Adobe: Analysis of Market Issues and Recommended Solutions Report

This report analyzes the market challenges faced by Adobe South East Asia, specifically focusing on the issue of a captured market. The report delves into the causes of this issue, including the adoption of buyer technology and its impact on customer engagement and ethical considerations. It then proposes several alternative solutions, such as real-time data integration, metrics of the quality of experience, enhancement to acquisition tracking of mobile apps, and over-the-top analytics. A detailed decision criteria section evaluates these alternatives based on qualitative factors like competitive advantage, ease of implementation, flexibility, resources, and ethics, as well as quantitative factors including profit, cost, ROI, market share, and cash flow. The report concludes with a recommendation for the most suitable solution and discusses the implications and implementation strategies for Adobe to overcome the captured market issue and improve shareholder value.

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Executive summary
Adobe was founded in 1982 by J. Warnock and Geschke. Adobe is bringing a change in the
world by providing digital experience. The document, creative and marketing solutions accredit
everyone from the surface artists to the brands of global in order to catalyze the digital creations
and provide them to the right person at the best time to get the desired results. The company uses
document cloud, creative cloud, and marketing cloud in order to deliver best solutions to the
clients. But the company is facing some issues in order to grow and expand and is unable to
return the value to the shareholders. The main issue will be discussed in the report further, the
causes of the issue ("Adobe: Creative, Marketing And Document Management Solutions" 2016).
Further, the decision criteria will be developed in order to select the best alternative from the
given alternatives by qualitative alternatives that includes competitive advantage, ease of
implementation, ethics, flexibility and availability of resources and capabilities and quantitative
alternatives includes profit, cost, return on investment, market share and cash flow. Further, the
desired solutions will be recommended in the report then the implications and implementations
of the solutions with the realistic suggestions will be given at the end of the report.
Issue
The issue of the Adobe South East Asia is the captured market. The company wants to return the
shareholder's value as the other successful companies. But the company is not growing because
of the captured market and the managing director of the South East Asia Adobe, Stephen Hamill,
believed that this issue is even bigger than expected. The company is facing this issue from the
last 20 years and the ethical issue is lack of integrity and trust between the Adobe and
customers because the customers are not getting the best solutions according to their
desire. The technology which the company used to overcome the main issue of captured
market gave more rise to this ethical issue which is impacting the decision making process
of the Adobe as well. The managing director is worried that how the company will shape up
because they are continuously failing in order to eradicate this problem. The company is
incurring huge losses by implementing various solutions in order to overcome this issue.
Causes
As the problem was bigger than expected, the Adobe used the buyer technology for the saturated
market in order to provide solutions to the customers. As the digitization of content, information
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is modifying the process of buying technology. It is a costly affair to get access to the software.
The company failed in this as the people were not able to use the technology because they were
not able to afford it or they didn't want to use it. The company spent a huge amount in bringing
the software of buyer technology to the market. But the company failed in doing this, and this
gave more rise to the problem of captured market. The people who were buying the software
were not able to access it because of the technicality in the software. The company was doing
every possible thing to overcome the issue but whatever they were doing that was impacting the
company negatively and gave more rise to the issue of captured market.
Alternatives
Adobe should understand their customers before developing and implementing any strategy.
Instead of using buyer technology, the Adobe should have used another strategy in order to
overcome the issue of captured market. Some of the alternatives are as follows:
 Real time data integration
The Adobe should start using the real time data integration as the company will be able to
streamline the data sharing of the video to the customers in a wide variety which will also help
the Adobe to improve the operations of the business. This will help in delivering the data of large
volumes to the customer. People who will be sharing the data will be able to control the sharing
of video based on the desired triggers (Gal, Avigdor 2015).
 Metrics of the quality of experience
This will help in knowing the impact of the quality engagement, time which will be spent, etc.
(Nguyen et al., 2012). This will help in getting a clear vision in order to view the videos, and this
will also help in collecting the data which will occur due to buffering, the errors will be easily
identified and eradicated (Balachandran et al., 2012). Metrics of the quality of experience will
help in developing the higher engagement of the viewers. The problem of captured market would
not have occurred which is troubling the Adobe from past 20 years. As the market is saturated,
the metrics of the quality of experience will help in engaging the customers at a fair cost.
 Enhancement to acquisition tracking of mobile app
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With the mobile apps, it will be easy to measure and track the acquisition, and the activity can be
easily downloaded. The URL dynamics can be built, and the data can be collected on the reports
of affiliate traffic. Therefore, this will help the customers to easily track the acquisition and
download the various activities. This technique is also having the feature of push messaging
which contains personalized notifications in order to engage the customers and retain them (Li et
al., 2014). This technique will help the customers to measure the metrics for discovery and
success. Therefore if the company would have used this technology, then the problem of
captured market was not there. The Adobe would be able to shape up and return the shareholder's
value to them like other successful companies.
 Over-the-top analytics
The analytics should use the over the top analytics in order to offer a standardized dimension of
apps and videos for the connected devices of over-the-top. This will help in getting a view of the
engagement of content. This will also help in learning the behavior of the viewer which will
maximize the opportunities for the monetization of ads (Kokaram et al., 2015). Therefore, the
Adobe should have used this technique in order to grow, and there would have been no issue of
captured market.
Decision criteria
Qualitative Comparison between the Alternatives
The alternatives which are recommended in the report above have some common points of
qualitative comparison. The points of qualitative comparison include- flexibility, ease of
implementation, resources, and capabilities which are available, ethics and competitive
advantage.
COMPETITIVE ADVANTAGE
Real time data integration
(alternative 3)
Sending the videos to the customers in a wide
variety by streamlining the data sharing.
Metrics of the quality of experience
(alternative 1)
Identify the quality of engagement, identifies
the issues in error and buffering and eradicate
them resulting to customer engagement and
competitive advantage.
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Enhancement to acquisition tracking
of mobile app
(alternative 2)
Easy to measure the acquisition and download
the activity and provides personalized
notification which will help Adobe to provide
best solutions to the customers at the right
time with increased business value.
Over-the-top analytics
(alternative 4)
Usage of devices will increase the content
engagement
EASE OF IMPLEMENTATION
Metrics of the quality of experience
(alternative 1)
Adobe will not require many changes in order
to implement this.
Enhancement to acquisition tracking
of mobile app
(alternative 2)
There will be some changes required as the
software is needed in order to track the
acquisition but will be less costly.
Real time data integration
(alternative 3)
It is easy to implement, but it has fewer
advantages as compared to the alternative 1
and 2 for Adobe.
Over-the-top analytics
(alternative 4)
It will be very costly to implement as the IP
connected devices will be required but it will
provide standardized dimensions of the app.
FLEXIBILITY
Metrics of the quality of experience
(alternative 1)
Adobe will be highly flexible as the changes
can regularly be made with ease.
Enhancement to acquisition tracking
of mobile app
(alternative 2)
Adobe will be more flexible with this
alternative
Real time data integration
(alternative 3)
Adobe will be less flexible as compared to
alternative 1 but has various benefits.
Over-the-top analytics Adobe will be less flexible as the devices will
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(alternative 4) be required to be regularly updated.
AVAILABILITY OF RESOURCES AND CAPABILITIES
Metrics of the quality of experience
(alternative 1)
Less money will be invested as the only
software will be developed, and the current
resources will be required accordingly.
Enhancement to acquisition tracking
of mobile app
(alternative 2)
The money will be spent on the marketing
managers as they have to make promotion
plans and strategies in order to make the
customers learn about the tracking of
acquisition.
Real time data integration
(alternative 3)
The money will be invested on the staff in
order to increase their efficiency.
Over-the-top analytics
(alternative 4)
More training will be given to the engineers
in order to handle the devices regularly. More
money will be required in their training.
ETHICS
Metrics of the quality of experience
(alternative 1)
Adobe can transform the changes easily and
ethically.
Enhancement to acquisition tracking
of mobile app
(alternative 2)
The changes will be made ethically to some
extent only as a lot of transformation will be
required.
Real time data integration
(alternative 3)
The changes will be ethical to some extent.
Over-the-top analytics
(alternative 4)
The changes will not be ethical for the staff
and customers.
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Quantitative Comparison between the Alternatives
The alternatives which are recommended above in the report have some points of quantitative
comparison. The points of quantitative comparison include return on investment profit, cash
flows, market share, and cost.
Highest Value 2nd Highest Value 2nd Lowest Value Lowest Value
Metrics of the
quality of
experience
(Alternative 1)
Enhancement to
acquisition
tracking of
mobile app
(Alternative 2)
Real time data
integration
(Alternative 3)
Over-the-top
analytics
(Alternative 4)
Profit
• The earned
profit will be
shared with the
shareholders,
customers,
staff and the
managers of
Adobe.
• The earned
profit will be
shared with the
shareholders
and the
customers to
some extent.
• The profit will
not be shared by
anyone. But the
staff will get
compensated.
• The earned
profit will
completely
belong to the
Adobe.
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Cost
• Only basic cost
will be
required in
implementation
• Some
additional cost
will be
required.
• More than the
additional cost
will be incurred
in the
implementation.
• Additional cost
will be required
in order to train
the staff to
handle the
devices.
Return on
Investment
• Required to
share the
shareholders
like the
competitors.
• Doesn’t require
to share the
profit with
anyone.
• Employees will
get the share to
some extent
along with
customers.
• Adobe will only
keep the share.
Market Share
• High
Competition.
• Relatively low
Competition.
• Low
Competition.
• No Competition.
Cash Flows
• High
Competition
and profit will
be shared with
shareholders
and employees
and customers.
• Relatively low
Competition
and profit will
be shared with
customers and
shareholders to
some extent.
• Lowest
Competition and
not profit will be
shared.
• No Competition
and the profit
will be kept by
Adobe.
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Recommended solutions
From the decision criteria, it has been concluded that in qualitative comparison the alternative 1
is easy to implement and it is also flexible to use and transform and it can implement with the
help of available resources ethically as compared to the other alternatives. According to the
quantitative comparison, the alternative 4 has the highest value, and the alternative 1 has the
lowest value as shown in the table because in alternative 1 the profit is divided among
shareholders, staff and customers. Being an individual, I would like to suggest that alternative 1
is the most suitable for Adobe because it has many advantages and easy to implement with less
cost as compared to other alternatives.
Implementation and implication
The company should look at the given recommended alternatives in order to overcome the
problem of captured market. If the Adobe does not take the recommendations seriously, then the
company will not be able to shape up for the next 20 years as well. The alternative 1 will help in
identifying the impact of the quality management and will help in identifying the issues of error
and will eradicate them by providing content engagement to the customers. The other
recommended alternatives are also beneficial but being an individual’s opinion the alternative 1
is most suitable for the Adobe.
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REFERENCES
"Adobe: Creative, Marketing And Document Management Solutions". 2016. Adobe.Com.
http://www.adobe.com/.
Balachandran, Athula, Vyas Sekar, Aditya Akella, Srinivasan Seshan, Ion Stoica, and Hui
Zhang."A quest for an internet video quality-of-experience metric." In Proceedings of the 11th
ACM Workshop on Hot Topics in Networks, pp. 97-102. ACM, 2012.
Gal, Avigdor. "Big data integration." In Keynote speech at international conference on open and
big data (OBD 2015). 2015.
Kokaram, Anil, Regis Crinon, and Nicolas Catania. "OTT (Over-The-Top) in 2015." SMPTE
Motion Imaging Journal 124, no. 6 (2015): 65-68.
Li, Muyuan, Haojin Zhu, Zhaoyu Gao, Si Chen, Le Yu, Shangqian Hu, and Kui Ren."All your
location are belong to us: Breaking mobile social networks for automated user location tracking."
In Proceedings of the 15th ACM international symposium on Mobile ad hoc networking and
computing, pp. 43-52. ACM, 2014.
Nguyen, Le Thu, Richard Harris, and Jusak Jusak. "Analysis of networking and Application
Layer derived metrics for web Quality of Experience." In2012 IEEE Consumer Communications
and Networking Conference (CCNC), pp. 321-325. IEEE, 2012.
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