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Scene7 Survey Shows Web Marketers Investing in Rich, New Online Capabilities

Scene7, part of Adobe Systems Incorporated (Nasdaq:ADBE), today released the results of a business survey it conducted to identify and analyze what online businesses plan to do in the next year to enhance their customer experience. Findings showed that more than 50 percent plan to deploy new features and rich Internet enhancements including enhanced imagery, personalization and user-generated content to their sites within the next six months and 93 percent say they will deploy these within the year. According to the survey, the greatest growth areas for planned features are mobile commerce, URL/widget sharing, personalized messaging and user ratings.

With online commerce growth rates predicted to decline, companies that continue investing to differentiate themselves and deliver compelling user experiences can gain market share over their competition, said Doug Mack, vice president of consumer and hosted solutions at Adobe. Rich and innovative applications enable businesses to further engage customers with more personal and compelling online experiences, which can ultimately increase conversions and revenues.

Scene7s quantitative survey received 347 responses from retailers, manufacturers, agencies and high-tech companies worldwide that sell a wide variety of products and services online. While increased clicks/usage, and conversions were reported as the leading metrics for evaluating new functionality, qualitative feedback and increased revenue are important indicators of effectiveness.

Respondents indicated that one of the most highly-effective features to online businesses is 360-degree spin, which the survey found to be not yet widely deployed. Subsequently, nearly 30 percent of respondents plan to add 360-degree spin functionality to their sites in 2008.

Other top-ranking features and functionalities identified by respondents include: alternate views, user ratings, videos, blogs, product tours, online catalogs, personalized messaging, quick looks and personalized stores. One-third of the respondents said they incorporated zoom and alternate view functionality in their sites and ranked these features more effective than others tested by a 10 to 30 percent margin. Twenty-five percent of the respondents said they have deployed the following features and functionalities, which they ranked as equally effective: microsites, videos, online catalogs, personalized stores, blogs, color swatching, quick looks, RSS and product tours.

About the Survey

The Scene7 Web 2.0 Experiences 2008 and Beyond Survey was conducted from Nov. 7, 2007, to Dec. 7, 2007. The key objectives were to identify and analyze what online businesses plan to do in the next year to enhance their user experience. The results were compiled based on responses from 347 companies representing a broad cross-section of product categories and selling channels. For a complete, detailed summary of the results visit,

About Adobe Systems Incorporated

Adobe revolutionizes how the world engages with ideas and information anytime, anywhere and through any medium. For more information, visit

© 2008 Adobe Systems Incorporated. All rights reserved. Adobe, and the Adobe logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. Scene7 is either a registered trademark or trademark of Scene7, Inc. in the United States and/or other countries. All other trademarks are the property of their respective owners.


Adobe Systems Incorporated
Vanessa Rios, 408-536-2421
A&R Edelman
Steve Biondolillo, 650-762-2841

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