skip to main content
Close Icon We use cookies to improve your website experience.  To learn about our use of cookies and how you can manage your cookie settings, please see our Cookie Policy.  By continuing to use the website, you consent to our use of cookies.
Global Search Configuration


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

Recommended Articles


Have any questions? Speak to a Specialist

Europe, Middle East & Africa team: +44 7771 980316

Asia-Pacific team: +61 (0)3 960 16700

US team: +1 212-652-5335

Email us at

You can also contact your named/allocated Client Services Executive using their direct dial.
PR enquiries - Email us at

Contact marketing -

Already an Ovum client? Login to the Knowledge Center now