![]() ![]() As cloud computing offers a cost-effective, efficient, and secure way of data management, modern organizations are increasingly demanding cloud services. The inception of Creative Cloud in 2012 made Adobe explore and realize the potential of cloud computing in generating most of its revenues. Increasing demand for cloud computing, partnerships in information technology, and the emergence of e-learning are some of the opportunities that Adobe has in the global markets. In this view, most browsers no longer rely on Adobe’s Flash Player. Even though customers encountered problems related to usability, security, and privacy of Flash Player, Adobe has not taken appropriate actions to address them (Ghaffarian & Shahriari, 2017). Adobe is also notorious for deprived customer care for it does not address issues that customers raise. In this view, Adobe does not target users of Linux, yet they comprise a significant proportion of potential users of its services. Even though Adobe offers its products and services in an innovative platform of Creative Cloud, users of Linux cannot access them due to compatibility issues. Costly subscription limits the number of potential customers that Adobe targets in developing countries across the world. The shift from the model of a perpetual license to the subscription-based model has increased the cost of products and services that customers procure. The analysis of Adobe shows that costly subscriptions, limited compatibility of its programs, and deprived customer care are some of the dominant weaknesses. Since Adobe provides quality and creative products, and it has been in operation for decades, it has established a trustworthy brand adopted by international companies. The establishment of offices in the United States, North America, Europe, South America, Asia, the Middle East, Africa, and Australia has empowered Adobe to penetrate global markets and increase its market share. Adobe has an extensive and elaborate network of vendors, distributors, and suppliers across the world, which streamlines the supply chain and ensures a constant supply of products and services. A robust global presence has enabled Adobe to become competitive in the international market. This platform facilitates Adobe to earn most of its revenue because it offers subscription-based programs and services. ![]() Given that Adobe provides diverse applications and services to customers across the globe, it has established an interactive platform called Creative Cloud (Vance, Merati, Yang, & Yuan, 2016). Adobe creates innovative products that are unique and competitive in the software industry. The three major strengths of Adobe are innovative products, a robust global presence, and a trustworthy brand. ![]() Recent trends show that the increase in revenue is 25% with a projected growth of about 30% in 2018. According to the financial report, the company achieved annual revenue of $7.3 billion and registered the highest revenue of $2 billion in the last quarter of 2017 (Adobe, 2018). With total assets of $14.53 billion, operating income of $2.13 billion, Adobe gets a net income of $1.69 billion (Adobe, 2018). Currently, Adobe has over 18,000 employees, and financial performance indicates increasing profitability. To boost its growth, Adobe entered the stock market through an initial public offer in 1986. The management incorporated Adobe in California (1983) and later reincorporated it in Delaware (1997). The analysis of growth shows that Adobe has grown exponentially in the past three decades. ![]()
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