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Digital media software giant Adobe Systems ( ADBE ) is well-positioned to drive the third wave of disruption in enterprise software, Rosenblatt Securities analyst Kirk Adams said in a report Monday. The first software wave was enterprise resource planning (ERP), which transformed back-office operations. Then came customer relationship management (CRM), which changed front-office operations. Adobe is calling the third wave “experience business,” which aims to reinvent how companies create, deliver and market products and services. “Adobe believes that this third wave could be bigger than both ERP and CRM,” Adams said. He reiterated his buy rating on Adobe stock and price target of 112. Adobe was down a fraction to above 92 in midday trading on the stock market today . Its stock hit an all-time high of 98 on March 18, a day after it reported better-than-expected first-quarter earnings and raised its guidance. Adobe outlined how it is pursuing experience business last week at its Adobe Summit 2016 conference in Las Vegas. This year’s conference drew 10,000 attendees, up from about 7,000 at last year’s show. “Adobe is focused on helping enterprises deliver consistent, high-quality experiences for their customers,” Adams said. “There are many point products and solutions from other companies, but only Adobe provides end-to-end solutions from content creation to marketing execution to measurement.” Adobe is the leader in digital content creation with its Creative Cloud offerings. Now it is moving aggressively into the marketing world with its Marketing Cloud, Adams said. Marketing Cloud includes tools for tracking the popularity of online content and the effectiveness of advertising and marketing campaigns. At its Summit conference, Adobe announced an audience measurement partnership with ComScore ( SCOR ) as well as new services and enhancements to its cloud platforms. “The Summit reinforced our view that Adobe continues to distance itself from competing digital marketing platforms,” Baird analyst Steven Ashley said in a report Wednesday. He rates Adobe stock as outperform with a price target of 105. Image provided by Shutterstock . Scalper1 News
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