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Interview: Adobe's David Wadhwani discusses future plans for Creative Cloud

Ashleigh Allsopp | May 9, 2013
Ashleigh Allsopp sits down with the Adobe VP to talk about the move to the subscription-only Creative Cloud, security, piracy, hardware ventures, future updates and more.

We sit down with the Adobe VP to talk about the move to the subscription-only Creative Cloud, security, piracy, hardware ventures, future updates and more.

Adobe has used its MAX conference to update its creative software suite and make it subscription-only, and show off some of its early ideas for hardware, which include Project Mighty and Project Napoleon - a digital pen and ruler for iOS devices. Following the announcements, we sat down with senior vice president and general manager of digital media at Adobe, David Wadhwani, to talk about the Creative Cloud, pricing models, security in the cloud, piracy, hardware ventures, future updates and more.

AA: Many people we've spoken to following the announcement that the new updates will be available subscription-only are concerned about the price of the Creative Cloud. Does Adobe have any plans to make Creative Cloud cheaper?

DW: "What's really important to me is that we don't limit who has access to this great technology. Because I do believe we're starting to see a significant change in terms of interest and impact on individuals participating in the creative process. I feel very deeply that what we want to do is start to get this technology in the hands of as many people as we can.

"The way we do that isn't necessarily to take what we're selling now and make it cheaper and cheaper because I think there is an inherent value that what we're creating gives creatives some of the new value we want. However, I think that there are decided opportunities that we can take some of the technology that we have now and surface them in different ways that are more affordable and more approachable to a broader set of customers. And so if you're asking: am I interested in leveraging this new platform and the flexibility it gives us? Then the answer is absolutely yes."

AA: Will Adobe be introducing individual suites for different types of Creative Cloud users?

DW: "We have to ground ourselves in terms of where we think the market is going to be a few years from now. Making specific suites again in terms of the Creative Cloud will add a lot of complexity to purchasing decisions.

"What I've seen more of in the industry is that creatives are no longer bound by the silos like they were in the past. If you look at where the industry was a few years ago, someone might say 'I'm a photographer' or 'I'm a graphic designer' or 'I'm a videographer'.

"What we're starting to see is more and more of our photography user base get into video, and more graphic designers wanting to learn about web. So as that happens, I fully expect to see more usage of our tools across all of the different elements.

 

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