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Heather Bellini from Goldman Sachs wanted to know whether Adobe sees potential for additional revenue boosts as piracy is further eroded. “Our focus with Creative Cloud continues to be in three key areas growing our core base of users, including migrating the legacy user base of Creative Suite users, addressing piracy and growing our installed base in the education market, driving new customer adoption in adjacent markets,” Garrett said. In a Q3 2016 earnings conference call the discussion somewhat inevitably turned to piracy, with Adobe Executive Vice President Mark Garrett noting that mitigation is one of the company’s key aims. Creative Cloud, the company’s replacement for the old disc-based Creative Suite, accounted for $803 million in revenue, up 39% year-on-year. In the third quarter, the company generated more than $1.46 billion in revenue, up from $1.22 billion year-on-year.

This week Adobe had more good news for shareholders. Just over a year later, Adobe was, noting that casual pirates had been converted by the lower price of entry. In July 2014, Adobe the strategy was working, declaring that piracy had fallen. This meant that the large initial outlay associated with its products could be exchanged for a more affordable monthly fee. In order to innovate, in 2013 Adobe said it would move away from boxed ‘retail’ products and switch to a cloud-subscription model. Editing studio Photoshop has been the most enduring, appearing on pirates’ machines since 1990.

Ever since their official release, Adobe software products have been popular with pirates.

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