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Adobe Acrobat 2017 (Perpetual Release)

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Presentation on theme: "Adobe Acrobat 2017 (Perpetual Release)"— Presentation transcript:

1 Adobe Acrobat 2017 (Perpetual Release)
June 5, | Lisa Niday

2 Content Acrobat 2017 Release Summary
Business Situation, Strategy & Insights What products will be in channel Marketing Objectives & Strategy End of Support for AXI Important Dates, Pricing, Plans & Policies Sales & Channel Enablement Content Key Milestones Q&A

3 Acrobat 2017 Release What’s Happening Products Routes to Market
Release new version of Acrobat perpetual Rebrand the perpetual product, Adobe Acrobat 2017 Adjust volume discount curves to create economic differentiation between perpetual and subscription Products Adobe Acrobat Pro 2017 Adobe Acrobat Standard 2017 Adobe Acrobat Reader 2017 Routes to Market Channel (Distributor; Reseller; & eTail/Retail partners) Adobe.com (Store Catalog) Enterprise Ship Date Tuesday, June 6 On the price list in May On Adobe.com it is carried but not marketed

4 Here’s what you are selling
Acrobat Standard & Pro DC Subscription versions of the product VIP (team or enterprise) Receives new features each quarter Installer referred to as “Continuous” Acrobat Standard & Pro 2017 Perpetual versions of the product Includes features from the last 8 quarters of updates from Acrobat DC subscription Only gets security patches quarterly Installers referred to as “Classic” Sold via TLP or CLP Fall back offer only

5 Why are we doing this? Deliver updated product to customers who aren’t yet ready to move to subscription Distinguish naming for perpetual vs subscription product as clear differentiator Adjust volume discount curves to create economic differentiation between perpetual and subscription Customers have asked for an updated version of the Acrobat DC “Classic” build that includes features added in the subscription “Continuous” track since the last release in April 2015 There is a need to differentiate the Acrobat perpetual offer from the subscription offer to eliminate any remaining brand confusion in market

6 Marketing Objectives & Approach
Support Acrobat perpetual release to help drive total units of Acrobat while maintaining the focus of most customer-facing marketing on the value of subscriptions Approach No full “launch” or inflection point with typical press and marketing push Rebrand perpetual product to further delineate between the subscription and perpetual offering With IT, leverage AXI end-of-support to start a migration conversation, and lead with value of Acrobat DC subscription. Perpetual is the fallback option Implement targeted approach with key segments talking to the value of subscription, with Acrobat 2017 as a fall-back option for those not ready for subscription Ensure swap from DC perpetual to Acrobat 2017 in etail/retail

7 End of Support on Acrobat XI
Opportunity to have conversations with Acrobat XI customers Goal is to migrate TLP/CLP customers to subscription (DC) via VIP (enterprise or team) Acrobat 2017, fallback offer for customers not being ready for subscription Support ends October 15, 2017 What this means: no support, patches or security updates What we will be providing to help you have the conversation: template Conversation Guide Blog post

8 Acrobat 2017 Pricing Summary
Full Licenses MSRP remains the same, except Japan & ANZ (F/X changes) Upgrade Licenses Prices remain 45% of Full License Price (except JP/ANZ) Upgrade Plan Prices remain the same at 15% of Full License Price Licensing Volume Discounts No change for EDU; discounts decreasing for COM/GOV (except Japan) Shrink Uplifts and Language Discounts No change Channel Margins No change (except DR) Japan changed base, but not discount levels ROW kept the base, but changed the discount levels Discounts have been eliminated for TLP; lowered for CLP across the board. Implement F/X pricing adjustments for Yen and AUD across all segments. (AUD prices are being adjusted for other products in June.) Eliminate 250, 500, 750, and 1000 CLP-packs, but keep the 50 and 100 packs WW. Reduce CLP discounts in order to generate marginally more revenue. Reduction in Commercial CLP discounts from 3-15% down to 1-10% for all currencies other than Yen. Reduction in Government CLP discounts from 20-27% to 18-23% in USD and EUR and from 35-40% to 34-38% in AUD.

9 Acrobat 2017 Volume Discounts – North America
Commercial Government Education Points DC 2017 TLP 1 0% 12% CLP 8K 3% 1% 20% 18% 5K 40% 2 100K 6% 4% 300K 27% 23% 50K 45% 3 9% 5% 50% 4 1M 8% 5 5M 15% 10% Discounts decreasing for COM/GOV. No change to EDU.

10 Acrobat 2017 Volume Discounts – Worldwide
Commercial Government Education USD, EUR, AUD JPY USD, EUR AUD DC 2017 TLP 1 0% 12% 20% 22% CLP 3% 1% 8% 18% 35% 34% 37% 40% 30% 2 6% 4% 13% 27% 23% 38% 42% 45% 3 9% 5% 50% 4 5 15% 10% 28% Discounts decreasing for COM/GOV (except Japan)

11 Acrobat 2017 CLP Pack Discounts
Acrobat Standard and Pro Pack Size License Type Discount 50 Full and upgrade licenses 3% 100 Full licenses only 5% No change to CLP Pack Discounts, but will only offer 50 and 100 packs. Discontinue offering 250, 500, 750, and 1000 CLP Packs, but keep the 50 and 100 packs WW. Discounts stated here are in addition to CLP volume discounts.

12 Acrobat 2017 Education Pricing
No change to perpetual base pricing Perpetual Acrobat 2017 Pro USD EUR - LL EUR - IE AUD JPY TLP/CLP 159 189 207 23,800 Student Teacher Edition STESD – eTail – no changes 119 79 116 21,400 Student Shrink Deferred ESSD – Langs: UE, D, J, EAP, EUW No change to USD and EURO. JP and ANZ had F/X rates applied. (Yen and AUD)

13 Upgrade Paths Maintaining policy of perpetual upgrades from two versions back. Acrobat XI Pro > Acrobat Pro 2017 Acrobat Pro DC > Acrobat Pro 2017 Acrobat XI Standard > Acrobat Standard 2017 Acrobat Standard DC > Acrobat Standard 2017

14 Customers with Active Upgrade Plan
Adobe Volume Licensing Customers (AVL CLP 5 and TLP 5) with Upgrade Plan Upgrade Plans must be valid on the announce/ship date (June 6, 2017) in order for customers to receive their Licensing Upgrade Entitlements (LUE) to the applicable Acrobat 2017 upgrade. The primary LWS licensing contact will receive an notification that directs them to LWS, where they may retrieve their upgrade license(s) and claim their coupon(s) for media. Serial numbers are not included in the for security reasons. System generated -notifications for eligible Upgrade Plan customers will begin within 10 business days of the ship date Ensure that customer addresses are accurate in LWS prior to ship. For more detailed information on qualifying upgrade customers, reference the Acrobat 2017 Licensing Upgrade Entitlement Guide that will be located on Readiness on the announce date.

15 Upgrade Plan Licensing Entitlements
Qualifying Upgrade Plan customers will receive the following License Upgrade Entitlement (LUE): Customer has Will receive Acrobat Standard Upgrade Plan Acrobat Standard 2017 Acrobat Pro Upgrade Plan Acrobat Pro 2017

16 Post Announce Eligibility Period
Post Announce Policy Adobe will automatically fulfill license customers with the Acrobat 2017 upgrade if they purchase Acrobat DC after the public announce date. Shrink customers must contact Adobe for their upgrade. In order to qualify, customer must have purchased Acrobat DC within the Post Announce periods reflected below: Language Post Announce Eligibility Period End of Eligibility* All languages are WW public announce calendar days (Policy change for LUE policy) June 6, 2017 Oct. 31, 2017 Note: Acrobat 2017 has silent grace period past the typical 90 days, due to retail channel product reset schedules. There are four major retailers in NA who will not have product in store until Sept/Oct. * Customer must claim their no-charge upgrade by the End of Claims date (15 calendar days from the end of the eligibility date – Nov 15, 2017)

17 What’s New for Acrobat 2017 Features (see next slide for detail):
Naming: Creating clear differentiation between subscription and perpetual offering Pricing: Decrease in volume discount tiers Japan/ANZ list price (adjusted for FX) Modest reduction in CLP & GOV discount curves Features (see next slide for detail): Easily compare files (Pro only) Tabbed viewing Create new bulleted lists Easier scan to PDF Use digital IDs Improved Tools Search FTE/To Do List/Walkthroughs Send and managed shared reviews on Mac Select UI theme Enhanced commenting Draw using DirectInk Preview files

18 New Features in Acrobat 2017
Easily compare files Quickly and accurately detect differences between two PDF files with the all-new Compare Files tool. Tabbed viewing Open multiple PDFs in a single window. Click or tap to switch from one PDF to another, or drag to rearrange. Create new bulleted lists Do more with PDF editing. Create brand new numbered or bulleted lists while working in the Edit PDF tool. Easier scan to PDF With the new scan-to-PDF workflow, it’s easy to choose the best scanning options and get the best results. Use digital IDs Digitally sign, certify, and verify documents more easily with the updated Certificates tool. Improved Tools Search Use the enhanced Tools search to quickly find the tool you need to complete a given task. FTE / To Do List / Walkthroughs New First Time Experience cards and “To Do” list with associated walkthroughs. Send and manage shared reviews on Mac Initiate and participate in SharePoint-based shared reviews from Mac to give and get feedback quickly. Select a UI theme Change Acrobat’s look to reflect your taste. Choose the default light theme or the new dark theme. Enhanced commenting The redesigned touch-friendly interface makes it easier than ever to give and get fast, clear feedback. Draw using DirectInk Use your finger or a hardware pen to draw and write more smoothly on PDFs on Windows 10 devices. Preview files Preview files and use shortcuts to launch popular tasks and tools directly from the Home view. Red = Acrobat Pro only

19 What’s not changing for Acrobat 2017
Product identity & logo Entitlements for perpetual will mirror previous version MSRP remains the same (except Japan and ANZ) Shrink languages for commercial and education are the same Upgrade Plan is not going away; will support two versions back (Acrobat DC & Acrobat XI) Focus in channel is still on subscription with Acrobat 2017 being a back up offer

20 Acrobat & PDF Services: Product Offerings & RTMs
Includes RTM/Buying Program Adobe Acrobat Pro & Standard DC Individual: Desktop app, PDF services, and access to premium mobile app features Team: Same as individual, plus Admin Console for teams and technical support Enterprise: Same as individual, plus Admin Console for enterprise and enterprise technical support Adobe.com Apple & Apple.com Adobe Resellers; Distributors; ABD/ VIP Adobe Resellers; Distributors; ABD; Sales/ VIP & ETLA Adobe Acrobat Pro 2017 & Standard 2017 (NEW) Acrobat desktop app plus free Document Cloud services Acrobat desktop app plus free Document Cloud services with discount savings for volume purchases Enterprise: Acrobat desktop app plus free Document Cloud services with 3-year customized agreement Adobe.com/store – Product catalog only eTail & Retail Adobe Resellers; Distributors/ CLP & TLP ETLA Adobe Acrobat Reader DC Subscription reader Reader Download Center (RDC) Adobe Acrobat Reader 2017 Perpetual reader. Without service integrations. Enterprise PDF Services (PDF Pack, Export PDF, Send & Track) Online services Reader Lead Offer New/Fallback Option

21 Acrobat 2017 Content Overview
Objective Support perpetual release and provide updated content to Channel & Enterprise Approach Update current Acrobat DC collateral and sales tools by removing perpetual and updating the tagline Create channel assets and sales tool for Acrobat 2017 where perpetual is the only offering sold, and to support Channel web properties Only Acrobat 2017 customer-facing assets are channel copy, boxshots, POSA images, and logotypes Leverage opportunity to reinforce the value of subscription/VIP, and if not ready for subscription it’s still a good time to “upgrade

22 Marketing Assets: Boxshots, POSA keycards, logotypes
Q2 Campaign Kits Discover Explore Evaluate Internal/Enablement Business Priority Migrate Acrobat 2017 release 2017 Channel Copy for resellers – Family, Pro, Standard 2017 Channel Copy for eTail/Retail – Pro, Standard Top Feature Images Acrobat Product Matrix Comparison (update) Acrobat Conversation Guide Acrobat 2017 FAQ Acrobat 2017 CLP Pack Overview (update) Acrobat Perpetual Deployment Walkthrough Deck (update) Acrobat 2017 Enablement Deck – UE only The right Acrobat for your customer Question Guide (updated) Acrobat DC subscription – AXI end of support Execution Guide DC Channel copy - Family, Pro, Standard AXI EOS Channel template AXI Sales copy Acrobat DC for business overview (update) Industry leading security in Acrobat DC (update) Acrobat Product Matrix (update) Buying Guide (update) Reasons to call (no updates req’d) Light AXI EOS Conversation Guide Handling Objections (AIG) Why subscribe to Acrobat DC (update) Acrobat DC for enterprise FAQ (update) Acrobat VIP & ETLA Comparison - Internal (update) Does not include education Marketing Assets: Boxshots, POSA keycards, logotypes

23 Key Milestones: Acrobat 2017 Release
Ship 6/6 June Price List 5/1 AIG & Adobe.com Updates Live 6/6 Japan Street Date TBD Silent Grace Start Date May 7 Partner Eseminar Week of 6/5 DC Last order date June 5 May June Localized Content Available 5/1 23 23

24 Q&A

25 Appendix

26 Important Dates – All Language Tiers
Acrobat 2017 Announce & Ship June 6, 2017 All Tiers Channel Pricelist Acrobat 2017 shrink and licensing skus will appear on June price lists. May 1, 2017 All Tiers licensing first order date Shrink first order date: all tiers May 22, 2017 Shrink ship date: all tiers June 6, 2017 Adobe.com store order date All Tiers Acrobat DC shrink last order date June 5, 2017 All Tiers Acrobat DC perpetual licensing last order date Japanese Street Date (date product scheduled to be in retail stores) June 16, 2017

27 Acrobat 2017 base prices by key currencies
Perpetual Pro Standard Currency Full Upgrade USD – NA 449 199 299 139 USD – ROW EUR – LL 559 239 349 165 EUR – IE 475 205 295 AUD 584 259 389 181 JPY 62,800 29,200 39,800 19,800 Public facing document for exchange increases. All prices are excluding VAT. Local VAT will be added to base price.

28 Margins – No Change No changes No changes Comm/ Govt Edu
ADC USD NA 2017 USD NA ADC USD ROW USD ROW ADC EUR 2017 EUR ADC JPY JPY ADC AUD 2017 AUD Comm/ Govt Licensin g [a] 11% 16% 15% 10% Shrink [b] 26% Retail- Brick/mor t 18% n/a Edu ESD-STE [b] STESD Shrink [b] ESSD No changes No changes

29 Acrobat 2017 Languages Tier 1 2 Language Standard PRO Win PRO Mac √ 3
UE English IE English French French Canadian German Japanese Spanish LATAM Spanish NA Spanish Italian Dutch Braz Port Swedish Norwegian Danish Finnish Standard PRO Win PRO Mac 3 4 5 Chinese Simplified* Chinese Traditional Korean Czech Hungarian Polish Turkish Russian Ukrainian Slovakian Slovenian English-Arabic ME English-Hebrew ME North African French √ √ √ No changes from Acrobat DC White background = shrink Yellow = will not ship for shrink * Yellow highlighted languages will not ship for shrink. In addition, Latin American English (LAE) shrink will not ship.

30 Branding: Same design elements

31 Branding: Acrobat naming & tagline updates
To differentiate the Acrobat offerings the perpetual product names and taglines will change Current Starting June 6th, Acrobat products available Acrobat Pro DC (subscription) Name Tagline Acrobat Pro DC The complete PDF solution for working anywhere. Acrobat Pro DC (no change) The complete PDF solution for a mobile, connected world. Acrobat Standard DC (subscription) Acrobat Standard DC Reliably create, edit, and sign PDFs. Acrobat Standard DC (no change) Reliably create, edit, and sign PDFs in a mobile, connected world. Acrobat Reader (subscription) Acrobat Reader DC Reader DC (no change) Acrobat Pro DC (perpetual) The complete solution for working with PDF documents. Acrobat Pro 2017 The complete desktop solution for working with PDF documents. Acrobat Standard DC (perpetual) Acrobat Standard 2017 Reliably create, edit, and sign PDFs. (no change) Acrobat Reader DC (perpetual) Acrobat Reader 2017 Updates include Perpetual product name changes & taglines Acrobat Pro DC (perpetual)  Acrobat Pro 2017 Tagline: The complete desktop solution for working with PDF documents Acrobat Standard DC (perpetual)  Acrobat Standard 2017 Tagline: Reliably create, edit, and sign PDFs Acrobat Reader DC (perpetual)  Acrobat Reader 2017 Subscription product tagline updates Acrobat Pro DC: The complete PDF solution for a mobile, connected world. Acrobat Standard DC: Reliably create, edit, and sign PDFs in a mobile, connected world.

32 Packaging

33 Acrobat 2017 Messaging Adobe Acrobat Pro 2017
Adobe Acrobat Standard 2017 Tagline The complete desktop solution for working with PDF documents Reliably create, edit, and sign PDFs Short description Polished and professional. That’s the impression you’ll make when you use Adobe Acrobat Pro 2017. Smart and organized. That’s how you’ll feel when you use Adobe Acrobat Standard 2017 to create, edit, and sign your company’s business documents. Long description Polished and professional. That’s the impression you’ll make—and the work you’ll deliver—when you use Adobe Acrobat Pro 2017 to prepare and share your company’s business documents. Get the complete desktop solution for working with PDF documents. From Adobe, the leader in secure digital documents for over 20 years. Smart and organized. That’s how you’ll feel—and how others will see you—when you use the PDF tools in Adobe Acrobat Standard 2017 to prepare and share documents. Create, edit, and sign documents with Acrobat Standard From Adobe, the leader in secure digital documents for over 20 years.

34 Acrobat DC Messaging Adobe Acrobat Pro DC Adobe Acrobat Standard DC
Tagline The complete PDF solution for a mobile, connected world. Reliably create, edit, and sign PDFs in a mobile, connected world. Short description Adobe Acrobat Pro DC with Adobe Document Cloud services is the complete PDF workflow solution. Combining Acrobat desktop software with the Acrobat Reader mobile app and Document Cloud services drives business faster and inspires a mobile, connected workforce. Adobe Acrobat Standard DC with Adobe Document Cloud services is the trusted PDF workflow solution. Combining Acrobat desktop software with the Acrobat Reader mobile app and Document Cloud services drives business faster and inspires a mobile, connected workforce. Long description Adobe Acrobat Pro DC with Adobe Document Cloud services is the complete PDF workflow solution for today’s mobile, connected world. Combining Acrobat desktop software with the Acrobat Reader mobile app and Document Cloud services helps you meet end-user demand for mobile solutions, lets your teams build smarter document workflows, and helps ensure document security across devices. From Adobe, the leader in secure digital documents for over 20 years. Adobe Acrobat Standard DC with Adobe Document Cloud services is the trusted PDF workflow solution for today’s mobile, connected world. Combining Acrobat desktop software with the Acrobat Reader mobile app and Document Cloud services helps you meet end-user demand for mobile solutions, lets your teams build smarter document workflows, and helps ensure document security across devices. From Adobe, the leader in secure digital documents for over 20 years.

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