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With today's momentum around the disruption of the Flash platform within iPhone OS4.0, I felt it necessary to comment on the more significant piece of Adobe's revenue generation.
This is not to say that the iPhone OS is not relevant. On the contrary, the direction of the iPhone has obviously directly influenced the current iteration of the smartphone, the smartphone interface, and the smartphone market.
However, the bottom line reveals that the iPhone is a minor share-portion of the smartphone market, especially as the smartphone grows to be a more significant portion of the overall mobile market.
With that said, I would like to quickly comment on how disappointed I am that Adobe has not, more thoroughly, addressed the Oct. 2009 acquisition of Omniture.
What I see is an opportunity to combine two significant pieces of the digital media and marketing universe. Adobe should be incorporating the Omniture analytics and measurement product directly into the CS5 platform where digital media and marketing campaigns are born. This would offer an immediate ROI to any C-level executive looking to understand the relevancy of the digital campaign.
Instead, the FY-1Q-10 demonstrates a continued silo-approach to the acquisition. Yes, Omntiure acquired an additional 150 customers, and yes Adobe, "will debut [Omniture] integration with CS5," but the opportunity is greater than is currently being addressed in management's language.
The acquisition happened - there is obviously a long-term vision approach - but given the other controversy that has risen, and the expanse of time since the acquisition, I believe Adobe management is underplaying (or worse, doesn't understand) the incredible opportunity they have before them. Digital media marketing will be / is / has already become, the next avenue for a creative platform like Adobe.
As a strategist, I just want to hear these words out of management's mouth.
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