NEWS11 November 2011
US— Adobe, which bought the Omniture web analytics business two years ago, is setting out to be “the leader in solutions to manage, measure and optimise digital marketing and advertising” with a company restructure.
The software firm, best known for its creativity tools like Photoshop and Flash, is to lay off 750 employees as it reorganises around two business lines, Digital Media and Digital Marketing.
Digital Media will encompass all the tools for creating and publishing content, while Digital Marketing focuses on the analytics software that allows advertisers to track how campaigns are performing and to customise them for specific audiences.
CEO Shantanu Narayen said Adobe is “doubling down” in markets that are “rich with opportunities for innovation and growth”. “Our mission is to produce the world’s content and maximise the impact of that content,” he said.