Adobe: Creative Cloud the value proposition

Adobe: Creative Cloud the value proposition
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The Australian boss of Adobe has said sweeping changes to its Creative Suite software and year-old Creative Cloud subscription service is not a reaction to recent price hike allegations levelled at the software giant.  

This morning, at the MAX conference in LA, Adobe signaled a new focus on integrating creative services in the cloud with its professional desktop software. Adobe launched a new cloud-based Creative Suite, with a new CC (Creative Cloud) moniker.

It is moving to an online subscription-based model for the software package it sells creative professionals. Adobe introduced Creative Cloud last year, a subscription service to offer its programs to customers via a monthly fee. Adobe has decided to ditch the boxed software business

The news comes as Adobe continues to fight allegations of price gouging in Australia.

In March, Paul Robson (pictured), Adobe’s managing director for Australia and New Zealand, had to take the heat at a parliamentary inquiry looking at the higher prices Australian consumers paid.

When asked by B&T whether this latest move has any link to limiting the damage of recent price hike allegations, Robson answered with an unequivocal “no”.

“This is a strategy as part of our business transformation about getting technology to the customer in the best way possible,” said Robson.  

“You can read a thousand things into what we spoke about in relation to the pricing inquiry. What we know is that our customers are demanding access to our terchnolgy in different ways. They are demanding value, and if we don’t provide value they won’t engage with us. They’re asking for the technology to be innovative, quick and timely, and relevant. Creative Cloud membership gives them that," he added.

Significant upgrades to all current Adobe Creative Suite 6 apps are also on their way will only be available only by subscription to Creative Cloud.

The company has said that in Australia and New Zealand, 80 per cent of customers purchasing from Adobe’s website are already choosing Creative Cloud over more traditional versions of the product.

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