Jun
26
2020
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CIO Cynthia Stoddard explains Adobe’s journey from boxes to the cloud

Up until 2013, Adobe sold its software in cardboard boxes that were distributed mostly by third party vendors.

In time, the company realized there were a number of problems with that approach. For starters, it took months or years to update, and Adobe software was so costly, much of its user base didn’t upgrade. But perhaps even more important than the revenue/development gap was the fact that Adobe had no direct connection to the people who purchased its products.

By abdicating sales to others, Adobe’s customers were third-party resellers, but changing the distribution system also meant transforming the way the company developed and sold their most lucrative products.

The shift was a bold move that has paid off handsomely as the company surpassed an $11 billion annual run rate in December — but it still was an enormous risk at the time. We spoke to Adobe CIO Cynthia Stoddard to learn more about what it took to completely transform the way they did business.

Understanding the customer

Before Adobe could make the switch to selling software as a cloud service subscription, it needed a mechanism for doing that, and that involved completely repurposing their web site, Adobe.com, which at the time was a purely informational site.

“So when you think about transformation the first transformation was how do we connect and sell and how do we transition from this large network of third parties into selling direct to consumer with a commerce site that needed to be up 24×7,” Stoddard explained.

She didn’t stop there though because they weren’t just abandoning the entire distribution network that was in place. In the new cloud model, they still have a healthy network of partners and they had to set up the new system to accommodate them alongside individual and business customers.

She says one of the keys to managing a set of changes this immense was that they didn’t try to do everything at once. “One of the things we didn’t do was say, ‘We’re going to move to the cloud, let’s throw everything away.’ What we actually did is say we’re going to move to the cloud, so let’s iterate and figure out what’s working and not working. Then we could change how we interact with customers, and then we could change the reporting, back office systems and everything else in a very agile manner,” she said.

Dec
15
2017
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Adobe had a record quarter, but still has substantial untapped potential

 Adobe announced a record quarter yesterday with $2.01 billion in revenue for Q42017. That represents a healthy 25 percent year over year increase for the company, but about half of that continues to come from Creative Cloud. Experience Cloud, which includes Adobe Marketing Cloud, Adobe Analytics Cloud and Adobe Advertising Cloud in many ways represents promise for even greater revenue in… Read More

Oct
11
2016
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Adobe’s Acrobat DC gets better support for digital signatures

acrobatdc_compare_files With its Creative Cloud, Adobe made an early bet on offering its tools for creatives as a subscription service. With its Document Cloud, the company also offers a subscription-based service for its more enterprise-focused document management tools. Acrobat DC, the PDF-centric flagship service of the Document Cloud, is getting an update today that introduces a number of new features that… Read More

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