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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.

"So, in the context of Project Mighty, we think that tablet devices - touch devices in general - have really been a remarkable success. We think that the software on them is getting better and better every day. We think that the cloud offers a lot of real advantages to creatives, but we don't see anyone today solving their problems.

"So, I think with the new view we have of the creative market and the new role we can play in the industry means that we're saying that if no one else is solving that problem, then we're willing to do that for our customers.

"We're looking at the world very differently than we've looked at the world before. In the past we would look at the world and say: "How can we add new features to our tools that will help creatives?" Now, we're looking at the world and saying lets forget any limitations, lets find any way we can to help creatives.

"We're not waiting for the world to move. We're going to move and if the world can move with us we will help, and if not, we're going to do whatever it takes to solve the needs of our creative customers.

AA: Would you be open to partnering with other hardware manufacturers in the future?

DW: "We haven't announced how we're bringing this to market yet. What we showed you on stage is 100 per cent Adobe, but we would welcome partnerships with any hardware manufacturer that's interested in incorporating some of those technologies.

"We're trying to solve the problem for the creative community. So if any of the hardware companies are interested in doing that then we thing it's a great thing for Adobe to partner with them. If no hardware companies are interested in doing that, we'll find a way to do that.

AA: Will Adobe allow its hardware to be used with third-party apps?

DW: "What guides our decisions is: what do the creatives need? And I think it would be a requirement for the pen to work in other areas too. So there are some things that are very generic like pressure sensitivity and stroke detection and things like that, so any other software application should be able to leverage that. And we would be very supportive of that.

"It would be unmanageable for a creative to say well I can only use this stylus with Adobe apps and I need to get another stylus for everything else. We absolutely want to be as open as possible."

AA: What are your thoughts about piracy of Adobe software?

DW: "We believe that the way you combat software piracy is that you make the right software for the right people and you make it affordable. One of the things that we've seen by moving to the new model, is that people who never bought the software from Adobe - some of whom were pirating the software in the past, have now decided that they can afford it so are coming in.


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