????買不起雷克薩斯的人在需要的時(shí)候往往會租一輛。Adobe也希望用這種方式吸引那種買不起Creative Suite的人。公司希望到2012年年底前擁有32.5萬名付費(fèi)訂閱用戶。據(jù)Adobe公司表示，Creative Cloud的用戶群正在增長，每周都有11,000余名新訂閱用戶。每月Adobe還將為企業(yè)市場專門推出一個(gè)Creative Cloud的企業(yè)版本。公司表示，Creative Cloud的每用戶平均收入要比軟件版高出20%，而且Adobe下一步還會向云用戶推出支持服務(wù)、網(wǎng)站托管或服務(wù)器管理等服務(wù)，因此這個(gè)數(shù)字還有望進(jìn)一步增加。

????如果說Adobe新政的第一步讓有些觀察人士覺得有些不確定性的話，那么它的第二步，也就是向數(shù)字營銷領(lǐng)域擴(kuò)展，也許會讓他們覺得安慰些。Adobe在2008年以18億美元的價(jià)格收購了猶他州的網(wǎng)絡(luò)分析公司Omniture。當(dāng)時(shí)有些分析師對這筆交易感到不解，但納拉延相信，客戶一定會需要數(shù)據(jù)型營銷的。這種營銷現(xiàn)在已經(jīng)應(yīng)用到許多任務(wù)中，比如對谷歌搜索廣告進(jìn)行實(shí)時(shí)競價(jià)、根據(jù)Facebook頁面有針對性地投放顯示廣告、分析哪些博客或微博推高了訪問量，或是測試不同的網(wǎng)站設(shè)計(jì)，看哪種設(shè)計(jì)最能刺激銷量等等。

????為了實(shí)現(xiàn)這些功能，自從Adobe收購Omniture后，納拉延又花了8億美元進(jìn)行了幾筆收購：比如收購了Day Software公司用于網(wǎng)站內(nèi)容管理，收購了Demdex公司用于廣告定位，收購了Efficient Frontier公司用于搜索和社交媒體廣告交易，收購了Auditude用于在流媒體視頻中插入廣告。未來幾年里，很多公司將把在線營銷作為一項(xiàng)重要工作。據(jù)高德納公司（Gartner）指出，美國的營銷預(yù)算今年將增長9%，而IT預(yù)算的增幅只有4.7%。Adobe希望借這股東風(fēng)，同時(shí)出售營銷服務(wù)和軟件來獲利。

????美國的Expedia公司已經(jīng)用上了Adobe的營銷產(chǎn)品，據(jù)說由它創(chuàng)立和優(yōu)化的一個(gè)社交媒體活動的Facebook粉絲已經(jīng)增長了750%。電影租賃公司紅盒子（Redbox）也用Adobe的產(chǎn)品來設(shè)計(jì)移動應(yīng)用，引導(dǎo)顧客訪問它的視頻網(wǎng)站。索斯比拍賣行（Sotheby）在使用了Adobe的營銷產(chǎn)品后，可以通過追蹤客戶訪問該公司的iPad目錄的情況，確定客戶最感興趣的拍賣品是什么。索斯比拍賣行的全球戰(zhàn)略營銷高級副總裁艾米?托德?米德爾頓表示，過去他們只依賴Adobe的產(chǎn)品做網(wǎng)站，而現(xiàn)在Adobe的產(chǎn)品變得更加實(shí)用。

????Adobe的兩大新政已經(jīng)帶來了一縷成功的曙光。數(shù)字營銷是目前是該公司內(nèi)部增長最快的部門，收入每年可增長20%。在2012年的前9個(gè)月，這個(gè)部門的收入就達(dá)到7.68億美元。它貢獻(xiàn)的收入幾乎占全部門的四分之一。據(jù)Cowen & Co公司的分析，Adobe每年由于Creative Suite的盜版而損失10億美元，而Creative Cloud的按月訂購服務(wù)將有助于減少盜版的損失。

????In the same way people who can't afford to buy a Lexus can usually lease one, Adobe is hoping to lure those who balked at Creative Suite's price. The company expects to have signed up 325,000 paid subscribers by the end of 2012. It claims adoption is increasing, with 11,000 new subscribers signing up each week. This month Adobe began rolling out a version for the enterprise market. Overall average revenue per user is 20% higher compared with the old product. That number will rise even further, the company says, because it is much more likely to sell support services, website hosting, or server management to cloud customers.

????If that first prong in Adobe's plan vexed some observers as uncertain, the second prong -- expanding into digital marketing -- seems to be soothing them. The strategy has its roots in the2008 acquisition of Omniture, a Utah-based web analytics company, for $1.8 billion. At the time analysts scratched their heads over the deal, but Narayen believed his customers would come to demand data-driven marketing. Such marketing now embraces diverse tasks: real-time bidding on Google search ads, targeting display ads using Facebook (FB) profiles, analyzing which Tweets or blog posts drive traffic, testing different site designs to see which generate sales.

????To make those features possible, Narayen has spent $800 million on acquisitions since Omniture: Day Software for website-content management, Demdex for ad targeting, Efficient Frontier for search and social media ad exchanges, and Auditude for inserting ads inside streaming videos. Online marketing will probably be a larger priority for many companies in coming years. According to Gartner, marketing budgets will grow 9% this year, compared with 4.7% for IT. Adobe wants to benefit from that growth by selling marketing services and software simultaneously.

????Adobe's marketing products are being used by Expedia (EXPE), which created and optimized a social media campaign that boosted its Facebook followers by 750%.?Movie-rental outfit Redbox?used it to design mobile apps directing customers to its video kiosks. Sotheby's (BID) tracks which auction items clients are interested in the most when they peruse the company's iPad catalogues. Amy Todd Middleton, Sotheby's senior vice president of global strategic marketing, says that Adobe tools once relied on just for creating a website, for example, have become much more Useful.

????Both of Adobe's initiatives show early signs of promise. Digital marketing is the fastest-growing segment inside the company, increasing revenue 20% annually, or $768 million in the first nine months of 2012. Revenue from the unit makes up nearly a quarter of the firm's total. According to a Cowen & Co. analysis, Adobe loses $1 billion a year because of Creative Suite piracy, something its new subscription service will help curb.