????盡管如此，Adobe在營銷領域的努力意味著它必須要和IBM、微軟、甲骨文（Oracle）和谷歌等財大氣粗的企業(yè)進行競爭，這些公司在企業(yè)軟件市場上的經(jīng)驗要比Adobe更加豐富。隨著Adobe的收費模式由出售包裝軟件向云服務轉變，他們之間的競爭還遠沒有結束，而這也是Adobe面臨的最大的不確定性因素。分析師古德曼徹指出：“我們不知道明年的情況會怎么樣，也不知道它能否成功吸引更多用戶?！?/p>

????納拉延和林奇對這種懷疑表示不屑，他們說，更糟糕的情況他們也見過。兩年前，Adobe曾與已故蘋果CEO史蒂夫?喬布斯進行過一場論戰(zhàn)，喬幫主拒絕在iPhone和iPad上支持Flash，而且曾公開貶低Adobe的Flash技術。Adobe最終輸?shù)袅伺c蘋果的口水戰(zhàn)，并于去年停止了針對移動瀏覽器的Flash研發(fā)，轉向開源平臺以及由蘋果和谷歌領銜的HTML5技術。福雷斯特公司的分析師杰弗里?哈蒙德說：“現(xiàn)實是，與蘋果的論戰(zhàn)給了Adobe沉重打擊，而且他們也從中汲取了教訓?！?/p>

????Adobe公司在2011年11月宣布了它的后Flash時代戰(zhàn)略，同時宣布了公司的重組計劃，將數(shù)字營銷和Creative Cloud作為公司的重中之重。雖然最吸引眼球的是Adobe與蘋果的Flash大戰(zhàn)，但事實上，Adobe公司的前途，卻與當天宣布的其它計劃緊緊地系在一起。納拉延說，隨著軟件的演變，Adobe也會隨之演變?，F(xiàn)在Adobe必須證明自己有保持業(yè)務增長的能力。

????譯者：樸成奎

????Still, Adobe's marketing push means going up against deep-pocketed companies like IBM, Microsoft, Oracle (ORCL), and Google -- all of which are more experienced in the enterprise software market. As for the shift from boxed software to subscriptions: It is far from over. In fact, it is the company's greatest source of uncertainty. "We won't know for another year," notes analyst Goldmacher, "whether it will bring more users into their franchise."

????Narayen and Lynch shrug off that skepticism, saying they've seen worse. Recall that two years ago Adobe was engaged in a high-profile war of words with Apple CEO Steve Jobs. Jobs refused to support Adobe's ubiquitous Flash standard on iPhones and iPads -- and he wasn't shy about publicly berating the technology. Adobe ultimately lost the battle and last year moved to put the controversy behind it by?ceasing Flash development for mobile browsers?and embracing open-source platforms and the HTML5 web standard championed by Apple and Google. "The reality was that the fight with Apple smacked them hard, and they learned from it," says Forrester analyst Jeffrey Hammond.

????Adobe's post-Flash strategy was announced in November 2011, alongside the restructuring that made digital marketing and Creative Cloud the company's top priorities. It was, of course, the Flash news, with its notes of melodrama, that grabbed headlines. As it turns out, the company's future is tied to the other plans announced that day. Narayen says that as software changes, so will Adobe. Now it must show that that will keep its business growing.