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.