Mark Garrett biography
Adobe executives discuss the company’s move from selling shrink-wrapped products to offering web-based software and services.July 2015
Over the past five years, Adobe Systems has remade itself as a cloud company. 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 license—where customers pay once and can use the software indefinitely. 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.
In large part because of Adobe’s transition to the cloud, the company has seen its fortunes turn. Its stock price has more than tripled, overall revenue growth has climbed from the single digits five years ago to the double digits today, and recurring revenue has climbed from 19 percent in 2011 to 70 percent of total revenue today. The number of subscribing customers is more than four million and rising.







