Print Page   |   Contact Us   |   Your Cart   |   Sign In   |   Join DMI
Site Search
dmi:Design Value Award Winner
Share |





Document Cloud: From Shrink Wrap to Subscription Model

Adobe Experience Design (XD)


The Adobe Experience Design (XD) team is a centralized global design organization reporting directly to one of Adobe’s Operations Staff members. Their mission is to provide experience-led innovation for the global leader in digital marketing and media solutions.


In recent years the subscription model has been a hot topic in the digital tool industry, with a focus on annual revenue rather than the cyclical revenue stream seen in the traditional perpetual shrink wrap model. Adobe released Creative Cloud, Marketing Cloud and now Document Cloud in a subscription model. Acrobat has been driving significant revenue for Adobe (currently there are 1.91 billion PDFs on the web) now Acrobat has also transitioned to subscription-based licensing.


This Experience Design-driven strategic initiative focused not only on XD, but also service design, ecosystem design, data-driven design, business design, and strategic design planning in order to transition from shrink wrap to subscription-based model. The design vision was executed across all major platforms and devices from several remote locations.

  • The adoption of Acrobat through Enterprise Term License Agreement helped grow Document Services annual recurring revenue $123M in 2014 and $94M in 2013.
  • On the customer side, business leaders have estimated that the potential benefits of addressing the 'document disconnect’ would increase revenue by 36%, reduce costs by 30% while reducing compliance risks by 23%.

Although it’s still an ideal and the world isn’t quite there yet, Adobe is well on its way to achieving it’s vision of getting rid of paper, and providing the right technologies across mobile, web and desktop to accomplish that.



View High Resolution Poster



See All The Design Value Award Winners

Featured Members
Kevin BethuneKevin Bethune is the Founder and Chief Creative Officer of dreams • design + life

Site Search
Membership Software Powered by YourMembership  ::  Legal