| HBS Case Collection
(Revised January 2015)
By 2013, Adobe had reinvented itself from a publisher of popular software such as Photoshop and Acrobat to a digital marketing and digital media company. In May 2013, the company decided to stop selling its software as a package in favor of Creative Cloud where consumers paid a monthly subscription fee. Within a few weeks thousands of consumers signed a petition complaining against this decision. Should Adobe reverse its decision? More generally, what new skills and capabilities does it need to develop as it reinvents itself?