Adobe: Creative, marketing and document management solutions
15.05.2019 212 0 admin

Adobe: Creative, marketing and document management solutions

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Adobe Inc. is an American multinational computer software company headquartered in San Jose, California. It has historically focused upon the creation of multimedia and creativity software products, with a more recent foray towards digital marketing software. Adobe is best known for its Adobe Flash web software ecosystem, Photoshop image editing software, Acrobat Reader, the Portable Document Format (PDF), and Adobe Creative Suite, as well as its successor Adobe Creative Cloud.

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Adobe’s urgency comes from the newfound competition it faces in marketing and e-commerce software. For 37 years the company has shrewdly reinvented itself to match the moment, but it isn’t used to fighting on unsettled ground against the likes of IBM, Oracle, SAP, and It became a big name because of products that practically monopolized their categories: image editor Photoshop, document reader Acrobat, and, for a time, graphics software Flash. Things aren’t so simple in the marketing business. “It’s not a clear-cut win for them,” says Anurag Rana, a software analyst at Bloomberg Intelligence. “They’re going to have to fight for every dollar against Salesforce and SAP.”

Like it did with Photoshop and Flash, Adobe has been trying to buy its way into a dominant position in marketing and analytics, where Inc. is a principal repository for customer lists and SAP SE benefits from customers’ accounting records. Adobe bought e-commerce company Magento for $1.7 billion in May and a few months later paid $4.8 billion for Marketo, a—yes—marketing firm that mostly targets other businesses. The Marketo acquisition was Adobe’s largest ever and more than double what Marketo sold for just two years earlier. Adobe said on March 26 that it plans to build a central hub for all of a given customer’s consumer data and that it will partner with other software makers to make sure the system is compatible with their data stores.

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