Is Adobe a software marketing company now?

I didn’t know Adobe these days portrays itself as a “software marketing company”. I was reading about the company’s latest acquisition, LiveFyre, and this Fortune article mentions Adobe as a “software marketing company”.

I have always known Adobe is a company that builds great creativity tools like Photoshop, Adobe Illustrator, Dreamweaver (a web design and web programming tool), and even some Flash development applications. I never thought the company was into software marketing.