Adobe in Russia grew by 260%

    Adobe summed up the first year of work in Russia, calling the country one of the priorities. According to the results of the third quarter of fiscal 2007, Adobe's sales in Russia grew by 260%. The local representative office of the company for the first time received its development plan.

    Adobe Corporation announced the results of its annual stay in the Russian market. Adobe's best-selling product in the country today is Creative Suite 3, followed by Adobe Photoshop and Acrobat. The head of the company’s representative office in Russia and the CIS, Pavel Cherkashin, said that the priority of sales is precisely product packages, not individual programs.

    According to the results of the last III quarter of fiscal year 2007, sales of Adobe products in Russia grew by 260%, while a similar indicator of the company worldwide grew by about 40%. The company did not disclose absolute sales figures, as well as Russia's share in the total “pie” of Adobe sales.

    Mr. Cherkashin told CNews that Russia, the CIS countries and Eastern Europe are priority markets for the company. Considering that currently the main sales of Adobe are focused in Moscow, the company plans an active expansion in the regions of Russia. In the CIS, Adobe will pay attention primarily to Ukraine and Kazakhstan. Currently, products have been localized into Russian for a relatively long time (Adobe Acrobat, Adobe Reader and Creative Suite are ready), and localization into Ukrainian has begun (Adobe Acrobat, Adobe Photoshop, Adobe InDesign, Adobe Illustrator are ready). In the near future, the company plans to localize several more of its key products into these languages.

    An indicator that Russia is one of the top priority markets for Adobe is also the fact that the company’s representative office in Russia, which has grown from one to six employees since its inception, plans to expand actively (in 2009, about 30 employees should work in the representative office ) and even got its development plan. The main tasks from 2008 to 2011. there will be an active fight against piracy - in particular, cooperation with the BSA - and a number of additional measures that, as a result, according to Adobe's plans, should reduce the level of piracy of the company's products to about 70% (now it is about 84%).

    Another priority for Adobe is collaboration with government and educational institutions and active work with both retail and OEM. As for retail, in the period from 2009 to 2011. Adobe hopes to get about 1 million customers in Russia. The already mentioned regional expansion will be important.

    In addition, Adobe plans to expand collaboration with individual industries. We are talking primarily about telecom, finance, oil and gas. The plans also include the development of the consulting direction Adobe Consulting.

    In terms of products, Adobe plans to actively develop, in particular, the online direction, will pay more and more attention to mobile users. It is in Russia that the company plans to focus especially on the development of video production, web design, mobile content and e-learning.

    An important point is that Adobe began its production in Russia and intends to seriously develop this area. In late 2007 - early 2008 the company's production in Russia will provide customers with localized Photoshop Elements 6.0 and a number of other commercial products. According to Pavel Cherkashin, shipping costs and customs costs average about 30-50% of the final price of a product in Russia. Production will help to effectively reduce the share of this type of cost. Currently, the company sells its products in Russia with the help of authorized resellers and distributors. They themselves do not plan to sell.

    “It is clear that the excellently growing sales of Adobe in Russia are due to the large-scale process of legalizing software in the country. First of all, the legalization campaign is focused on Microsoft products, but it also seriously affected Adobe products - they are very popular in Russia and the overwhelming majority of counterfeit investigations also appear, ”said Oleg Savtsov, Deputy General Director of Armada . According to the expert, the goal set by Adobe to reduce piracy is quite real: “The main consumers of Adobe products in Russia are companies, and the process of legalizing them is somewhat easier than in the case of private users.”

    Regarding the expansion of the company online and towards mobile users, Mr. Savtsov believes that the company has a chance of success: “Of course, it’s rather difficult to say for sure, this is a very unexpected step by Adobe. Nevertheless, the company can advance ahead if it offers any non-standard solutions that are different from those of Microsoft and Google. Adobe may try to reach undeveloped niches. So, there are more and more new devices, it is worth recalling the same Apple iPhone. Microsoft and Google have not yet begun to widely offer their designs for this product, and Adobe, for example, may do so before them. ”

    Note that the gradual legalization of software in Russia has significantly improved the financial performance of many companies. Recently, good growth, due, in particular, to the positive effect of reducing the level of piracy, was shown by Kaspersky Lab - 130%, Microsoft Russia - 107%, AutoDesk - 160%, etc.

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