Adobe products are the industry standard by which everyone is measured. The brand is ultra-solid. Microsoft tried a seven year experiment with Expression Studios and went home with their tail between their legs.
By switching the license fee model to monthly fees the product becomes more affordable which is always good for enterprise value. The monthly fee can also increase over time without any significant marketing or erosion costs.
With a sustainable cash flow the shareholder deserves a decent dividend. Once the dividend kicks in the buy and hold yield investor will change the dynamics. Less volatility coming.
George Gutowski writes from a caveat emptor perspective