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This case study provides details of how Adobe transformed its business from an on-premise boxed product business model to a subscription and cloud-based digital services business model.


  • Ovum identifies the eight attributes that must be orchestrated to create an effective and complete business transformation to a digital services business model.
  • Adobe’s transformation exhibits customer-adaptive thinking and organizational coherence.

Features and Benefits

  • Provides valuable lessons for any business seeking to transform itself into a digital services provider.
  • Provides valuable lessons in how to complete a successful digital transformation.

Key questions answered

  • How did Adobe transform itself into a digital services provider?
  • What are the ingredients for a successful digital transformation?

Table of contents


  • Catalyst
  • Ovum view
  • Key messages


  • Recommendations for enterprises
  • Recommendations for vendors
  • Eight attributes that must be orchestrated to create a successful business transformation
  • Visionary leadership is essential to create the customer-adaptive enterprise
  • Engaged and empowered workforce
  • Collaborative
  • Acute sensing capabilities
  • Rewarding and pervasive customer experience
  • Continuous innovation
  • Adaptive and simplified processes that span the value chain
  • Adaptive enterprise architecture

Adobe's transformation exhibits customer-adaptive thinking and organizational coherence

  • A new vision supported by core values to become a cloud company centered on the customer experience
  • The shift to a subscription-based digital service provider model involved risks and a willingness to experiment
  • Adobe relentlessly moves up the customer experience delivery value chain, through acquisition and Agile development
  • From narrow solutions to a more complete customer engagement capability
  • Adobe's transformation has resulted in the promised growth
  • Adobe has established its customer-adaptive credentials


  • Methodology
  • Further reading
  • Author

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