VIET NAM NATIONAL UNIVERSITY OF HO CHI MINH

UNIVERSITY OF ECONOMICS AND LAW

FINAL REPORT
Summer Semester: 2022-2023
DIGITAL TRANSFORMATION AND ARTIFICIAL INTELLIGENCE

BUILDING A DIGITAL TRANSFORMATION

SOLUTION FOR ADOBE INC.

LECTURE: Master. Vũ Văn Điệp

Course ID : 225MI5204
MEMBERS IN GROUP 17

FULL NAME STUDENT ID

Trần Như Cẩm Ly K224060795

Huỳnh Ngọc Châu K224060770

Dương Mai Hân K224060782

Nguyễn Hữu Lộc K224060791

Contents
I. Overview of the enterprise ......................................................................................................... 4
1. The history of formation ......................................................................................................... 4
1.1. Establish ............................................................................................................................. 4
1.2. History And Development ................................................................................................ 5
1.3. Software Development ...................................................................................................... 6
1.4. Important Milestones ....................................................................................................... 9
1.5. Nowadays ........................................................................................................................... 9
1.6. Product ............................................................................................................................. 10
1.7. Evaluate ........................................................................................................................... 11
2. Vision and Mission ................................................................................................................ 12
2.1. Proposed target ............................................................................................................... 12
2.2. Mission ............................................................................................................................. 12
2.3. Vision ................................................................................................................................ 13
2.4. Core values ...................................................................................................................... 13
3. Business Model/ Revenue Model .......................................................................................... 14
3.2. Revenue Model ................................................................................................................ 15
4. Business operation overview ................................................................................................ 18
II. Analysis of enterprise .............................................................................................................. 19
1. Strength .................................................................................................................................. 19
2. Weakness ................................................................................................................................ 21
3. Opportunities ......................................................................................................................... 21
4. Threat ..................................................................................................................................... 22
III. Implementation. ..................................................................................................................... 23
1.Improve the experience across platforms ............................................................................ 23
1.1.The detailed plan .............................................................................................................. 23
1.2. Keep going ....................................................................................................................... 24
1.3. Assess the risk .................................................................................................................. 24
2. Pushing AI and machine learning. ...................................................................................... 25
2.1.The detailed plan. ............................................................................................................. 25
2.2. Keep going ....................................................................................................................... 26
2.3.Assess the risk ................................................................................................................... 27
IV.Conclusion ................................................................................................................................ 27
4.1. Solution evaluating ............................................................................................................. 27
4.2. Solution controlling ............................................................................................................ 29
4.3. Return on investment/ Valuation: .................................................................................... 30

NO. FULL NAME STUDENT ID CONTRIBUTION

1 Trần Như Cẩm Ly K224060795 100%

2 Huỳnh Ngọc Châu K224060770 100%

3 Dương Mai Hân K224060782 100%

4 Nguyễn Hữu Lộc K224060791 100%

I. Overview of the enterprise
1. The history of formation
Adobe Inc., formerly known as Adobe
Systems Incorporated, is a renowned
developer of design, printing, and
publishing software, founded in 1982.

Today, Adobe is a major computer software

corporation based in San Jose, California,
USA, established by John Warnock and
Charles Geschke in December 1982. It is
currently one of the top 10 largest software
companies in the world.

Starting with its first desktop publishing

product, Postscript, launched in 1983,
Adobe has evolved into a provider of
innovative solutions for advertising,
marketing, and visual communication.
From image manipulation to video
animation, Adobe offers a diverse range of
programs to meet various creative needs.

Some of Adobe's popular products, such as

Illustrator and Photoshop, are widely
regarded as the best design tools available.
The introduction of Adobe Acrobat and
PDF also revolutionized the digital
publishing industry.

Let's take a quick look at Adobe's history

through this design.

1.1. Establish
Adobe Inc. was founded by John Warnock and Charles Geschke, former Xerox employees. The
company was named after Adobe Creek in Los Altos, California, with its headquarters located in
San Jose, California.
The founders met at Xerox's research center while developing a programming language that could
precisely describe the position, shape, and size of objects on a computer screen, essentially enabling
the translation of images and text into print on a computer.

John Warnock and Charles Geschke wanted to introduce this technology to the world, but Xerox
turned down the idea. That's when they decided to establish their own business (Adobe) to bring
this desktop publishing technology to the market.

The initial Adobe logo was designed by Marva Warnock,

John Warnock's wife, who is also a graphic designer.

Over the years, Adobe has simplified and modernized its logo, and today, Adobe's emblem
represents the brand better and is easily recognizable.

1.2. History And Development

Shortly after its founding, Adobe's desktop publishing technology called PostScript became a huge
success. In 1983, Apple became the first company to license PostScript, and two years later, in
1985, Apple Inc. integrated PostScript
into its Macintosh-compatible laser
printers.

The existence of desktop publishing

would not be possible without
fonts/typefaces. After witnessing the
success of PostScript among Apple and
Microsoft users, Adobe began
developing various font types. Adobe
reported earning $100 million annually
from font licensing and printer software.
However, disagreements arose between Apple and Adobe over font licensing fees, leading to the
"font wars" in the late 1980s. Apple collaborated with Microsoft to try to buy a stake in Adobe and
develop their own font rendering technology called TrueType.

While resolving the font wars, Adobe continued to focus on developing desktop software

1.3. Software Development

In 1987, Adobe introduced Adobe Illustrator, a vector graphics software used for creating drawings,
posters, logos, typography, layouts, and other artistic works. This vector-based program became
widely popular among graphic designers worldwide. Around the same time, Adobe also released
the Type Library.

Another significant moment for Adobe came in 1989 when they introduced Photoshop. This image-
processing software quickly became the most popular and successful Adobe program worldwide.

During this period, Adobe made concerted efforts to develop new applications for creative work.
In 1991, Adobe Premiere, an essential tool for motion graphics, video editing, and multimedia
production, was launched, taking design to new heights.

To improve digital publishing and address file-sharing issues among different computer systems,
Adobe introduced Adobe Acrobat (PDF) in 1993. It transformed images from design software into
digital documents, allowing users to view text and graphics in their original form electronically
when saved as Acrobat or PDF files.

In 1994, Adobe made the acquisition of Aldus, a software company known for developing
PageMaker, which was later replaced by InDesign, first launched in 1999.

InDesign is regarded as an upgraded version of PageMaker, a desktop publishing software, now

widely employed for crafting portfolios, brochures, and magazines.

As with any business venture, Adobe encountered both highs and lows. While expanding its
horizons, Adobe ventured into acquiring other software to foster its growth. However, during the
period from the mid-1990s to the early 2000s, the company faced certain challenges when some of
the acquired software failed to meet expectations, leading to a notable downturn in sales.

Nevertheless, the situation took a turn for the better following the introduction of InDesign, which
led to a remarkable increase in revenue, surpassing the $1 billion mark for the first time in Adobe's
history. Since then, Adobe embarked on a new era of progress and prosperity.
In 2003, Adobe released Adobe Creative Suite (CS), a comprehensive collection of software
including Photoshop, Illustrator, InDesign, Premiere Pro, and more, aimed at unifying the brand
and continuously updating the programs. In the same year, Adobe rebranded Adobe Premiere as
Adobe Premiere Pro and acquired other media editing software like Cool Edit Pro.

Over the next few years, Adobe made efforts to develop additional creative programs to integrate
into the Adobe Creative Suite. In December 2005, Adobe officially acquired Macromedia, its rival
competitor. Besides its headquarters, Adobe Systems also had development offices in Seattle, San
Francisco, Massachusetts (USA), Ottawa (Canada), Hamburg (Germany), Noida, and Bangalore
(India). Despite not frequently making headlines with massive mergers or flamboyant executives,
Adobe quietly infiltrated into rapidly growing industries, including cloud computing technology.

During this time, Dreamweaver, a web design tool, and Flash, an interactive media production tool,
were added to the Adobe Creative Suite. In 2006, Adobe introduced Adobe Youth Voices to
empower young creators to express themselves and share their creativity.

In the same year, Adobe became the first commercial enterprise worldwide to receive three
Platinum certifications from the US Green Building Council (USGBC), a leader in energy and
environmental design with LEED (Leadership in Energy and Environmental Design) - Existing
Buildings program, for its facilities in San Jose.

Since Shantanu Narayen assumed the position of CEO in 2007, Adobe's market capitalization has
experienced a significant surge, rising from 24 billion USD to 307 billion USD in 2021. Over the
course of a decade, Adobe surpassed Microsoft and Salesforce, another software-producing
competitor.

In 2008, Adobe introduced Adobe Media Player, which quickly became a competitive rival to
Apple iTunes, Windows Media Player, and more. Designed for video and audio playback on
computers, the Adobe Media Player gained acceptance from several TV networks.

On November 10, 2009, the company laid off an additional 680 employees.

As the digital landscape shifted towards the web, in 2011, Adobe released the first version of Adobe
Creative Cloud. Similar to the Creative Suite, it is a creative toolset for design, web publishing,
video production, and more. The major difference lies in Adobe CC being a subscription program,
allowing users to store their work in cloud storage.

The final version of Creative Suite, called CS6, was released in 2012. In the same year, Adobe
expanded to a new corporate campus in Lehi, Utah.
In March 2018, at the Adobe Summit, the company publicly announced a significant partnership
with NVIDIA to accelerate AI advancements in their industry and foster deep learning innovation.
This joint effort would expedite the introduction and enhance the implementation of new services
provided by Sensei for Adobe Creative Cloud and Experience Cloud customers and engineers.

For over a decade, Adobe and NVIDIA have been collaborating to empower GPU acceleration for
a wide range of Adobe's creative and computing tasks. This integration combines the capabilities
offered by Sensei, such as automatic lip synchronization in Adobe Character Animator CC and
facial recognition edits in Photoshop CC, along with AI/ML-based cloud features and assets, such
as image investigation for Adobe Stock and Lightroom CC, and automated tagging in Adobe
Experience Monitor.

In May 2018, Adobe announced its intention to acquire the e-commerce service provider Magento
Commerce from private equity firm Permira for $1.68 billion. This deal aimed to strengthen
Experience Cloud's business operations, offering services like analytics, advertising, and
marketing. The acquisition was expected to be finalized during Adobe's fiscal third quarter in 2018.

In September 2018, Adobe announced its acquisition of the marketing automation software
company, Marketo.

In October 2018, Adobe officially changed its name from Adobe Systems Incorporated to Adobe
Inc.

In January 2019, Adobe declared its purchase of the 3D texture and material creation software
company, Allegorithmic.

In 2020, Adobe's annual flagship conference was canceled due to the COVID-19 pandemic. The
event was expected to take place online in the following year.

On August 19, 2021, Adobe announced its definitive agreement to acquire Frame.io, a leading
cloud-based video collaboration platform.

Subsequently, on September 15, 2021, Adobe Inc formally disclosed its plan to integrate payment
services into its e-commerce platform later that year, providing merchants on their platform with
the ability to accept payments, including credit cards and PayPal.

Moving forward to September 2022, Adobe made headlines once again with its announcement to
acquire the software design start-up Figma for a staggering $20 billion. Figma's cloud-based design
software directly competes with Adobe XD. However, this ambitious deal faced regulatory
scrutiny, and in February 2023, the European Commission decided to review the acquisition under
the European Union merger regulation (EUMR)

1.4. Important Milestones

In 2007, when Shantanu Narayen assumed the position of Adobe's CEO, he implemented a bold
strategy to expand the company's operations by developing digital marketing and advertising
services.

In 2008, Adobe released Photoshop Express, an application that allowed users to edit photos and
share them online, indicating their recognition of the future trends in web and social media usage.

In 2009, Adobe acquired the business analytics company, Omniture, which provided web
application measurement and analysis technology.

In 2010, Adobe launched eSignatures, a cloud-based digital signature tool, marking a step towards
building a cloud computing system and offering user-friendly and convenient services.

In 2011, Adobe focused more on HTML5 to leverage opportunities on web and mobile browsers.

In 2013, Adobe shifted from Creative Suite (CS) to Creative Cloud (CC), a cloud-based service
model, which boosted the company's revenue and net income.

Today, Adobe continues to thrive, driven by its cloud-based services. Their revenue has
consistently increased, making them a notable case study of a successful transition to cloud
computing.

1.5. Nowadays
Adobe Inc has established a strong reputation in the industry and has been recognized as one of
Fortune's Blue Ribbon Companies. Currently, Adobe has over 24,000 employees spread across the
globe, and by the end of 2020, its financial revenue reached $12.87 billion USD.

For many people, Adobe is considered an "icon" in the field of computer-based publishing software.
The company has set global standards, including the PostScript language - a high-level
programming language for printing support, and the PDF format - a "portable document format"
enabling online document sharing. Additionally, Adobe has developed numerous digital content
editing software, with the most famous being Photoshop - a high-end software that has become a
verb. Photoshop is widely installed on many computers and receives continuous updates each year.
After its initial successes, Adobe continued to develop its third-party cloud service called
Experience Cloud. This service enables companies to optimize their digital products and track
customers' online behaviors to provide the best sales approaches and other features.

The utility of cloud services, creative operational models, and clear management methods may be
the most evident evidence of Adobe's business success. In the third quarter of 2021, the company's
revenue increased by 22% compared to the same period in 2020, reaching $3.9 billion, and the
operating profit margin reached 46%, according to Bernstein.

The concept of the "creative economy" is still in the developmental stage. Along with it, a new
concept called the "metaverse" is becoming increasingly popular and familiar worldwide, aiming
to connect various virtual worlds. This creates a "promised land" that Adobe can focus on exploring
in the future.

1.6. Product
Graphic Design Software:
- Adobe Photoshop,
- Adobe Lightroom,
- Adobe InDesign,
- Adobe Illustrator,
- Adobe Acrobat

Web Design Programs:

- Adobe Dreamweaver,
- Adobe Contribute,
- Adobe Muse,
- Adobe Flash Builder,
- Adobe Flash,
- Adobe Edge

Video Editing and Visual Effects:

- Adobe Premiere Pro,
- Adobe Premiere Elements,
- Adobe After Effects,
- Adobe Prelude,
- Adobe Spark Video

Audio Editing Software:

- Adobe Audition
eLearning Software:
- Adobe Captivate,
- Adobe Presenter Video Express,
- Adobe Connect (also a web conferencing platform)

Digital Marketing Management Software:

- Adobe Marketing Cloud,
- Adobe Experience Manager (AEM 6.2),
- Mixamo

Server Software:
- Adobe ColdFusion,
- Adobe Content Server,
- Adobe LiveCycle Enterprise Suite,
- Adobe BlazeDS

Formats:
- PDF,
- Predecessor of PDF PostScript,
- ActionScript,
- Shockwave Flash (SWF),
- Flash Video (FLV),
- Filmstrip (.flm)

Web-Based Services:
- Adobe Color,
- Photoshop Express,
- Acrobat.com,
- Adobe Spark

1.7. Evaluate
Since 1995, Adobe has been consistently ranked as one of the best companies to work for by
Fortune. In the United States, they ranked 5th in 2003, 6th in 2004, 31st in 2007, 40th in 2008, 11th
in 2009, 42nd in 2010, 65th in 2011, 41st in 2012, and 83rd in 2013.

In 2015, Adobe Systems India was ranked 21st in the list of top workplaces in India. In 2014, they
achieved the 6th position in a similar ranking in India. Furthermore, in October 2008, Adobe
Systems Canada Inc. was honored as one of "Canada's Top 100 Employers" by Mediacorp Canada
Inc. and received accolades from Maclean's magazine.

2. Vision and Mission

2.1. Proposed target

Adobe is a renowned technology conglomerate known for its creative software products such as
Photoshop, Illustrator, InDesign, Acrobat, and many others. In recent years, Adobe has transitioned
from a product-focused company to a cloud-based service provider, offering products like Adobe
Creative Cloud and Adobe Marketing Cloud. Their main objectives include

Innovation and Product Development: Adobe consistently focuses on improving and developing
its creative products. They invest heavily in research and development to meet the evolving needs
of customers.

Enhanced Customer Experience: Adobe prioritizes providing the best customer experience through
improved user interfaces, cloud service integration, and high-quality technical support.
Expansion into New Areas: Adobe has extended its operations into other fields such as digital
advertising, digital content management, and data analytics, allowing them to serve a broader
customer base and capitalize on new opportunities.

Foster Integration and Collaboration: Adobe promotes the integration of its applications and
services to create a comprehensive ecosystem. They also collaborate with strategic partners to
deliver optimal solutions for customers.

Adobe's future goals may encompass the aforementioned points and expand into emerging
technology fields such as artificial intelligence, virtual reality, and augmented reality. They may
also seek to enhance the flexibility and interactivity of their products and services to meet the
rapidly changing customer demands.

2.2. Mission
Since its inception in 1982, Adobe Systems' mission has been to become a leading company,
empowering people worldwide by providing reliable software and support services to fuel their
creativity. With over 18,000 employees and annual revenue exceeding $5 billion, Adobe has
achieved this goal. Their success is built upon a culture of empowerment and employee creativity.

Adobe's mission statement is to "Move the Web forward and bring the best tools and services to
designers and developers worldwide." Their goal aligns with that of Google, focusing on innovation
and design in their products. Adobe also emphasizes the importance of creativity within the
company, while Google places more emphasis on its users. Adobe's mission statement also reflects
the company's vision, highlighting the significance of creativity and technology.

Additionally, Adobe creates meaningful experiences. With leading media and digital marketing
solutions, Adobe empowers everyone - from emerging talented artists to global brands. Their
document, marketing, and creative solutions help transform digital ideas into reality, delivering
vibrant and engaging experiences and targeting the right audience to achieve the best results. With
this mission, Adobe clearly showcases its impact, changing the world through digital experiences.

2.3. Vision
Adobe's vision is to "inspire creativity." They believe that by empowering people through tools and
services, they can ignite creative inspiration. The company has executed this vision by providing
reliable software and support services that allow users to harness their creative potential, even when
Adobe's products may not fully meet all their needs.

Adobe is aiming for a new era, where digital content is created and used, combining creativity and
data to craft unique personalized experiences. Their vision focuses on transforming from a purely
creative company to an empowering entity for designers, developers, artists, and marketers through
tools and data to create distinctive and personalized digital experiences for customers. Adobe
recognizes the significant value of blending art and science in content creation, through the creation
of visually compelling and deeply engaging communication.

In this vision, Adobe acknowledges the importance of combining the art and science of content
creation, creating visually compelling and deeply engaging storytelling through digital experiences.
They strive to empower individuals in creative fields by providing them with the necessary tools
and data to craft unique and personalized digital experiences for their customers.

2.4. Core values

Adobe Inc. embodies five core values: authenticity, creativity, innovation, involvement, and
diversity. Authenticity permeates every aspect of their work, from product design to customer
communication. Adobe creates innovative experiences and celebrates those who make special
contributions to ensure customer satisfaction. Innovation is the driving force behind their culture,
with a belief in the power of technology to transform the digital landscape. Community
involvement is vital, and Adobe encourages employees to engage in social activities. Furthermore,
the company respects and promotes diversity within its groups, creating an inclusive environment
that listens to all voices. These core values guide Adobe's vision and help them fulfill their mission
of changing the world through digital experiences.
3. Business Model/ Revenue Model

3.1. Business Model

Adobe's business model can be analyzed based on Alexander Osterwalder's Business Model
Canvas (BMC) and includes the following components:

Customer Segments: Individual users, creative professionals, students, educational institutions,

SMBs, and large enterprises.
Value Proposition: Diverse and continuously updated creative software that is compatible with
various devices.
Channels: Direct and indirect channels through websites, agents, partners, and the community.
Customer Relationships: Continuous maintenance and provision of learning resources and
customer support.
Revenue Streams: Primarily from subscription services and digital solutions.
Key Resources: Exclusive software, talented personnel, strong brand reputation, and partner
ecosystem.
Key Activities: Software development, maintaining the cloud platform, marketing, customer
support, and partner management.
Key Partnerships: Collaboration with Microsoft, Apple, and distribution partners.
Cost Structure: Research and development, marketing, cloud service provisioning, and
administrative expenses.

Adobe shifted to a subscription-based model.

Adobe's transition from a packaged software model to a cloud-based subscription model has been
a significant turning point in the company's history. Previously, customers purchased software
licenses once and received physical copies or download links. However, this model had
limitations such as inconsistent revenue recognition, concerns about copyright infringement, and
the need to repurchase new versions.

To address these issues, Adobe embraced Adobe Creative Cloud in 2013. This subscription
model provides diversified access to Adobe's entire software suite, along with regular updates and
cloud storage, all for a regular fee. Instead of purchasing a license outright, customers can now
enjoy the convenience of periodic payments to maintain access to the latest software. This has
increased customer value and made Adobe's products more accessible to a broader audience,
including students and freelancers.

The initial change faced resistance as customers were unfamiliar with the subscription-based
model. However, Adobe's commitment to providing frequent updates and new features won the
trust of customers. Today, Adobe Creative Cloud has millions of subscribers worldwide,
solidifying Adobe's position as a leader in the creative software industry.

The transition to the subscription model not only marked a change in Adobe's pricing strategy but
also signified a fundamental shift in how the company delivers value to its customers.

3.2. Revenue Model

Adobe's main emphasis lies in adopting a subscription-centric approach to its business model.
The company's activities are categorized into three primary segments: Digital Media, Digital
Experience, and Publishing & Advertising.
Figure 1: Adobe's main financial statement on Digital Media, Digital Experience, Publishing and Advertising .

3.2.1. Digital Media

Adobe primarily focuses on a subscription-based business model. They also enhance productivity
by modernizing the way documents and creative content are viewed, shared, interacted with, and
collaborated on.
Adobe's strategy in this segment is to become a leading platform for digital and creative
document solutions. They aim to offer various products and services to empower individuals,
small and medium-sized enterprises, large enterprises, and government organizations, including
both professionals and enthusiasts, to design and distribute content seamlessly.

Adobe emphasizes the significance of creating, consuming, collaborating, and monetizing across
all surfaces and media types. They strive to provide new ways to activate creative potential and
enhance document productivity. Adobe sees this as a growth-oriented field and aims to expand its
customer base to achieve this.

Key products in this segment include Creative Cloud and Adobe Document Cloud. Creative
Cloud is a cloud-based subscription app that enables professionals and enthusiasts to express
themselves and collaborate in areas such as design, photography, video, web, and more. Adobe
Document Cloud is a cloud-based subscription service that allows for automated and reliable
digital signature and document processing across multiple platforms and devices.

In the fiscal year 2022, Adobe's Creative revenue reached $10.46 billion, a 10% increase from the
previous year. Adobe Document Cloud's revenue reached $2.38 billion, a 21% increase from the
previous year. The total revenue of the Digital Media segment surged to $12.84 billion, an 11%
increase from the previous year, driven by robust growth in new users.
Figure 2 : Adobe's main financial statement on Creative Cloud, Document Cloud and Digital Media.

3.2.2. Digital Experience

Adobe's Digital Experience segment provides an integrated platform and suite of applications and
services that enable brands and businesses to build, manage, execute, measure, and optimize
customer experiences from analytics to commerce.

Adobe's strategy is to become a leading cloud solutions provider to deliver digital experiences and
drive digital transformation. The Adobe Experience Cloud product and solution suite is designed
to manage the customer journey, deliver personalized experiences, and provide business
intelligence for enterprises of all sizes and industries.

Adobe Experience Cloud is a diverse collection of products and solutions integrated into a cloud
platform, supported by services and an open ecosystem.
Revenue from the Digital Experience segment reached $4.42 billion in fiscal year 2022, a 14%
increase from the previous year. The growth is primarily attributed to revenue from Adobe's
subscription services, which amounted to $3.88 billion in fiscal year 2022, a 15% increase from the
previous year.
3.2.3. Publishing & Advertising

Adobe's Publishing and Advertising segment includes a diverse range of products and services to
address opportunities in the market. This includes eLearning solutions, technical document
publishing, web conferencing, document and form platforms, web application development, high-
end printing, and Adobe's Advertising Cloud services.

Adobe generates revenue from its Publishing and Advertising products and services by licensing
its technology to software manufacturers, printers, and other output devices. For the Advertising
segment, revenue is typically generated from usage-based services.

3.2.4. Services & Other

In the fiscal year 2022, Adobe generated a total revenue of $17.6 billion. They make money by
providing subscription-based cloud software services, cloud storage, time-based and perpetual
software licenses, software support and maintenance packages, as well as consulting, training, and
technical support services.

Adobe primarily focuses on the subscription-based business model. This includes fees that
customers pay for subscription and storage services, as well as related support services. Services
like Creative Cloud and some services within Adobe Experience Cloud and Document Cloud
significantly contribute to Adobe's revenue, accounting for 93% in fiscal year 2022.

Product Revenue: Adobe's product revenue mainly consists of fees related to perpetual on-premise
software licenses, purchased on a perpetual basis, over a fixed period, or based on usage for certain
OEM agreements and specific Adobe copyright licenses. Products contributed 3% to Adobe's
revenue in 2022.

Adobe's revenue from Services and Others mainly comprises charges associated with consultancy,
training, upkeep, and assistance for particular on-premise licenses acknowledged at specific
instances, alongside Adobe's advertising services. Services and other sources accounted for 4% of
Adobe's overall revenue in 2022.
3.2.5. Results of Operations
 Figure 3 : Adobe's main financial statement in 2022.

4. Business operation overview

Creative Software: Adobe remains one of the leading companies in the field of creative software
development. Their flagship products include renowned applications like Adobe Photoshop,
Adobe Illustrator, Adobe InDesign, Adobe Premiere Pro, Adobe After Effects, and many others.
Adobe continuously updates and enhances these products to meet the growing demands of users
and maintain a pioneering position in the industry.

Subscription Model: Adobe continues to implement a subscription-based business model for their
products. Instead of selling traditional software versions, they offer monthly or yearly
subscription packages for users. This model allows users to access the latest updates and utilize
advanced features according to their needs.

Integration and Collaboration: Adobe has been expanding its business operations through
acquisitions or collaborations with various technology and media companies. This helps them
improve integration between products and extend the range of solutions they provide to
customers.

Online Media: Adobe continues to offer solutions and platforms for businesses to manage,
distribute, and optimize online media content. Products like Adobe Experience Manager and
Adobe Marketing Cloud assist enterprises in building interactive and engaging experiences with
customers across digital media platforms.

Diverse Customer Base: Adobe serves a wide range of industries and fields. Their customers
include creative professionals, graphic artists, publishers, advertising agencies, media and
multimedia companies, e-commerce enterprises, and many other regular users.

Global Impact and Market Presence: Adobe holds significant influence in the creative software
and media industry. They operate globally and have a strong presence in key markets worldwide.

Innovation and Research Development: Adobe continues to invest in the research and
development of new technologies. Applying advanced technology to their products allows Adobe
to meet the increasing challenges in the industry and deliver the most impressive products to
users.

In conclusion, Adobe maintains its leading position in the realm of creative technology and
media, with a diverse range of products and solutions catering to various customer segments.
They continue to innovate and expand their business operations to meet the evolving market and
user demands.

II. Analysis of enterprise

1. Strength
● Adobe was formed in December 1982, but by 1995 Adobe had made significant
achievements and had a certain foothold in the market:
- In 1995, Fortune magazine ranked Adobe as one of the ideal places to work. In 2003,
Adobe was ranked 5th among the best companies to work for in the US, in 2004 it was 6th,
31st in 2007, and in 2008 it was 40th.
- In 2007 Adobe was also ranked 9th on the list of the largest software companies in the
world
● How well did Adobe do? :
- Adobe's "to the cloud" migration strategy is extremely bold but brings unexpected wins to
the company and investors. Since Mr. Narayen became CEO on December 1, 2007, Adobe
stock has increased hundreds of times, to $ 630.33 and raised its market capitalization to $
299.1 billion.
- Adobe doesn't just have Photoshop or PDF. The company may enable e-marketing.
Between 2007 and the next five years, when the company moved into a completely new
area - marketing - and completely changed its business model to subscriptions, they were
two big changes.
 The main product of the Digital Media division is Creative Cloud - a paid service that
allows members to use Adobe's creative products integrated with cloud services on
multiple devices.
● Pioneer in the field of technology:
- Adobe has always been one of the pioneers in launching new technologies and products,
leading trends in the fields of graphics, multimedia, and communication. In addition,
Adobe also produces many popular and diverse products: Adobe has a diverse portfolio of
well-known software products such as Adobe Photoshop, Illustrator, Premiere Pro, After
Effects, Acrobat, and many more. Prominently, Adobe Photoshop and Adobe Illustrator
are two famous and widely used graphic software products around the world. For example,
as of September 2021, Adobe announced that Photoshop has reached 30 million users
globally. This significant number of users shows the popularity and influence of the
company in the graphics industry.
● Integrated Cloud Services: Adobe has made a drastic transformation of its cloud-based
business model with its Creative Cloud service. This allows users to access and use Adobe
applications over the Internet, improving convenience and increasing flexibility.
According to the financial report for 2021, revenue from Creative Cloud services accounts
for about 85% of Adobe's total revenue. This shows how the company successfully
transformed to provide a cloud-based software solution and attracted more and more
customers.
● Investing in research and development:
- Adobe has always invested heavily in research and development to deliver innovative
products and technologies. According to the financial statements for 2021, total revenue
from research and development accounts for about 18% of the company's total revenue.
This demonstrates their commitment to creating innovative solutions and staying
competitive in the market
- In addition, Adobe has built an extensive community of developers and partners, fostering
collaboration and knowledge sharing. These communities help the company improve and
develop its products through the sharing of ideas, suggestions, and testing.
● Focus on user experience:
- One of Adobe's strong points is its strong focus on improving the user experience, which
Adobe has invested in to support different platforms, including desktop and mobile. Adobe
products are renowned for their high-quality and user-friendly interfaces, packed with
powerful features to help users work efficiently and creatively. This has helped them
create a loyal community and a wide audience of users, from photographers and designers
to top businesses and organizations.
2. Weakness
While Adobe is one of the most successful and respected technology companies, there are still
some areas and areas of expertise where they may not be doing well.
● Complex user interface
- Some users believe that the interface of some Adobe products, such as Adobe Photoshop
or Adobe Illustrator, can be complicated and difficult to reach for beginners. Having a
process of features and options can be confusing for users, especially those who have no
experience in this field.
● Prices and price models
- Adobe products have high prices, especially for service packages and software licenses.
This can make it an unsuitable choice for individual users or small businesses on a tight
budget. Adobe's pricing model has also received bad feedback from some customers
because of its terms regarding service cancellations and automatic updates.
● Compete with free and alternative tools
- There are many free or low-priced tools and software that can provide some of the same
features as Adobe products. This makes many users may consider using alternatives
instead of purchasing software licenses from Adobe.
● Performance and system resources
- Some users have expressed feedback on the high performance and system resource
requirements of Adobe products, especially when used in complex projects or on low-
profile computers.
- In a Photoshop user forum poll in 2021, some members expressed concern about the
software's performance on low-end computers. Some users say that “Photoshop is a great
tool, but it consumes too many system resources and makes my computer a lot slower.”
Several other users also mentioned having difficulty running Photoshop at the same time
as other applications, and even experiencing crashes and unresponsiveness

3. Opportunities
● In the current digital era, generations are gradually approaching digital, so in the future,
Adobe will have new and more potential opportunities. Adobe's innovative software is like
a cash machine. Last year, Adobe generated $4 billion in operating cash flow from $9
billion in revenue — an operating cash flow margin of 45 percent. The company used that
massive cash flow to buy back stock worth thousands of dollars. billion dollars, and
acquired to build its marketing software business. Since 2017, Adobe has spent nearly $7
billion on a number of acquisitions, placing the company in a leadership position in that
industry. Adobe estimates that marketing software will present a valuable opportunity. at
least $50 billion. The company's approach is similar to its creative software strategy:
Adobe is building a product portfolio that meets all needs, so it can gain a competitive
 edge with the full package. the software. The strategy is sensible and seems to be paying
off. Last quarter, Adobe reported a 34% year-over-year increase in marketing software
revenue and then raised its segment growth guidance for 2020.
● Augmented and Virtual Reality Experiences: Virtual reality (VR) and augmented
reality (AR) technologies are evolving, creating opportunities for Adobe to develop tools
and platforms to support content creation. use VR/AR. For example, Adobe can develop
VR/AR integrations for products like Photoshop to allow users to create VR/AR content
easily and creatively.
● A more advanced user experience: Adobe can continue to enhance its user experience by
optimizing the interface, enhancing performance, and providing more powerful creative
tools. For example, introducing predictive and automation features in their applications
can help users be more productive.
● Data Analytics and Artificial Intelligence: Adobe can develop AI-based solutions to
assist users in data analysis, predicting trends, and optimizing communication strategies.
For example, companies can integrate data analytics tools into their products to help
customers better understand their communications performance.
● Cloud service expansion: Adobe can expand its cloud services to meet the growing
demand for remote work and online collaboration. For example, they can develop new
tools and integrations to optimize teamwork and share projects in the cloud.
● Cross-industry collaboration and integration: Adobe can take advantage of
opportunities to collaborate and integrate with companies in related fields such as digital
media, product design, and user experience. For example, they might partner with a
company in the food and beverage industry to create interactive media content about their
products.

4. Threat
In order to have a more comprehensive development direction, Adobe needs to learn about the
risks it may face to grow stronger.
● Strong competition from competitors: The highly competitive graphics and multimedia
software industry. Other companies can develop similar products and services or compete
by lowering prices. This could affect Adobe's market share and profitability
- For example, when Adobe introduced its Creative Cloud cloud service, many competing
companies like Corel and Affinity offered similar solutions at lower prices to compete on
price and attract users. In addition to 2020, CorelDRAW Graphics Suite 2020 has
introduced many improvements and new features that compete directly with Adobe
Illustrator. Corel offers lower prices and guidance on how to switch from Illustrator to
CorelDRAW, which could lead to market fragmentation and downward pressure on prices,
affecting Adobe's bottom line.
 ● Technological advancements and changes in business models: Technology changes
rapidly and can make existing Adobe products and services obsolete. If they cannot
maintain the pace of development and integrate new technological advances, they may fall
behind their competitors.
- How users consume software and services could change, affecting Adobe's business
model. For example, the proliferation of free products and services or an ad-based business
model could affect Adobe's revenue growth.
- For example, the growth of free products and services like GIMP and Canva may cause
users to consider switching to no-fee solutions. This can cause a loss of market share and
revenue if users switch to cheap or free solutions
● Security and privacy issues: With working with a lot of personal data, Adobe needs to
ensure that they comply with security and privacy regulations and that their systems are
protected from damage. attack and infiltration
- As it happened in 2013, Adobe was hacked and the personal information of more than 150
million accounts was stolen, including information related to passwords and emails. Such a
security breach could seriously damage Adobe's reputation and make customers feel
insecure about providing personal information.
● Dependencies and Cloud Services: While cloud services have many benefits, it also
poses risks when users have to completely depend on Adobe's network and system
infrastructure. Technical problems or disruptions in the cloud service may affect the user's
ability to work. In some cases, Adobe Creative Cloud experienced technical issues that
resulted in users being unable to access their services or files for a period of time. This
makes users unable to work or access their data which can affect their work and projects

III. Implementation.

1.Improve the experience across platforms

Make that Adobe's products and services are compatible with desktop, mobile, and web platforms.
Users will be able to easily access and use Adobe on any device thanks to this.

1.1.The detailed plan

- Analyze the availability and integration of current Adobe goods and services across various
platforms, such as mobile devices, tablets, and the web. Investigate and assess user
requirements and needs for cross-platform interactions, including gathering feedback from
existing and prospective consumers.
- Making mobile applications: First, list the characteristics and capabilities that the Adobe
mobile app must have. The interface design is then user-friendly and has a broad range of
applications. Finally, create mobile apps and release them in well-known app shops such as
Google Play and the App Store.
 - Create microservices or APIs: Create a microservice or API for each component of an
Adobe product by dividing the product into distinct parts. This makes it possible to
independently and flexibly mix Adobe components into cross-platform apps.

1.2. Keep going

- You must first make a list of the platforms on which number converters can be used, such
as mobile devices, tablets, web browsers, and particular operating systems like IOS or
Android. To specify the task scope and assure viability, evaluate each platform's technical
requirements and integration capabilities.

- Carry out the number transformation. Utilize frameworks like React Native or Xamarin to
create cross-platform applications for mobile platforms. Analyzing and understanding
Adobe products divided into more manageable parts that can work alone. For instance, it is
feasible to divide Adobe Photoshop's fundamental features into components like image
processing, color editing, and effect generation. Each component will have appropriate APIs
or be developed and maintained as a microservice. Adobe microservices or APIs must
establish communication channels such as calling APIs, indicating readiness for use, and
delivering error reports in order for them to link and communicate with one another.
Microservices or APIs can be created rapidly and effectively using frameworks like Spring
Boot, Node.js, or Django. We must make sure that each platform is compatible and
compliant during that procedure, and we must also provide instructions on the operating
system's user interface and design aesthetic.

- Ensure confidentiality and privacy. Implement security measures such as authentication and
authorization to ensure the security of microservices or APIs. Identify and manage user
access to different elements to ensure privacy and security.

- Test and maximize performance. Test and optimize the performance of microservices or
APIs on different platforms to ensure reliability and good performance. For example,
measure and analyze response times, system load and stability to identify performance issues
and identify weaknesses in the system structure. Identify and solve performance and
reliability issues to deliver the best user experience.

1.3. Assess the risk

Conducting a multi-platform experience with Adobe products involves a number of risks that need
to be controlled.

First, compatibility and integration can encounter some difficulties across different platforms.
There may be some errors and inconsistencies between versions, causing instability and reducing
user experience. In addition, multi-platform deployments can increase system load and need to
ensure that performance remains stable to meet user requirements.

Second, building multi-platform versions can require a lot of effort in managing and deploying
source code. Complex source code management can lead to inconsistencies, errors and difficulties
in maintenance and upgrading.

Third, expanding the multi-platform experience means having to deal with security risks. The
security vulnerabilities and inconsistencies in the authentication and authorization methods may
have generated the warnings and security vulnerabilities found.

Fourth, integrating third-party software and services in the deployment process can pose potential
risks. This dependence can create problems and difficulties inning support.
Fifth, the multi-platform experience may not fit or not meet user expectations on some platforms.
This can lead to negative feedback from users, decreased satisfaction, and affect the reputation of
the product. In addition, this also provides the best product experience for users, making the app
increasingly popular with people.

2. Pushing AI and machine learning.

Use artificial intelligence (AI) and machine learning to enhance the features and performance of
Adobe products and services. For example, provide automation tools to create vector drawings or
text recognition on images. In addition, this also provides the best product experience for users,
making the app increasingly popular with people.

2.1.The detailed plan.

Defining clear goals that Adobe wants to through the use of AI and machine learning in its products.
This will contribute to enhanced automation capabilities, optimized user experience, improved
predictability and data processing, or the development of new AI-based features.

Evaluate existing Adobe products to see which products will apply AI and machine learning to
digital conversion. Products can include Photoshop, Illustrator, Premiere Pro, After Effects, etc.
To ensure that the use of AI and machine learning in Adobe’s products brings real value to
customers, we need to conduct an analysis of customers’ needs and wishes. Focus on automating
work, creating more creative content, improving user experience, and improving work
performance. In parallel, in order to ensure continued progress and maintain a leading position in
the field of AI and machine learning, investments in training and research activities are needed.
Provide courses and training for expert teams, participate in new technology research projects and
cooperate with other universities and research institutes.
Finally, test and deploy AI applications and machine learning in Adobe products. This process must
be carried out with participation and feedback from the user community to evaluate effectiveness
and ensure good integration with existing workflows.

2.2. Keep going

- Collecting the information. Setting clear goals such as: Improving performance, boosting
creativity, automating workflows, and improving user experience can be some of the basic
goals. Evaluate existing technology resources and infrastructure, evaluate the technology
capabilities of the development team, and identify aspects that can leverage AI and machine
learning in products.

- Classification and processing of data. Using AI to classify and process data is an important
element in Adobe’s products. AI can automatically recognize objects in images and suggest
appropriate image processing methods. Some products can be applied such as Lightroom,
Photoshop. For example, when a user uploads a portrait photo, AI can identify key elements
such as faces and eyes, and suggest appropriate filters to create a beautiful and natural
picture.

- Workflow automation: AI and machine learning can be used to create automation tools and
features in Adobe products. For example, in Illustrator, AI can automatically identify edges
and create the corresponding layers and edges, saving time and effort for users.

- Aggregated Intelligence and Automated Content Creation: AI and machine learning can be
used to create automated aggregated content and intelligence in Adobe products. To prove
this, Adobe has launched an AI cloud computing tool called Sensei, which allows users to
create 3D images and create content automatically from photos or videos.

- Intelligent suggestion and search: AI and machine learning can be applied to intelligent
suggestions and search features in Adobe products. For example, in Premiere Pro, AI can
suggest appropriate image effects or filters based on content and style analysis. Additionally,
AI can also quickly search for photo, video or document files in Adobe products.

- Enhanced prediction and data processing: AI and machine learning can be used to analyze
and predict data in Adobe products. For example, in After Effects, AI can analyze frames
and automatically create high-quality intermediate frames, minimizing processing time and
optimizing work performance.
2.3.Assess the risk
Some risks may arise in the process of applying AI and artificial intelligence:
First, in order to train an AI model and machine learning accurately, the data source must be
collected and processed properly. If the data is insufficient or inaccurate, the model may result in
unreliable or misleading results. This requires care and diligence in ensuring the quality of input
data.

Second, the use of AI and machine learning in Adobe products requires the collection and
processing of user data. This can cause concerns about privacy and the security of personal
information. Therefore, it is necessary to ensure that confidentiality measures are implemented to
protect the user’s personal information.

Third, some AI and machine learning applications in Adobe products may not the high resolution
or accuracy as expected. This may result in the creation of inaccurate results or failure to meet the
user’s requirements. Careful consideration is required when using these features to ensure
reliability and accuracy.

Fourth, AI and machine learning are trained based on available data and pre-defined algorithms.
This means that if there is an exceptional situation or it does not appear during training, the model
may not understand and handle it properly. Adobe needs to continuously improve and improve the
understanding of the model to ensure that it meets the needs of its users.
Fifth, sometimes, to apply AI and machine learning to Adobe products, companies may have to
rely on technology from third parties. This can create a stability and scalability risk, as Adobe may
rely on third parties to maintain and provide AI and machine learning features.

IV.Conclusion

4.1. Solution evaluating

4.1.1 Advantages
The proposed solutions are geared towards the development of cross-platform customer
experiences, applying AI and machine learning in improving products and services. This has
differentiated Adobe products and improved the user experience.

For the implementation of a solution to improve the cross-platform experience for consumers in
Adobe products, one of the advantages of Adobe's solution is its ability to ensure that its products
and services Works well on many different platforms. This means users can easily access and use
Adobe on desktop, mobile and web without compatibility issues. This creates a seamless and
convenient experience for users, allowing them to access Adobe tools and services anytime,
anywhere, and on any device. This also enhances the business's reach to customers and expands
their reach. At the same time, when Adobe is easily accessible on many different platforms, it will
create favorable conditions to increase interaction and connection in the enterprise through sharing
and collaborating on projects and documents. . Contribute to building a large community of users.

The fact that anyone and anywhere can access and use Adobe products and services directly from
a web browser or through a mobile app. This ensures great flexibility and convenience when
working remotely or in cross-platform work environments. Thereby helping Adobe solve the
problems of external obstacles, helping them to develop more broadly and more inclusively in the
market.

As for augmenting and leveraging AI and machine learning, Adobe uses artificial intelligence and
machine learning to enhance the features and performance of products and services. Using AI and
machine learning, Adobe can provide automation tools for common tasks like creating vector
drawings or recognizing text from images. This saves users time and effort, and improves work
efficiency and quality. In addition, the adoption of artificial intelligence and machine learning
makes Adobe products and services smarter, with the ability to automate and improve continuously
over time. This benefits businesses when creating applications and utilities that are increasingly
popular and attractive to all types of users.

At the same time, Adobe also implements policies to ensure that its products and services operate
reliably and securely on any platform. This gives users peace of mind about storing and sharing
important data without worrying about information loss or security breaches, enhancing customer
trust. It also plays a part in improving the customer experience with Adobe software and services.

4.1.2.Disadvantages
The measure is positive however it will also have some weaknesses in the implementation of digital
transformation. Weaknesses in the business can include:

One potential downside of improving the cross-platform experience is the difficulty in ensuring
compatibility and backward compatibility across all platforms. Adobe programs and services may
experience performance and compatibility issues when used on certain platforms. And to ensure an
improved cross-platform experience, businesses need a robust infrastructure to support the
deployment of Adobe applications and services across different platforms. Without the right
infrastructure, use and interaction with Adobe products can be disrupted and subject to technical
problems.

In addition, improving cross-platform experiences can lead to different distribution of development

and support resources, requiring a large investment of resources and time from Adobe.
The use of artificial intelligence (AI) and machine learning can offer the potential to enhance the
features and performance of Adobe products and services. However, one possible drawback is that
it requires large investments in research and development, along with a strong supporting
infrastructure. Implementing AI and machine learning also requires the ability to manage large
amounts of information and the ability to handle complex data. In some cases, reliance on AI and
machine learning can lead to loss of control and unreliability when something goes wrong in the
system.

Adobe's solution is based on new technologies such as artificial intelligence and machine learning.
It also requires businesses to ensure that they have employees with the knowledge and skills in this
technology to effectively deploy and manage the solution. Otherwise, it may be difficult to use and
optimize Adobe products and services.

It requires Adobe to spend a lot of time and resources training employees and fine-tuning the
workflow.

In both solutions, ensuring compatibility, reliability and manageability of resources and data plays
an important role. At the same time, understanding of potential flaws and thorough preparation are
also critical to success in digital transformation. However, if implemented effectively, these
solutions from Adobe can help businesses improve customer experience, enhance performance,
and optimize workflow.

4.2. Solution controlling

To ensure the effectiveness of the implementation of Adobe solutions during digital transformation
in the enterprise, it is necessary to apply appropriate controls. Below is a detailed analysis of the
control measures that should be implemented:

Firstly, setting clear goals is an important factor to guide the digital transformation process. It is
necessary to define the specific goals that the measures are intended to achieve. Goals should be
well-defined, measurable, and time-bound. This helps to create focus and guide concretes for the
implementation.

Second, monitoring progress is an important factor in effective control. It is necessary to set up a

monitoring system to track the progress of the solution measures. Indicators of progress, time to
completion and results should be monitored and evaluated periodically. This helps to ensure control
and direction to adjust if necessary to achieve the set goals.

Third, proper assignment of responsibilities ensures that everyone in the organization understands
and is accountable for implementing solutions. Clear allocation of responsibilities and roles to
individuals or workgroups helps to ensure that each person undertakes his or her duties accurately
and evenly. This enhances coordination and focus for the intended audience.

Fourth, measurement and evaluation is an essential element in controlling the effectiveness of

solutions. It is necessary to define indicators and criteria to measure and evaluate the effectiveness
of solutions. This helps measure progress and assess whether the measures are achieving their
goals. Measurement and evaluation results will be used to adjust and improve solution measures.

Fifth, risk assessment is an indispensable element in the solution control process. Potential risks
must be identified and evaluated during the implementation of the remedial measures. Risk analysis
and assessment helps to identify prevention and control measures to minimize possible problems.
This ensures that any risks can be effectively managed and responded to.

Finally, continued improvement is a necessary element to maintain the effectiveness of solutions.

It is necessary to build a system to continuously improve and optimize solutions. Collecting
feedback from users, periodically evaluating the effectiveness of solution measures, and using that
feedback for improvement and development will help ensure that solution measures are
consistently responsive and consistent. keep up with new technological advancements and trends.

4.3. Return on investment/ Valuation:

4.3.1 Gains
When implementing Adobe solutions in digital transformation, businesses can reap many
achievements and profits.

First of all, improving cross-platform experience helps businesses create a favorable environment
for customers to access products and services. By ensuring that Adobe applications and tools work
well on a variety of platforms such as desktop, mobile, and the web, businesses ensure that
customers can easily access and use them. easily on any device. This contributes to improving user
experience, creating satisfaction and loyalty from customers. As a result, businesses can increase
sales and revenue, and expand their potential markets by attracting new customers.

Second, leveraging artificial intelligence (AI) and machine learning helps businesses leverage
cutting-edge technology to optimize performance and productivity. By using automated tools and
intelligent recognition, businesses can reduce time and effort in complex data processing, chart
creation, text recognition, and document management. This enhances productivity and reduces
errors. As a result, businesses can save time, resources and costs, and respond quickly and
accurately to customer requests.
In addition, the application of Adobe solutions also brings many other benefits such as increased
flexibility and creativity in the working process, helping businesses adapt to the rapidly changing
market. At the same time, the adoption of advanced technology also contributes to the increased
complexity and user experience of the enterprise's products and services. All of these achievements
will ultimately lead to increased competition, advantage and added value for the business.

4.3.2 Issues and concerns

Adobe places a number of important issues and concerns when implementing digital transformation
in the enterprise. One of the first important issues is to improve the cross-platform experience for
users. To ensure that Adobe products and services work well on multiple platforms, including
desktop, mobile, and web, Adobe must ensure high compatibility. This will make it easy for users
to access and use Adobe on whatever device they use.

Another Adobe concern is using artificial intelligence (AI) and machine learning to boost the
features and performance of products and services. By applying AI and machine learning, Adobe
can create automation tools such as creating vector drawings, recognizing text on images, and
delivering the best product experiences to users. This not only enhances the popularity of Adobe
applications, but also provides interoperability and convenience.

Security and privacy are also an important issue that Adobe needs to take care of in the digital
transformation process. Given the importance of data and personal information today, Adobe must
ensure that its products and services meet high security standards and respect customer privacy.

In addition, Adobe also aims to enhance interoperability and automation in its products and
services. By providing tools with good interoperability and workflow automation, Adobe aims to
improve performance and save users time.

Ultimately, Adobe has its sights set on quickly adapting to changing technology. Digital
transformation requires Adobe to continue to embrace and adopt the latest technology trends, not
only to meet the needs and desires of users, but also to maintain its leadership position in the
industry. digital technology. With these issues and concerns in mind, Adobe is leveraging the
potential of digital transformation to better meet customer needs and the business environment.

4.3.3 Future developments

Going forward, Adobe will continue to grow and expand its presence in the field of digital
transformation. They will focus on improving and enhancing the functionality of existing products
such as Photoshop, Illustrator and Premiere Pro to meet the growing needs of users. At the same
time, Adobe will build and develop a synchronous digital ecosystem and link its applications and
services together, creating favorable conditions for users to work and share information on multiple
platforms. different platforms and devices.

An important trend that Adobe will develop is artificial intelligence (AI) technology. They will use
artificial intelligence to create smarter tools, making it easier for users to create and edit digital
content. This will enhance the user's creativity and productivity during work. Leveraging artificial
intelligence and machine learning will help Adobe deliver smarter features and tools, create
optimized products and services, and improve usability. By using AI to automate content creation
and similarity recognition, Adobe can save users time and effort, and provide a more convenient
and creative experience. This will increase the value of Adobe's products and create a competitive
advantage in the market.

Improved cross-platform experience helps Adobe attract and retain more users from different
platforms. The ability to work well across desktop, mobile, and the web will enhance Adobe's reach
and create a seamless and user-friendly experience. This can lead to the growth of Adobe's user
base, revenue, and distribution across different platforms. Along with the focus on security and
data management, Adobe will establish solid security measures to ensure the safety of users and
their data.

In short, implementing solutions improves cross-platform experience, leverages artificial

intelligence and machine learning. Adobe can lead the way in digital technology, increase revenue
and user base, and create better value and delivery for users.