We already had a strong presence in content creation, and we saw an opportunity to broaden our presence in these areas. We also believed that data were going to become more important. Where content was being created and managed, when it was being consumed, and where it was going to be monetized-all of that was changing. Inside the company, we had this fundamental belief that there were broader market opportunities for us. Historically, we had delivered product updates only every 18 or 24 months, but our customers’ content-creation requirements were changing much faster than that, with advances in devices, browsers, mobile apps, and screen sizes. The perpetual-licensing model was also limiting us from delivering new innovations and capabilities to our customers. We were driving revenue growth by raising our average selling price-either through straight price increases or through moving people up the product The number of units we shipped under the old perpetual-licensing model was about three million units a year, and it remained flat for a long time. For one, even though customers had higher creative demands, our creative business wasn’t really growing. Mark Garrett: There were a number of reasons, both financial and strategic. Has been quoted and featured in top-tier business publications including Bloomberg Businessweek, Wall Street Journal, Barron’s, Reuters, CFO Journal, and Investor Business Daily Is a member of the invitation-only Wall Street Journal CFO Network and CNBC’s Global CFO Council Serves on the board of directors of Informatica Corporation, Model N, the Adobe Foundation, and the Children’s Discovery Museum of San Jose
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ADOBE NUMBER OF SOFTWARE
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Rather, customers subscribe to Creative Cloud, the company’s online suite of publishing and design tools, and receive frequent software upgrades as well as a range of new online-only and mobile services. License-where customers pay once and can use the software indefinitely. It no longer offers its publishing and design tools in the form of physical, shrink-wrapped products to be deployed at customers’ sites under a perpetual Over the past five years, Adobe Systems has remade itself as a cloud company.