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Adobe Systems Unveils Web-Marketing Software Upgrades

Adobe Systems Inc., the largest developer of graphic-design software, unveiled upgrades to its Web-marketing applications, seeking to expand beyond its core desktop-publishing products.

A revised version of Adobe’s Marketing Cloud software, to go on sale in the coming months, will include touch-screen capabilities for use on tablet computers and digital “cards” that can embed charts or snippets of advertising campaigns for sharing between co-workers.

The cards feature, which the company plans to demonstrate at its Adobe Summit conference in Salt Lake City this week, is aimed at easing collaboration among users in different departments creating ad campaigns using Adobe tools, said Brad Rencher, Adobe’s senior vice-president of digital marketing.

“The search marketer isn’t talking to the person who runs the site, who isn’t talking to the social marketer, who isn’t talking to the analyst,” Rencher said in an interview. “All these people are using Adobe tools.”

Adobe, maker of popular design programs such as Photoshop and Illustrator, has been using acquisitions including Omniture, Efficient Frontier and Day Software to add tools for marketers to create and measure Web campaigns.

Peter Goldmacher, an analyst at Cowen & Co., expects Marketing Cloud software to bring in $932 million in sales this year, 23 percent of Adobe’s projected 2013 revenue.

Adobe is facing competition from Inc., Oracle Corp. and International Business Machines Corp. in marketing software. Adobe’s conference, which runs March 4 to 8, will feature a performance by the Black Keys and a talk by Felix Baumgartner, the Austrian adventurer who jumped from a helium balloon 24 miles above the Earth in October.

Adobe, based in San Jose, California, gained 2.5 percent to $41.46 yesterday in New York. The shares have advanced 25 percent in the past year.

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