of Atahanov Jasur Mansurxanovich on subject: “Creation of electronic educational resources for practical works for the subject "IT in education" with using Adobe software package” 1. The subject was claimed with order of university «15».12.2015 № 1324-20 2. The deadline of delivery finished work 25.05.2016 3.Raw data for work lecture, books, methodical applications, articles, web-sites, multimedia applications 4. The content of settlement and explanatory
    [Show full text]
  • How Digital Platform Companies Employ Envelopment and What Makes It a Success
    How digital platform companies employ envelopment and what makes it a success A comparative study on Adobe Systems and Smith Micro Software Author: Luuk Damhuis University of Twente P.O. Box 217, 7500AE Enschede The Netherlands Through the emergence of the internet and other communication technologies digital companies such as Google and Adobe have grown more swiftly than companies in other markets. The need of userbases and the overlap of different userbases push digital platform companies to innovate their business model by enveloping rather than relying on traditional innovation. Eisenmann et al. (2010) developed three types of envelopment through which digital platform companies can evolve, however, few scholars have examined which strategy leads to platform dominance. This paper theorizes how digital platform companies innovate their value proposition in the pursuit of revenue. Through new value propositions offered by Adobe and Smith Micro, which were derived from a series of blog posts and press releases by both companies from 2006 to 2011, the envelopmental strategies of the case companies were analyzed. Subsequently two different strategies resulting in differing levels of success were shown to be utilized by these companies. It was found that the best way to innovate is a balanced one, namely to strengthen ones core business by enveloping focused before sporadically using dispersed envelopment to enter newly adjacent markets and repeating this cycle. Through these envelopmental strategies an updated envelopmental matrix was proposed based on the matrix previously derived by Müller, Kijl & Visjnic (2018). Here lies the proposition that there is one optimal route for envelopment, as is shown in the matrix.
    [Show full text]