AMIT SURI-ADOBE

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Adobe is changing the world through digital experiences. We are virtually
everywhere you look, from TV and movies to magazines; from websites to
enterprise applications. Around the world, no matter what the medium or
application, odds are good that it was touched by Adobe Technology. Adobe has
always been at the heart of making engaging experiences happen, and we fuel the
content creation and delivery ecosystem in a way no other technology company
can. As technology and the web have evolved over the past 27 years, we have
enabled businesses to reach consumers regardless of what computer they have,
what browser they like, or what device suits their needs. In addition to this
unparalleled reach, Adobe helps create and deliver the most compelling content
and applications in a streamlined workflow, and we help to optimize those
experiences for greater return on investment. We enable these three things across
media and devices better than anyone else in the world.
Companies face a unique challenge today in reaching every possible device, every
user, and every intersection between content and applications. Adobe solutions
are designed to address these challenges, specifically:
        How do you address all aspects of the content workflow?
        How do you eliminate redundant customer-facing systems and processes
        and maximize existing investments?
        How do you organize and act on the customer data you’re gathering
        through these thousands (or millions) of interactions?
        And most importantly, how do you engage with your customer through a
        compelling experience that stands out from the competition and gets the
        results you want?
I would like to spend a few minutes walking you through how we see the current
technology landscape; what challenges that landscape is creating; and how we
make a difference
Just as business is changing for you, we’re fine-tuning our focus at Adobe. In this evolving
landscape, Adobe is focusing on three key areas where we can make the largest impact on
our customers’ creation, delivery and optimization of digital experiences.

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In online marketing optimization, we are setting the standard for how digital advertising
and marketing is measured, executed, and optimized. In this business our customers
typically include advertisers, publishers, chief marketing officers and chief revenue
officers. We process over a trillion transactions a quarter in helping our customers with
visitor acquisition and conversion. This complements our content authoring franchise,
bringing together art and science -- the art of creating content with the science of then
optimizing it.

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Our second market focus is customer experience management, where we are
transforming how enterprises engage with their customers through powerful digital
experiences. Our customers in this business typically include the line of business owners as
well as their IT partners. Our solutions are designed to help companies be effective in
signing up and servicing their customers to produce real business impact.

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Our third and largest market is why we’re here today: Digital Media. We’re leading the
revolution in how digital experiences are created, managed, distributed, and increasingly
monetized in a multiscreen world. Our customers in this segment include traditional
creators, developers and digital media professionals, as well as their management in
marketing departments and agencies, companies and publishers. This is the core of what
we have delivered for over 20 years, but we are evolving rapidly to ensure these
customers have an integrated workflow to handle the plethora of new devices and
formats that are emerging.
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This third area, Digital Media, is what you already know Adobe for. We’d be happy to talk
So what are the Adobe products that these millions of creative professionals rely on……
At the heart of Adobe’s offering is the Creative Suite product Family. The complete Creative Suite 5 lineup includes five different suite
configurations, and each suite is targeted at a different type of content author. For example, a print professional might choose Design
Standard, while a video pro would choose Production Premium. Each suite integrates, in different combinations, flagship Adobe products
such as Photoshop CS5, Illustrator CS5, InDesign CS5, Flash Professional CS5, Dreamweaver CS5, Premiere Pro CS5 and After Effects CS5, to
deliver the optimal workflows for authoring content to whatever media is the target – print, web, video, and devices.
It’s also important to remember print. Print is still – and will remain – a huge medium for content authors. And Creative Suite enables
design professionals to deliver distinctive print design in marketing collateral, magazines, books, packaging, and more. And continued print-
centric innovations in products like InDesign CS5, Photoshop CS5, Illustrator CS5 and Acrobat X have ensured that the PDF format has
remained essential to these traditional design workflows - with Acrobat providing designers with the ability to deliver secure content and
control costs, reduce errors and improve print processes with enhanced preflight checks and fixes.
Even with print still an important medium, we’re seeing creative professionals and the organizations and enterprises they work for, being
challenged to deliver their content across media and devices. More on that later. But that’s the reason we deliver Master Collection – an
astonishing integration of every Adobe creative tool that enables the delivery of content across virtually every media and device.
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These days the Creative Suite family is moving beyond just the authoring of content and now features integration with online content and
digital marketing measurement and optimization capabilities. Creative Suite 5 products include access to signature Omniture technologies,
to capture, store and analyze information generated by Web sites and other sources. This data is essential if media companies and brands
are to build long term businesses around their unique content offerings. For example, tracking the effectiveness of an online marketing
campaign for a new banking product, or seeing how effective a new interactive advertisement for a car is in a digital magazine.
Additionally Adobe continues to invest in server technologies to deliver and protect content -- such as digital books, magazines and video –
across platforms, operating systems and devices. Lastly, as content authors look to collaborate and share work and experience, Adobe is
creating new cloud-based services that help speed creative workflows. A great example is Adobe BrowserLab, a hosted service that allows
content authors to test the fidelity of their web content across multiple web browsers and operating systems……without having to install
those browsers across multiple machines and platforms.
Adobe’s deep design heritage, that came about through the delivery of this incredible array of creative software, has allowed the company to
expand into new areas. Adobe’s work in online marketing world and our position in the enterprise software market is informed by the
understanding that user experience should be the center of design.
Today, every experience -- from a customer service agent, or an external employee, or a constituent who's interacting with government
agency -- needs to start with a great holistic design. Design is not just visual. Design takes into account how customers interact with a
software application to kick off a business process, and how this affects the experience. It's user-driven design. An organization can't control
the attitude of its customer service representative, or whether there is parking in the bank branch at a certain time a customer arrives, but it
can holistically design its online experiences to control as much of the customer experience as it can. This is the key differentiator. Our
solutions for helping companies and organizations deliver experiences that help build reputations in our digital age are a combination of
LiveCycle and Connect Pro, as well as Omniture and our recent Day Software acquisition.
So Adobe’s work with content authors has taken the company in new directions and also expanded the opportunities for our creative users,
who today often find themselves working on projects that look to radically improve the management of customer experiences.




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Meanwhile, the world is changing rapidly. In January 2007, there was no Apple iPhone or iPad. Most of us were still using flip phones, not smart phones.
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But, the environment in which our creative pros work is changing at unprecedented pace. We see trends in three areas that are impacting Content Authoring:
Proliferation of multiple devices:
                       It used to be quite simple to reach your target customer.
                       But, now there are more devices than ever, with multiple screen sizes, and multiple operating systems.
                       And, just to add more complexity — you can reach them via content in a browser, or via a native app.
                                              There are over 35 different app stores today, all with different guidelines and specifications.
                       By 2014 the number of mobile devices will be equal to the number of desktop computers
The potential of apps is clear: iOS and Android users download 9 apps per month and spend 79 minutes per day using apps
And just four years ago, there was no Google Android, no Samsung Galaxy Tab, no Blackberry Playbook, no HTML5, no CSS3, no streaming video to smartphones, and no Skype.
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So the second trend we’re seeing is a demand for rich content. Static consumer content or cumbersome enterprise applications just don't cut it anymore. People are demanding a lot more, whether as a customer or as an employee.
If you think back to 2007 when Adobe released Creative Suite 3, so much has changed since then. In 2007 there was no Groupon, no HD Flip cameras or digital magazines. Twitter had only 400,000 tweets per quarter, and you couldn't post a photo
on your facebook wall.

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Monetization:
                      Content publishers have realized as they move content online they can’t rely on old business models.
                      As traditional print advertising moved online they found their dollars reduced to dimes.
                      They have found success experimenting with new business models such as in-app purchases of content, which were pioneered in gaming and are now moving to other industries.
These are the key trends behind a seismic shift in the industry and media landscape.
delivery of interactive content?




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So we’re at a fork in the road. We can stay with our old ways of working
which means separate designer and developer teams. It means very
segmented and siloed workflows across the organization. The obvious risk
here is that you won’t be able to keep up with the pace of innovation and
new devices, not to mention the sub-par customer experience that results
from having all of these fragmented workflows.


On the other hand, the new way of working means you can rely on Adobe’s
family of content authoring tools, services, and delivery technologies to
design once and deliver anywhere. You can embrace open workflows where
information and design flow freely, teams collaborate, and you delight your
customers.


This is the fork in the road, and Adobe can help you embrace these
changes.
There are three main ways Adobe enables customers to efficiently author for smart
phones and tablets:

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First develop rich interactive applications for Android, iOS and RIM, with Flash
Professional and Flash Builder

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Second allowing customers to design and develop rich browser based content with leading
HTML5 authoring tools

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Finally Create highly immersive, digital magazines, corporate collateral and
advertisements from InDesign 5.5 for distribution to Apple iPad, RIM Playbook, Samsung
Galaxy and other Android devices through integration with the Adobe Digital Publishing
Suite.




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How do we do this? Three main ways:
Develop rich interactive applications for iOS, Android, and RIM with Adobe AIR using tools
such as Flash Professional and Flash Builder.




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And the third way Adobe enables customers to author for mobile through publishing and
distribution:
Customers can create highly immersive, digital magazines, corporate collateral and
advertisements from InDesign 5.5 for distribution to Apple iPad, RIM Playbook, Samsung
Galaxy and other Android devices.
This is supported by integration with the Adobe Digital Publishing Suite. With this
optimized workflow customers can:

Create engaging interactivity for digital publications in InDesign
Test and preview digital content on tablets on the desktop
Publish digital content though the Adobe Content Viewer




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To review, CS5.5 is addressing key industry trends for devices:
Develop rich interactive applications with AIR
Design engaging browser based content with the leading HTML authoring tools
Create digital magazines, newspapers and other publications with Adobe InDesign
5.5 through integration with Adobe Digital Publishing Suite
Use Creative Suite software to create, share, revise, and present your ideas on
smart phones and tablets
New Adobe Creative Tools on Tablets
Photoshop SDK




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Magazines are still a viable and important medium for entertainment and
information.

US consumers spend more money on books, magazines and newpapers combined
then they do other forms of entertainment.




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POINT OF THIS SLIDE: Summarize what Digital Publishing Suite is and what
publishers can do with it .

<Notes are for background information and to address any potential questions that
may come up during/after preso>>

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The Digital Publishing Suite is a turnkey set of hosted services and viewer
technology that tightly integrates with Creative Suite 5 and Creative Suite 5.5
products.

Using Adobe® InDesign® software in combination with Digital Publishing
Suite, enterprise and professional publishers can:
1) create
2) Distribute
3) monetize and
4) optimize a new class of innovative digital publications including
magazines, newspapers and corporate magazines on Android, Apple and RIM
tablet devices.

Enterprise Edition of Digital Publishing Suite was announced in early March and is
now available to publishers looking for a customizable tablet publishing solution.
Adobe expects to make the Professional Edition of Digital Publishing Suite available
in alignment with the release of Creative Suite 5.5

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(Back-up):
POINT OF SLIDE: Expand on the 4 functional areas established on slide 1.
<Notes are for background information and to address any potential questions that may come up during/after preso>>
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The Digital Magazine Suite IN COMBINATION WITH CREATIVE SUITE will allow publishers to:

CREATE: --Using InDesign, the leading page layout software, designers can create, preview and test editorial and advertising
content that includes a new standard in interactivity and is targeted to a broad array of tablet devices.

PRODUCE: After content is designed in InDesign, user can leverage the hosted services of Digital Publishing Suite to
organize, share and produce digital content as well as create custom branded viewers for tablet devices that consume
interactive magazines, newspaper or corporate magazines

<<Note: This pillar refers to the Folio Producer Service (which is not available until Q2) and the Viewer Builder Service.>>

DISTRIBUTE AND MONETIZE: Sell and fulfill content through in-app purchase of single issues or subscriptions through the
Apple App store and Android Market. Publishers can also sell subscriptions directly through integration with 3rd party print
fulfillment service providers.

<<Note: This pillar refers to the Distribution and Commerce services. Adobe currently supports single issue and subscription
purchase through the Apple App store. We will support single issue and subscription purchase through Google One pass in
Q2’11>>

ANALYZE: capture and access issue analytics through tight integration with the Adobe Online Marketing Suite (Omniture).

<<Note: A base set of analytic reports are included with Digital Publishing Suite. For more extensive access to metrics
available through dashboards and drill down reporting the customer must have purchased a separate Site Catalyst
account>>
POINT OF SLIDE: Establish how the Internet compromised the value of a magazine and
how the industry now has the opportunity for a do-over with the advent of the tablet
revolution.
<Notes are for background information and to address any potential questions that may
come up during/after preso>>
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The launch of the World Wide Web was a turning point for publishers. Though publishers
tried to take advantage of the Internet to build brand, and attract new audiences, they
weren’t able to optimize their content and transition their meticulously crafted print
brands to the online world.
Why?
1.Design online was homogenized and templatized by CMS systems. If you look at the
websites of major brand magazines such as WIRED or GQ you can’t tell the difference
between the two sites. Therefore, the brand equity of these publications is significantly
compromised on the Web.
2.The reading experience you get in print, just isn’t carried through online. The look and
feel of print page as established through glossy images, unique layouts and font styling is
lost on the web of today.
3.Video and interactivity wasn’t as strong of an “entertainment experience” on the
desktop when delivered through a browser. Interactivity plays a valuable role in
extending editorial content, but existed outside of the primary reading experience.
As a result, readers weren’t willing to pay for content delivered via the Web because the
reading experience was not pleasing or as expected. Additionally, advertisers didn’t get
enough value from their brand advertising investments in templated magazine content
and moved their ad dollars to Search and PayPerClick advertising.

The mobile revolution and the power of digital represent a chance for a DO OVER.
Tablets will:
- take the best of print (with high design and sophisticated typography) and combine it
with video, and interactivity into a tightly cohesive, lean back reading experience that is
even beginning to challenge TV viewing as an entertainment activity.
Sale of tablet devices are projected to grow over next 5 years underpinning consumer
demand for interactive magazine content.


This growth is being enabled by the fact that device processing power is increasing,
batter power is longer, bandwidth is greater allowing faster download of content to
devices and screen resolutions on devices are moving beyond 800X600.


Combine this with the fact that consumers are becoming more comfortable with
consuming digital content accessed through a variety of tablet devices and are
increasingly willing to pay for this content, it suggests that the publishing market is in a
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very good place to re-ignight growth.




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Digital Publishing Suite already has momentum with major publishers, including
WIRED, The New Yorker, Martha Stewart Living and 20 + publications expected to
be delivered in the coming 2 months.

For a current list of publications created with this technology, visit
http://blogs.adobe.com/digitalpublishinggallery/publications/

These publications were created using a prerelease version of the tools. I’ll explain
at the end how to gain access to these tools via prerelease or Adobe Labs.




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POINT OF SLIDE: Establish the value of interactivity to drive deeper reader engagement with tablet content.
WIRED is showcase example.
<Notes are for background information and to address any potential questions that may come up during/after
preso>>
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PRINT PLUS: There are a lot of compelling magazine applications built by very talent teams using Digital
Publishing Suite. However, WIRED has really lead the way in terms of combining the reading experience of
print with new levels of interactivity, as well as video, social media and photography to create a powerful
approach to story telling in the digital world.
Wired has delivered over 10 issues built with DPS and as a hallmark of each issue, has made innovative use of
interactive overlays to create an engaging reading experiences not only with editorial but also advertising.

Interactivity:
DPS allows WIRED to provide a 3D view of Mars that you couldn’t get in print. As you turn the planet around
additional factoids pop up. They effectively used interactivity to supplement the Mars Invader story with
additional information in a very intuitive and informative manner.
Wired also recognized the growing re-socialization of the media consumption experience. Reading magazines
has historically been something people do alone. But now the combination of digital access, mobility, and
social networking is driving ALL forms of media from being solo activities toward being social experiences, as
viewers discuss and share content via their social networks and mobile devices as well as in physical groups.
Hence WIRED used the Web View overlay with support for twitter in one of their recent issues.
Wired has had critical commercial success.
The first issue of WIRED on iPad sold over 100,000 copies which significantly eclipsed the print sales of the
same issue. Since then WIRED digital sales through the App store have averaged 37% of the print issues over
the last 6 months. T

<<Note: Additional comments regarding the 37% digital sales if time:
This is significant and not to be under estimated given:
- there is only one marketplace in which to sell content and as yet it does not support subscriptions
- there are very few reading device in market - that is expected to change this year
- purchasing habits on the iPad are being formed now
- pricing models are being worked out by publishers >>



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POINT OF SLIDE: Establish that publishers can use Digital Publishing Suite to maintain
control over customer data and drive enhanced merchandising which leads to increased
profitability
<Notes are for background information and to address any potential questions that may
come up during/after preso>>
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Bonnier is an international media company based in Sweden. They publish books, daily
newspapers and magazines; as well as produce and distribute films, radio and TV.

The Adobe Digital Publishing Suite was used to create tablet editions of leading Bonnier
Group newspapers which have aggregate circulation of more than 800,000.

The first newspaper launched by Bonnier using DPS was Dagens Nyheter , Sweden's
largest daily newspaper in early December. Bonnier quickly followed that launch with the
rollout of another daily newspaper, Dagens Industri and is planning to launch 2 additional
daily newspapers soon.

Bonnier was keenly interested in Digital Publishing Suite because it allowed them to sell
content through direct subscription. This allowed Bonnier to leverage their existing print
accounts and customer data to drive greater enhanced merchandising (upsell to
subscription, offer print + digital bundles, cross sell other products) which are critical to
greater profitability.

Bonnier launched DN in early December and has seen a 15% increase in incremental
subscription revenue. Bonnier is seeing positive return on their investment in digital
publishing as well as the Adobe Digital Publishing Suite.

<Note – additional background information
Bonnier create a single entitlement backend for all 19 daily newspapers and news
magazines. The entitlement backend was built , integrated with Digital Publishing Suite
and deployed in 12 weeks.>

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When we talk about interactive content, it's a wide range of things. It's simple
accents to otherwise static Web sites. It could be a high fidelity branded
experience. It could be a rich ad. It could be a viral social game. Or it could be a
mission critical rich Internet application.

And as customers are rushing to create that interactive content, they see the
critical role that both Flash and HTML5 will play -- whether it's a casual game like
Farmville, built completely in Flash; a digital magazine like The New Yorker using
our Digital Publishing solution outputting to HTML5; or a retail banking RIA that
leverages both and integrates both. The future of the Web depends on both
advancing.

Over the last 15 years Adobe has built an incredible ecosystem around Flash
specifically focused on interactive content -- a vibrant community of user-
experience developers and specialized designers across graphic design, layout
design, motion design. And the key to the success that we saw there was we
enabled them to collaborate across multiple tools: Flash Pro, Flash Builder, Flash
Catalyst -- with an underlying framework that tied it all together.

So for HTML5 we're going to do exactly the same thing. We’ll talk more about how
that’s happening within Adobe on the next slide.

By innovating in the tools that help content authors deliver Flash and HTML5
content, Adobe is confident that the Creative Suite 5.5 and beyond will remain the
one-stop shop for anyone looking to create interactive content. Whether it's the
richest game, video site, or RIA using Flash or an interactive Web site and branded
experience using HTML5, we will provide the most integrated set of tools in one
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box.
So how can Adobe help you be successful in this changing environment? We’re
here today to talk with you about three major segments today.

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We’ll start with Creative Suite 5.5.

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We’ll also talk about our Digital Publishing Suite and show you some great
customer examples with that solution.

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And third, we’ll talk about how to deliver content to any device or platform with
Flash AND HTML5. We’ll talk about the ways Adobe is supporting HTML5 and help
you understand how to pick the right tool for the job and how Adobe is supporting
both platforms.

Emphasize how all three of these areas address the growth of mobile devices and
tablets in our world.




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