With plenty of perfectly competent free photo-editing software packages doing the rounds, trying to persuade customers to part with their hard-earned cash is becoming increasingly tricky.
Serif itself is guilty of spoiling computer users with excellent freeware. However, while the 10th version of PhotoPlus carries a £60 price tag, it should appeal to photo re-touchers who have grown beyond freeware such as Google's Picasa 2.0 and Serif's own PhotoPlus 6.0, but don't have the £450 budget or graphic-design skills to tackle Adobe's market-leading Photoshop.
What's more, by bringing the price down to £60 - £20 less than the last version - and bundling Album 4.0 photo-cataloguing software, Serif has undercut rivals such as Photoshop Elements and Paint Shop Pro, which a well-known online reseller is currently selling for £98 and £97 respectively.
PhotoPlus 10.0 still has plenty of power. All the adjustments, tools and filters are there, although you'll need the attendant graphic-design skills to make the most of them.
In terms of new features, this version offers Shadow/Highlight/Midtone Adjustments. This is a powerful photo restorer that simplifies the process of correcting under- and over-exposed photos. The Filter Gallery preview window enables non-professional users to easily combine effects and experiment with different settings before committing to an end result.
There is an easy-to-use but powerful red-eye correction tool that's not nearly as fiddly as in the previous version of PhotoPlus. The program also comes bundled with AlbumPlus 4.0, allowing users to store, search and share images.