2007 is set to be an exciting year for Adobe; Creative Suite 3 will be the biggest launch in the company’s history, and Adobe is also celebrating its 25th birthday. Adobe’s UK sales manager John Cunningham met with Macworld to discuss how the publishing climate has changed in the intervening years and explain how, with the advent of CS3, the goal posts of publishing have moved again.
“Looking back over the years its interesting to see where we’ve come from,” he told Macworld. “First desktop publishing emerged, and then, with Photoshop, Adobe launched digital imaging. We then saw the emergence of the web, and in the mid nineties the explosion on that side.”
“Over the last ten years a lot of the content on websites has become quite static,” he observed. “There is so much information available, it’s how we interact with that information that’s really important now and moving forward,” he added.
The time is right for this new revolution now that broadband technology is accessible to everyone, explained Cunningham. Also crucial is that what people expect from the web has changed. “Just look at YouTube and how much video is being accessed there,” he noted. “People want something more engaging. These days it’s not good enough to just have a webpage that you click through with a few graphics here and there. The biggest demand is for video.”
“This is probably one of the most exciting times and probably one of these evolutionary web explosions,” said Cunningham. “We’re going to see richer content, but also a change to the environment in which you access that content. This is the core of what Adobe and Macromedia mean to each other and to our customers. Adobe shared the same set of objectives as Macromedia so it made sense to bring the two companies together and the strengths of those two companies such as PDF and Flash.”
The merger with Macromedia was an opportunity to bring together two companies, one with an expertise in video and internet technologies, the other with a background in design and publishing. Cunningham explained: “From our point of view we were bringing two companies together that can come out with technologies for web, video, digital imaging and print, and integrate those technologies into applications.”
It’s this integration that is key to Adobe's new offerings. Cunningham explained that by ensuring that the various applications share similar interfaces, less time need be spent in training, because once a user is familiar with one application it's a “small step” to learn the next. Also key is that the workflow between these applications is smoother and faster, and therefore the user can be more productive. All these factors lead to an “environment that allows people to be able to be more creative,” according to Cunningham.
This integration is the difference between Adobe’s new set of solutions and those offered by the competition, explains Cunningham. “Production Studio is not about a head to head comparison, between Premiere and Final Cut Pro and it was never about Quark verses InDesign. It was always about the suite. About being able to expand people’s knowledge and experience of working with those applications.”
We take a look at all the features in the long-awaited combined offering of Adobe and Macromedia design and web products in our Adobe Creative Suite 3 feature in the May edition of Macworld, on sale Thursday 29 March.