Adobe: Price Hikes and Revenue Retention - Lessons From Japan

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Not just the industry environment, but whether Adobe's products remain as mission-critical to creative professionals' workflows on the Creative Cloud products as they used to be.

Adobe used to sell Illustrator and Photoshop at a low price to college and K-12 students, aiming to educate them on using these tools. This strategy was successful because graduates from art schools or colleges in Japan tended to use Illustrator and Photoshop instead of PowerPoint or Word.

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Not just the industry environment, but whether Adobe's products remain as mission-critical to creative professionals' workflows on the Creative Cloud products as they used to be.

Adobe effectively educated students during their college years, and once they entered the workforce, companies had to purchase these products because the creators demanded them.

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Not just the industry environment, but whether Adobe's products remain as mission-critical to creative professionals' workflows on the Creative Cloud products as they used to be.

However, around 2019 or 2020, Adobe realized that Canva was employing a similar approach in the Japanese educational market by offering their products for free. Many high school students in Japan began using Canva instead of Illustrator or Photoshop.

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