Creative Cloud

Topics: Adobe Systems, Cloud computing, Adobe Creative Suite Pages: 13 (3886 words) Published: May 15, 2013
Table of Contents
Company Background2
Decision Problem4
Research Objectives6
Research Design6
Customer Visits6
Customer Visits - Cost Analysis7
Customer Visits - Customer Segments7
Discussion Guide7
Preparing for the meeting7
Discussion Guide – Medium / Large Companies8
Discussion Guide - Students/Faculty9
Exhibit 1 – Cost Analysis11
Exhibit 2 Customer Visits - Customer Segments11
Exhibit 3: Feature comparison between Cloud and Perpetual licensing model12
Exhibit 4: Survey Questions for Power users - Medium/Large corporates13
Exhibit 5: Survey Questions for Power users - Student/Faculty/Individuals14
Exhibit 6: Survey Questions for One-time Users - Student/Faculty/Individuals15
Exhibit 7: Adobe Creative Cloud Plan Options16
Exhibit 8: Adobe Systems Income Statement17
Additional References18

Company Background
Adobe Systems Incorporated is a multinational software company headquartered in San Jose, California, United States. Adobe was incorporated in 1982 by John Warnock and Charles Geschke, who formed the company after leaving Xerox PARC in order to develop and sell the PostScript page description language. Adobe, one of the world's largest software vendors, offers a line of creative, business, web and mobile software and services used by creative professionals, knowledge workers, developers, marketers, enterprises and consumers for creating, managing, delivering, optimizing and engaging with compelling content and experiences across multiple operating systems, devices and media. The company’s core competencies are around creation of multimedia and creativity software products, with a more-recent venture towards rich Internet application software development. Adobe’s Creative Cloud Solution, their latest Software as a Service (SaaS) is a subscription-based software package that provides access to all of Adobe Creative Suite applications. The applications will still be stored on the user’s local drive, but will work around a cloud-based community interface. It allows users such as professionals, publishers, developers, and businesses to easily create, modify, share and transmit Adobe’s designer products online from anywhere. Photoshop, InDesign, Illustrator, Dreamweaver, Premiere Pro, After Effects and Flash Professional are some of the products which are part of the Creative Cloud offering today. In addition, users will have access to online services to share files, and publish. The members of the Adobe Creative Cloud will have immediate access to new application-specific features of the CS products, before they are released as part of the next version. Some benefits of Creative cloud solution are ease of access and exposure. It would serve as a good showcase of their entire product line, capable of hooking users on new apps that may convince them to become Creative Cloud subscribers in the long run. The Creative Cloud costs $50 per month for people who sign up for a full year and $75 per month for those who pay month by month with no commitment, $840 per year for corporate users and $29.99 per month for students and teachers. Potential customers (possibly previous customers of perpetual licenses) of Creative Cloud solutions are divided based on their frequency of usage. Power users, those who work in the graphic design, animation, or visual effects fields and require all the functionality and power offered by Adobe’s Master Collection. The Creative Cloud offers all the applications and capabilities from Adobe’s largest bundle, and also has several online-only apps such as the Muse and Edge. Over time and if used extensively the total cost for Creative Cloud will most likely be less than the Master Collection. New users, those who just want to try out a few applications or tools in order to be sure if it is worth to invest in a complete package .They will have an easier time paying $74.99 for a month of Creative Cloud then canceling their...
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