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THE MARKET Founded in December 1982 by John Warnock and Charles THE MARKET page layout and PDF creation software, as well as Founded in December 1982 by John Warnock tools for video and mobile authoring. and Charles Geschke, who shared a vision for Adobe is increasingly integrating services publishing and graphic arts that would forever into its creative professional products, with change how people create and engage with Adobe Stock Photos, localised professional information. Now one of the world’s largest Photographer directories and Expert Support software companies - generating annual revenues offerings. exceeding R19 billion (in 2006) - Adobe Adobe’s flagship Photoshop software - as provides complete and innovative solutions for well as comprehensive professional digital video its customers. platform for film, broadcast, Internet and DVD Headquartered in San Jose, California, Adobe - helps professionals and hobbyists edit, manage has been establishing a fast-growing network in and share images and video with the highest Africa over the last few years. South African quality results. The company is also a leader customers can access products and solutions in digital video and high-definition (HD) with through a dedicated network of authorised its Adobe Production Premium an integrated distributors, resellers and training partners and a solution for professional videographers and regional office. Enterprise and education clients filmmakers. deal with a dedicated distributor and value-added The January 2007 Adobe Systems headcount resellers (VARs). was 6,427 employees, about 40 percent of whom their first Original Equipment Manufacturer Today, Adobe’s powerful technology platform, work in San Jose, California. Adobe also has (OEM) contract the following year. By 1986, built around Adobe PDF and Flash technology, major development operations in Seattle and San Adobe was posting an annual revenue of US$16 greatly enhances how people create, manage, Francisco, India and Canada. million. In the same year the Adobe Type Library deliver, and engage with information. Free Adobe Adobe offers its products through three was launched, followed by Adobe Illustrator in Reader® and Flash Player software—already focused distributors, an Educational Licensing 1987. 1988 saw revenue reach US$83 million deployed on hundreds of millions of computers, Centre and an Enterprise Licensing Centre, which and the headcount hit 291. mobile phones and smart devices worldwide— work with reseller partners and retail outlets to In the mid-1980s, soon after introducing enable people anywhere to engage, collaborate, bring product to the South African market. PostScript, Adobe entered the consumer software and act on information and content, through the market with Adobe Illustrator, a vector-based web, enterprise applications, online meetings, ACHIEVEMENTS drawing program for the Apple Macintosh. and digital documents. Adobe has consistently won awards, showing it is 1989 saw the launch of Adobe Photoshop Large enterprises and governments worldwide indeed a Superbrand. These industry, trade, and for the Macintosh. While Photoshop 1.0 had are among Adobe’s fastest-growing customer customer awards have included: competitors, it was extremely stable and well- segments. Adobe Creative Suite 3 is becoming featured. Adobe had the resources to promote the platform for the future of design and • Adobe Photoshop: 2005 Superior Technology it and market domination came quickly. Adobe publishing. The suite combines the best available Award Recipient (STAR) by TV Technology Acrobat was launched in 1993, closely followed digital imaging, vector graphics, web publishing, Magazine by PageMaker and After Effects in 1994. Between 1998 and 2005, the company • Adobe InDesign: 2005 Webby Award from launched 28 new products, packages or The International Academy of Digital Arts upgrades, continuing its lead in the creative and Sciences software market. In December 2005, Adobe acquired its former competitor Macromedia. The • Adobe Creative Suite 2: voted 2004 Product combination of the two software giants provides of the Year by MacNet customers with powerful solutions for creating, managing and delivering gripping content and • Adobe Photoshop Elements 3.0: 2004 Best of experiences across multiple operating systems, What’s New by Popular Science devices and media. Together, the two companies meet a wider set of customer needs and have a • Since 2001, Fortune magazine has ranked significantly greater opportunity to grow into new Adobe as an outstanding place to work. Adobe markets, particularly in the mobile and enterprise was rated the fifth-best American company segments. to work for in 2003 and sixth-best in 2004. Adobe outlasted many of its rivals through It was ranked 31st in the 2007 Fortune Best the 1980s and 1990s, eventually acquiring its Companies to Work For list. main competitors and continuing to improve its applications until they became industry standards. HISTORY In 1994, Adobe took over Aldus and acquired Co-chairmen Geschke and Warnock, having PageMaker and the TIFF file format; in 1995 it founded the company in 1982, were awarded acquired the long-document DTP application 2007 via Adobe’s website, with the full version expected toward the end of the year. PROMOTION Television advertising is not used in the South African market, but Adobe uses radio ads to publicise major events, along with some print advertising. The company focuses on vertical markets, generally opting for below-the-line advertising and direct response. Adobe’s best marketing occurs at a face- to-face level with customers. This is achieved through customer visits, partner engagements and hosted events. Adobe Live, an alternate-yearly event, attracts 1,500 delegates and local and international speakers, who discuss general design and practical product information, and grows year by year. Adobe has mounted a combination marketing and anti-piracy (AP) drive using several local direct mailing campaigns over the last few years. Information on licence compliance is mailed and FrameMaker from Frame Technologies. environment, Adobe introduced Adobe followed up telephonically. Creative Suite 2 was launched in 2005, and LiveCycle Enterprise Suite (ES) in June, an “Better by Adobe”, is the tagline used by the much-vaunted Creative Suite 3 was launched integrated family of software for automating Adobe - and users would agree. Adobe Creative on 27 March 2007. processes that help businesses and governments Suite 3 comes with the payoff line: “Creative more effectively engage with customers, citizens, license: Take as much as you want.” THE PRODUCT partners, and suppliers. Adobe solutions are used daily by many of In April 2007, Adobe introduced a new BRAND VALUES the world’s leading organisations in a range application for viewing media on the desktop at Communicating is truly “Better by Adobe”. Users of industries, such as publishing, government, the National Association of Broadcasters (NAB) around the globe have come to trust the brand as financial services, telecommunications, and show in Las Vegas. Called Adobe Media Player, one that delivers the highest quality software for education worldwide. the application builds on the base of Adobe’s Flash the highest quality creations. Its user-friendliness Primary customer segments include: Player to help expand Adobe’s video solutions inspires a loyal customer base that continues to online. It is described as “a technology portfolio upgrade with Adobe as requirements change. • Knowledge Workers and Enterprises: Busi- that will drive new advances in Internet video The values most closely associated with nesses and government organisations use authoring, playback and commerce”. Adobe the brand are innovation, trust and support. Adobe desktop and server-based Acrobat abd Media Player is a cross-platform application Building these into a cycle of reliable evolution LiveCycle solutions to improve productivity, and will be available as a free beta some time in and compatibility, Adobe is set to maintain its collaboration, and business processes inside lead in how the world engages with ideas and and outside the organisation. information. • Creatives and Designers: With Adobe Creative Suite 3 solutions, designers, publishers, photographers, and videographers are making THINGS YOU DIDN’T KNOW ABOUT brands and products stand out in crowded ADOBE markets by designing compelling content for delivery in print, online, for video, and on mobile devices. ¶ Adobe Flash Player and Reader software installations counted together are installed • High-end Consumers: A wide variety of on more than 700 million connected PCs enthusiasts use Adobe’s popular solutions to and devices worldwide develop, enhance, and deliver images and content in print and across a variety of digital ¶ The world’s top 10 PC manufacturers devices. ship their systems with Adobe PDF technology pre-installed • Partners and Developers: Adobe’s technology platform enables developers, systems ¶ Adobe Reader software is distributed integrators, and software manufacturers in 26 languages on 10 major platforms to build dynamic applications that address worldwide business demand for improved interaction with information. ¶ More than 90 percent of creative professionals have Adobe Photoshop RECENT DEVELOPMENTS software on their desktops The recently launched Adobe Creative Suite 3 delivers the next level of integration in creative ¶ One million designers and developers use software, enabling users to realise their ideas in Macromedia Flash print, video on the Internet and mobile devices. Adobe Creative Suite 3 is a more ¶ PDF/A and PDF/X are ISO standards comprehensive offering for the unified design .
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