“Express has definitely expanded the top of the funnel,” Wadhwani told investors.
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The free app that lets users easily design graphics, edit photos, trim videos, and more.Īdobe Express is distinct from the company’s other Creative Cloud products because it doesn’t require a pricey subscription or years of expertise to use, making it more accessible to a wider swath of users. Over the past several years, Adobe has been focused on moving its creative suite into the cloud, launching web-based versions of Photosop, Acrobat, Illustrator, Premiere, and others, although the majority of its core applications are still desktop-only.Īs an attempt to remedy that, and compete with startups such as Canva and Figma, the company launched Adobe Express in December of last year. “It’s a very productive engagement and up-sell motion for us.”Įxperience Cloud comes in second, with $3.9 billion in revenue last fiscal year, propelled by digital marketing products for audience analytics and content management, and underpinned by its customer data platform.īut the true driving force of the company is Creative Cloud, which houses products such as Photoshop, Illustrator, Premiere, and XD it generated $9.5 billion for the company last fiscal year, the majority of its overall revenue.
“The demand for PDFs has never been greater,” said digital media president David Wadhwani, who oversees Document and Creative Cloud, during the company’s financial analyst day earlier in October. Although Document Cloud delivers the lowest revenue of its three clouds, the product suite is integral to Adobe’s broader growth strategy, which hinges on bringing Acrobat to every user across every device, and then funneling them throughout Adobe’s broader product suite.
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Today Adobe’s portfolio includes products in imaging, video, photography, marketing, commerce, and others that sit across its three clouds: Document Cloud, Experience Cloud, and flagship Creative Cloud.Īdobe’s Document Cloud, which is the smallest, generates about $2 billion in revenue annually for the company, driven largely by PDF reader Acrobat and its e-signature product, Adobe Sign. Throughout its history Adobe has acquired a number of smaller competitors to grow its reach, including Marketo, Behance, Frame.io, and others. Founded in 1982, the company’s imaging, video, illustration, and 3D products have become the de facto standards for artists, illustrators, and designers all over the globe. It’s easy to forget that Adobe has been a major part of enterprise tech for decades. But if Adobe can succeed, it will only further entrench the company’s unrivaled dominance among creative professionals. The massive $20 billion acquisition reflects Adobe’s intent to revinent itself around collaborative web-based design.Īdobe still faces potential challenges in making the deal a success, including Federal Trade Commission scrutiny, pushback from designers wary about its history, and a challenging macroeconomic environment. The company’s impressive community of designers, communications, developers, and artists have propelled the company to becoming a $14.6 billion giant with no clear rival.Īlthough discontent over pricey subscriptions, steep cancellation fees, hard-to-use software, and slow innovation hasn’t made Adobe’s customers the happiest in enterprise software, there weren’t many alternatives.īut one emerging alternative was Figma, the web-based product design startup with a cult following that Adobe acquired in September.
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For decades Adobe has completely dominated the creative software industry.
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