®

Copyright 2008 Adobe Systems Incorporated. All rights reserved.

Why Upgrade / Upsell

Upgrade & Upsell Easier than New market penetration. (Existing & Identified Customers)

But, 55.7% of Customer doesn’t know about it (by CS4 Launching Survey)

Adobe only knows Purchasing Manager or IT Team.

Adobe CSBU Top 300 Customer Campaign Campaign Detail : Due by Feb 6th 2009

Information Gathered by Marketing CIO, Purchasing Manager, COO, CTO, LOB Contact Info. Company Info : Size of Company / Biz of Company / # of employees License Related Info : # of PCs (total) within each listed company / # of Creative PCs / seats within each listed company/Penetration rate (# of Licenses sold/# of Creative PC’s)/Mix of versions CS4, CS3 and CS2 or earlier

Sales Follow up

Upgrade / Upsell Opportunity Distribution

Target On-Site Seminar for Upgrade to CS4

®

Copyright 2008 Adobe Systems Incorporated. All rights reserved.

Creative Suite 4 Design Editions

UPGRADE From Creative Suite 3

Creative Suite 3 Design Premium, Design Standard, Web Premium, Web Standard, Production Premium, Master

Collection

Creative Suite 3 Design Premium, Design Standard, Web Premium, Web Standard, Production Premium, Master

Collection

UPGRADE

From older versions of Creative Suite or Studio

Creative Suite 2.x PremiumCreative Suite 2.x StandardCreative Suite 1.x PremiumCreative Suite 1.x Standard

Studio 8 Studio MX 2004

Creative Suite 2.x StandardCreative Suite 1.x Standard

UPSELL From point products

InDesign CS, CS2 or CS3Illustrator CS, CS2 or CS3

Photoshop CS, CS2 or CS3Photoshop CS3 Extended

Flash MX 2004, MX Professional 2004, Basic 8, Professional 8 or CS3

ProfessionalDreamweaver MX 2004, 8 or CS3

InDesign CS, CS2 or CS3Illustrator CS, CS2 or CS3

Photoshop CS, CS2 or CS3

•Grace period pricing for two-tiered suite-to-suite upgrades. This special introductory price will end on 28 February, 2009 in North America and on 31 March, 2009 for localized languages and IE in Eastern Europe, APAC and Latin America.

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Copyright 2008 Adobe Systems Incorporated. All rights reserved.

Creative Suite 4 Production Premium

UPGRADE From Creative Suite 3Creative Suite 3 Design Premium, Design Standard, Web

Premium, Web Standard, Production Premium, Master Collection

UPGRADE From older versions of Creative Suite

Creative Suite Production Studio StandardCreative Suite Production Studio Premium

UPSELL From point products

Premiere Pro 1.x, 2.0 or CS3Any version of Premiere

After Effects Professional 6.x, 7.0 or 8.0Illustrator CS, CS2 or CS3

Photoshop CS, CS2 or CS3Photoshop CS3 Extended

Flash MX 2004, MX Professional 2004, Basic 8, Professional 8 or CS3 Professional

NEW

TW

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•Grace period pricing for two-tiered suite-to-suite upgrades. This special introductory price will end on 28 February, 2009 in North America and on 31 March, 2009 for localized languages and IE in Eastern Europe, APAC and Latin America.

®

Copyright 2008 Adobe Systems Incorporated. All rights reserved.

Creative Suite 4 Web Editions

UPGRADE From Creative Suite 3

Creative Suite 3 Design Premium**, Design Standard, Web Premium, Web Standard, Production Premium, Master

Collection

Creative Suite 3 Design Premium, Design Standard, Web Premium, Web Standard, Production Premium, Master

Collection

UPGRADE

From older versions of Creative Suite or Studio

Studio 8 Studio MX 2004

Creative Suite 2.x PremiumCreative Suite 2.x StandardCreative Suite 1.x PremiumCreative Suite 1.x Standard

Studio 8 Studio MX 2004

UPSELLFrom pointproducts

Illustrator CS, CS2 or CS3Photoshop CS, CS2 or CS3Photoshop CS3 Extended

Flash MX 2004, MX Professional 2004, Basic 8, Professional 8 or CS3

ProfessionalDreamweaver MX 2004, 8 or CS3

Flash MX 2004, MX Professional 2004, Basic 8, Professional 8 or CS3

ProfessionalDreamweaver MX 2004, 8 or CS3

NEW

TW

O-T

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Grace period pricing for two-tiered suite-to-suite upgrades. This special introductory price will end on 28 February, 2009 in North America and on 31 March, 2009 for localized languages and IE in Eastern Europe, APAC and Latin America. ** This upgrade path must be unlocked by Adobe Customer Service

®

Copyright 2008 Adobe Systems Incorporated. All rights reserved.

Creative Suite 4 Master Collection

UPGRADE From Creative Suite 3 Master Collection Creative Suite 3 Master Collection

UPSELL From 1 older version of Creative Suite or Studio

Creative Suite 3 Design Standard or PremiumCreative Suite 3 Web Standard or Premium

Creative Suite 3 Production PremiumCreative Suite 1.x Standard or PremiumCreative Suite 2.x Standard or Premium

Creative Suite Production Studio Standard or PremiumStudio 8

Studio MX 2004

UPSELLFrom 2 different older versions of Creative Suite or Studio

Creative Suite 3 Design Standard or PremiumCreative Suite 3 Web Standard or Premium

Creative Suite 3 Production PremiumCreative Suite 1.x Standard or PremiumCreative Suite 2.x Standard or Premium

Creative Suite Production Studio Standard or PremiumStudio 8

Studio MX 2004

®

Copyright 2008 Adobe Systems Incorporated. All rights reserved.

Creative Suite 4 point products

Point Products Upgrade Path

After Effects CS4

UPGRADE

After Effects CS3After Effects Pro (6.x, 7.0)After Effects Std (6.x, 7.0)

Dreamweaver CS4 Dreamweaver (MX 2004, 8, CS3)

Fireworks CS4 Fireworks (MX 2004, 8, CS3)

Flash CS4 ProfessionalFlash Pro (MX 2004, 8, CS3)Flash (MX 2004, Basic 8)

Illustrator CS4 Illustrator (CS, CS2, CS3)

InCopy CS4 InCopy (CS, CS2, CS3)

InDesign CS4 InDesign (CS, CS2, CS3)

Photoshop CS4 Photoshop (CS, CS2, CS3)

Photoshop CS4 Extended Photoshop CS3 Extended

Premiere Pro CS4 (inc Encore CS4 & OnLocation CS4)

Premiere Pro (1.x, 2.0, CS3)Encore DVD (1.x, 2.0)Premiere (any version)

Soundbooth CS4 Soundbooth CS3