Beruflich Dokumente
Kultur Dokumente
Aminreza Pournorouz
PSD
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Seminar2-Group3
Aminreza Pournorouz
PSD
Although the remarkable penetration of Adobe Reader between end users leverage
retailers (eBook e-stores) to follow Adobe, Microsoft relationship with Amazon, the
eBook market leader of eBooks, provided them a leading position compares to
Adobe.
Consumers
Acrobat Reader can be installed on all kinds of operating systems (i.e. Win, OS X,
and Linux) and have printing capabilities. Adobe reached over 200 million Acrobat
Reader downloads. Microsoft on the other hand, was only compatible with Windows.
Although Windows has remarkable market penetration, the difference between a
product that users download intentionally and an exigent add-on in operating
system tells the story. Microsoft and Adobe competition extended to PDAs where
both suffered from lack of sufficient innovation. User consumption behavior has
changed from desktop-laptop to mobile-portable devices. New players with fresh
innovation emerged into the market to satisfy complex needs of mobile users (the
rise of Gemstar). PDF is the leading standard although the market share dropped
significantly.
3. What should Adobe do? How can they win the standards
war? Should they focus on eDocs or eBooks? Will the eBooks
market tip or will there be multiple standards? How can
Adobe make money in this market?
The future of eBook market is unclear and innovation is a difference maker. If Adobe
wants to lead the market they should challenge competitors, not be challenged by
them. Therefore, the long term strategy should converge toward be innovative to
stay competitive.
Adobe needs to use its strong history of cooperation with publishers and
manufacturers to create alliance (Network Effects).
Adobe should identify major PDF deficiencies against customer needs by listening to
PDF detractors. Consumers behaviors and needs change rapidly and the PDF must
be responsive to stay as dominate de facto standard. As a deficiency example, PDF
is designed for A4, A3 page sizes (mostly for paper print purposes). PDF has not
been designed for screen dominates sizes rates like 4:3 or 16:9. Therefore, users
need to scroll up/down zoom in/out to read a document. Adobe should leave PDF
prejudice. Stationary-screen and mobile-screen users needs may fulfil with a fresh
product.
To address deficiencies (or develop new product) and align PDF with emerged
customers needs Adobe may need new company acquisition for responsive action.
Page 2 of 3
Seminar2-Group3
Aminreza Pournorouz
PSD
Adobe should think out of box. What are the major factors that make future of
eBook uncertain? Display readability, size, and readers battery life? If major
uncertainties are related to Readers, Adobe needs to develop reader(s) preferably
within an alliance of corporates (e.g. Sony, Amazon, Samsung, Apple and etc.). If
Adobe exist in an innovative future proof eBook solution eco system, it will be hard
to replace by consumers.
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