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Adobe Creative Cloud -- more details emerge

Adobe has revealed more details of its Creative Cloud mix of software and services for professional creatives, launched yesterday at Adobe MAX in Los Angeles.

According to Kevin Lynch, Adobe's chief technology officer, the new subscription-based offering is Adobe's reaction to the new 'game-changing' multiscreen creation and delivery opportunities now open to creative professionals and digital marketers, as well as the collaborative aspect of cloud-based services.

"We've been working at Adobe on transforming our software to be mobile, touch-based, take advantage of social networking and also take advantage of the cloud," said Lynch. "Adobe Creative Cloud represents the confluence of all of these major disruptive trends that are happening in the industry and how the future of the creative industry is going to represented by those trends."

Adobe is offering the Creative Cloud as a three-strand concept. First is the hosted creative services like Adobe Business Catalyst, the Digital Publishing Service and Fonts - the latter is based on embedded Web font technology acquired by Adobe through its acquisition of Typekit. Next is the community component. "Creatives around the world will share their work, collaborate and comment on it, put their own work up in the cloud and access it from whatever device they are using," predicted Lynch.

The final component is based around the Creative Suite desktop applications and an initial set of six tablet-based Touch applications- Photoshop Touch, Collage, Debut, Ideas, Kuler and Proto. "Some are running on iOS, some are running on Android," said Lynch. "Ultimately all of these apps will run on both operating systems - and we're just getting started. You're going to see these applications being enhanced over time and you're going to see new applications coming out."

Subscription to the Creative Cloud will also include download access to the desktop applications of the Creative Suite -- including Photoshop, Dreamweaver, Illustrator and Premiere Pro -- as well as the new tools such as Adobe Edge and Muse.

"It's all membership-based and is a real way of offering software for us," said Lynch. "Our engineering teams can improve these applications more frequently, putting new ideas in the application as they come up with them and not just once a year. Of course we're still going to continue offering individual point products or as a suite, but this new way is really a big disruption and we think its best in line with what's happening in the market right now. We're really very excited to be doing it."

"MAX today was primarily focussed on the creative professional and everything we are doing to reimagine the creative process," said Adobe president and CEO, Shantanu Narayen. "The amount of innovation that the team under Kevin's leadership has brought to bear is absolutely staggering. We want to be able to offer access to that innovation on an ongoing basis to our customers."

Narayen added that more details of the Creative Cloud, including international pricing, would be available in November.


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