Adobe Systems Incorporated Case Study
Adobe Systems Incorporated
1. Cross the chasm: In general, Adobe made PostScript and PDF free to general users in order to spread out the influence. As these technologies were truly helpful and needed to the customers, gradually they became the de facto standards in the industries. By then, when the third party wanted to work with the users, they had to purchase the license; or for users who wanted more functions, they had to purchase full version of product. That was when Adobe started to make money. More specifically, PostScript provided an interface between a computer program and an output device. Adobe targeted the graphic art community and the publishing industries, where this product was highly needed. The PostScript page description language was introduced freely to software developers and then was licensed to the printer manufactures that wanted to print those documents. By a successful alliance with other firms, Adobe built a system of products, and thereafter more and more people started to use it. And as PostScript became standard, the revenue of company grew dramatically. As for PDF, Adobe made it a universal format for users to convert electronic document into. As internet exploded, Adobe quickly switched their target to the internet users and made Acrobat Reader free to them. This action helped intensely to spread PDF forms. With its easy accessibility and some alliance with AOL and several computer vendors, PDF became popular and widely used for posting and exchanging documents on Internet. And as people needed more functions like creating PDF, they could purchase the full Acrobat product. That was when the sales started to grow up and the company started to make money.
Whole product strategy: Firstly Adobe created the PostScript technology to help user easily print out their document. In order to do so, they developed the page description language for programmers, and sold interpreter of language for printers, as well as sold fonts to end users
1. Cross the chasm: In general, Adobe made PostScript and PDF free to general users in order to spread out the influence. As these technologies were truly helpful and needed to the customers, gradually they became the de facto standards in the industries. By then, when the third party wanted to work with the users, they had to purchase the license; or for users who wanted more functions, they had to purchase full version of product. That was when Adobe started to make money. More specifically, PostScript provided an interface between a computer program and an output device. Adobe targeted the graphic art community and the publishing industries, where this product was highly needed. The PostScript page description language was introduced freely to software developers and then was licensed to the printer manufactures that wanted to print those documents. By a successful alliance with other firms, Adobe built a system of products, and thereafter more and more people started to use it. And as PostScript became standard, the revenue of company grew dramatically. As for PDF, Adobe made it a universal format for users to convert electronic document into. As internet exploded, Adobe quickly switched their target to the internet users and made Acrobat Reader free to them. This action helped intensely to spread PDF forms. With its easy accessibility and some alliance with AOL and several computer vendors, PDF became popular and widely used for posting and exchanging documents on Internet. And as people needed more functions like creating PDF, they could purchase the full Acrobat product. That was when the sales started to grow up and the company started to make money.
Whole product strategy: Firstly Adobe created the PostScript technology to help user easily print out their document. In order to do so, they developed the page description language for programmers, and sold interpreter of language for printers, as well as sold fonts to end users