成人小说亚洲一区二区三区,亚洲国产精品一区二区三区,国产精品成人精品久久久,久久综合一区二区三区,精品无码av一区二区,国产一级a毛一级a看免费视频,欧洲uv免费在线区一二区,亚洲国产欧美中日韩成人综合视频,国产熟女一区二区三区五月婷小说,亚洲一区波多野结衣在线

立即打開
Adobe的云戰(zhàn)略能否成功?

Adobe的云戰(zhàn)略能否成功?

Kevin Kelleher 2012-12-12
Adobe將把更多精力放在發(fā)展數(shù)字營銷業(yè)務(wù)上。而Adobe最具標(biāo)志性的軟件業(yè)務(wù)則會進(jìn)一步向云計算領(lǐng)域轉(zhuǎn)型,收費(fèi)模式也會從預(yù)先支付模式轉(zhuǎn)變?yōu)榘丛掠嗁從J?。Adobe的冒險已經(jīng)開始初見成效。

????2011年9月初的一天,Adobe公司的首席執(zhí)行官山塔努?納拉延和十幾個公司高管在加州卡梅爾山谷的一個溫泉浴場里搞“團(tuán)隊拓展”。每個人都要說幾句,談?wù)勛约涸?011年印象最深的事兒。據(jù)在場的人講,活動開始不久,發(fā)生了奇怪的事情。“討論突然熱烈起來,”負(fù)責(zé)數(shù)字營銷的高級副總裁布拉德?蘭切爾說。沉悶的氣氛被打破后,大家的情緒很快傾瀉出來,開始討論起公司面臨的一些更緊迫的問題。他說:“大家都認(rèn)為,我們有一些艱難的決策要做?!?/p>

????那次反思后,CEO納拉延啟動了Adobe公司30年歷史上最大的一次轉(zhuǎn)型。Adobe公司為數(shù)字藝術(shù)家、影像制作者、網(wǎng)絡(luò)管理員和內(nèi)容創(chuàng)建者等提供多種軟件工具,并因此而聲名赫赫。而現(xiàn)在這樣一家知名公司卻宣布將裁撤750個工作崗位,裁掉、限制或合并一些業(yè)務(wù)部門。Adobe的高管們表示,公司將把更多精力放在發(fā)展數(shù)字營銷業(yè)務(wù)上。而Adobe最具標(biāo)志性的軟件業(yè)務(wù)則會進(jìn)一步向云計算領(lǐng)域轉(zhuǎn)型,收費(fèi)模式也會從預(yù)先支付模式轉(zhuǎn)變?yōu)榘丛掠嗁從J健<{拉延說:“只想維持現(xiàn)狀的企業(yè)肯定會失敗?!?/p>

????不過這次重大戰(zhàn)略轉(zhuǎn)型卻嚇了投資者們一跳。Adobe不僅正在向新的收入模式轉(zhuǎn)型,同時也在努力擠進(jìn)競爭極為激烈的在線營銷領(lǐng)域。Adobe采取的這些舉措發(fā)生在它與蘋果公司(Apple)的Flash大戰(zhàn)失敗之后。其后三周內(nèi),投資者們紛紛“解套”,Adobe的股價猛跌了15%。

????一年后,Adobe的新政日益顯示出正確性,而且明年很可能帶來積極的效果。去年由于分析師們認(rèn)可了納拉延的方案,導(dǎo)致Adobe的股價一年來增長了34%。由預(yù)先支付模式轉(zhuǎn)變?yōu)榘丛掠嗁從J綄⒂兄谔岣?013年的利潤,最終有助于確保公司獲得更穩(wěn)健的收入。Cowen & Co公司分析師彼得?古德曼徹指出:“向按月訂購模式轉(zhuǎn)變是降低價格的一個聰明而且深思熟慮的辦法?!?/p>

????Adobe在塑料薄膜包裝的軟件如日中天的時代取得了巨大的成功,成了企業(yè)應(yīng)對科技變革的成功范例。像其他科技巨頭一樣,Adobe也必須在云計算、移動設(shè)備和社交網(wǎng)絡(luò)的興起中謀發(fā)展,同時高度瞄準(zhǔn)在線營銷。同時Adobe的轉(zhuǎn)型也迫使它必須和全球幾家最強(qiáng)大的科技公司競爭,其中有些還是Adobe自己的忠實盟友,比如它必須與微軟(Microsoft)和蘋果(Apple)在一些生產(chǎn)力項目上競爭,與IBM和谷歌(Google)在數(shù)字營銷上競爭。

????納拉延和科技總監(jiān)凱文?林奇先從公司最拿手的業(yè)務(wù)下手。Adobe的創(chuàng)意套件Creative Suite的年產(chǎn)值達(dá)20億美元左右。Creative Suite作為公司的旗艦產(chǎn)品包含了Photoshop、Acrobat以及用于雜志出版的InDesign等16個軟件,許可證費(fèi)用高達(dá)2,600美元,光是升級費(fèi)用就達(dá)到了1,400美元(通常每18個月進(jìn)行一次升級)。今年年初,Adobe推出了Creative Cloud,通過網(wǎng)絡(luò)在線提供與Creative Suite相同的產(chǎn)品。Creative Cloud很像谷歌或Dropbox等新銳公司提供的類似軟件,也是通過云端存取文檔。如果訂閱用戶停止付費(fèi),存取權(quán)限就被切斷。這項服務(wù)每月收費(fèi)20到50美元。

????Adobe chief Shantanu Narayen and a dozen of his top executives were sequestered in a tony Carmel Valley spa in California. It was early September of 2011, and the group was running through a corporate bonding exercise. Everyone was to take a penny and recount what they were doing during the year stamped on the coin. Eyes began to roll, according to those present. Then something strange happened. "It just blew up," recalls Brad Rencher, a senior VP in charge of digital marketing. The icebreaker quickly turned into an outpouring of emotion about the far more pressing issues facing the company. "Everyone felt we had some hard decisions to make," he says.

????After the retreat CEO Narayen unveiled the biggest transformation in Adobe's 30-year history. The firm best known as a purveyor of tools for digital artists, filmmakers, webmasters, and content creators would shed 750 jobs, shutter or limit business units, and combine others. Adobe (ADBE), executives said, would focus more on growing its digital-marketing business. Its iconic software, meanwhile, would transition further to the cloud, shifting from a pay-beforehand model to monthly subscriptions. "Companies that simply try to preserve the status quo will fail," says Narayen.

????But the dramatic shift spooked investors. Not only was the company making a risky transition to a new revenue model, but it was also elbowing its way into the competitive arena of online marketing. All this was happening in the wake of the company's ugly public?battle with Apple over Flash?-- which Adobe had lost. Its stock plunged 15% during the next three weeks as investors bailed out.

????One year later Adobe's moves increasingly appear shrewd and likely to produce positive results next year. The stock has risen 34% over the past year as analysts have been won over by Narayen's plans. Switching to a subscription model will weigh on profits through 2013 but could eventually ensure steadier revenue. "The move to subscriptions is a clever and thoughtful way to lower the price point," says Cowen & Co. analyst Peter Goldmacher.

????Adobe, which grew powerful during the heyday of shrinkwrapped, boxed software, has become a model for companies coping with tech's changing landscape. Like other giants, Adobe must navigate?the rise of the cloud,?mobile gadgets,?social networking, and highly targeted online advertising. Adobe's transformation also pits it against the world's most powerful tech firms -- some of them its most ardent allies: Microsoft (MSFT) and Apple (AAPL) in productivity programs, IBM (IBM) and Google (GOOG) in digital marketing.

????Narayen and Kevin Lynch, the company's chief technology officer, started with their bread and butter: Creative Suite, a business worth some $2 billion annually. The company's flagship product bundles as many as 16 programs, such as Photoshop and Acrobat, as well as InDesign for magazine publishing. Creative Suite licenses ran as high as $2,600, or $1,400 for upgrades, which usually came out every 18 months. Earlier this year Adobe introduced Creative Cloud, the same suite of products accessible online. Much like software from younger companies Google or?Dropbox, documents are stored and accessible via the cloud. If a subscriber stops paying, access is cut off. The service costs $20 to $50 a month.

掃描二維碼下載財富APP
国产精品专区第五页| 1080P 国产麻豆剧传媒精品国产AV| 国产亚洲精品第一综合另类| 国产亚洲欧洲997久久综合| 被公侵犯玩弄漂亮人妻中文| 午夜精品久久久久久99热| 中文字幕日韩精品有码视频| 国产精品无码AⅤ在线观看播放| 日韩中文在线欧美日韩一区二区| 国产午夜福利片在线播放| 国产三级久久久精品麻豆三级| 国产呻吟久久久久久久92| 亚洲午夜无码久久| 日本日本乱码伦视频在线观看| 99久久久国产精品免费电影影片| 国产特级黄蝶一级毛片| 久久av免费天堂小草播放| 精品自拍视频在线观看| 久久久亚洲欧洲日产国码a| 国产女人高潮叫床免费视频| 国产午夜福利片在线播放| 国产欧美精品在线一区二区三区| 亚洲精品无播放器在线播放| 精品一区二区三区中文字幕| 伊伊人成亚洲综合人网7777| 乱人伦中文视频在线| 少妇高潮喷水久久久影院| 性色av人妻无码一区| 色香欲影天天影视综合网八点| 国产又爽又黄又不遮挡视频| 99热只有精品在线观看| 国产极品白嫩精品| 亚洲av婷婷五月产av中文| 揄拍成人国产精品视频| 男人狂躁30分钟女人下面视频| 少妇午夜中文字幕无码无删减| 久久精品久久精品中文字幕| 亚洲娇小与黑人巨大交| 女人与公拘交酡ZOZO| 丁香花电影高清在线观看| 亚洲国产成人无码网站大全|