The present and future of post production business and technology | Philip Hodgetts



Adobe’s new strategic direction

Adobe’s new strategic direction. Beyond the layoffs, the real news:

Moving forward, Adobe will offer customers the ability to make, manage, measure and monetize content and applications across all devices.  The company has long been the leader in content authoring solutions with its Adobe Creative Suite® product franchise. Its Digital Media growth strategy revolves around its recently announced Creative Cloud and will enable the company to rapidly deliver new product capabilities and services; penetrate untapped market segments; and increase overall engagement with customers.

The direction was suggested by the recent purchase of Auditude at the beginning of November so it’s good to see it confirmed. What exactly it means for independent creators will become clearer over time, I assume.  Right now the specifics spelled out in the announcement of strategic direction – delivering Creative Suite and beyond to tablets and Cloud, sifting resources from Flash to HTML5, focusing Flash on the “most advanced PC web experience, including gaming and premium video and mobile apps, investing in media monetization and extending its leadership in document services  – all look great but lack details I can comment on.

After that, though, the announcement slips into “pr speak” mode: nice broad goals without detail! Adobe are on a roll with their dynamic media apps and I think this should help consolidate their position among independent producers.

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  • Tony Williams · November 9, 2011 at 4:25 am


    After reading the Adobe release and all the marketing and PR speak I have to agree withe John Gruber’s comment :-

    In my ideal world, Adobe would describe itself instead as follows: “Adobe makes best-of-breed tools for creative professionals.”

    // Tony

    • Author comment by Philip · November 9, 2011 at 8:48 am

      I saw Gruber’s article. I still think the plan to playout is a good play (I’ll be corrupting it to “plan to payout” if they provide revenue opportunities!)

  • chris wilby · November 9, 2011 at 5:27 am

    The problem with Adobe is, they always ‘react’ to a situation, they never seem to ‘lead’…

    • Author comment by Philip · November 9, 2011 at 8:49 am

      And Apple gets roundly criticized for “leading” 🙂

      • chris wilby · November 10, 2011 at 2:28 am

        We’ve forgotten one thing, in all of this:
        Adobe ‘listens’ to its customers… which doesn’t say a great deal about its customers – does it!
        Never mind, there’s always Avid 🙂

        • Author comment by Philip · November 10, 2011 at 9:26 am

          Every single NLE company listens to its customers. Which segment of their customer base they wish to listen to *most* is what differentiates the companies. There isn’t just “one” type of customer to listen to. Avid says they are for “pros” and yet there are 25,500 pros in the country and Avid has probably half a million customers, most of whom are not working in film or broadcast TV. Adobe listens to the Wedding and Event crowd most because they are the majority of its customer base and a big market. Apple chose to focus on the professional who produces video, which is probably the largest segment and its the growth market.

  • chris wilby · November 11, 2011 at 4:38 am



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