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Reviewing Adobe's price changes

Reviewing Adobe's price changes

Vendor's Creative Cloud suite comes down to US levels to increase ANZ appeal

New Zealanders are very big users of creative content, says Adobe Australia and New Zealand managing director Paul Robson.

“We’ve got around 600 customers in Auckland, and 500 in Wellington.”

Adobe made a decision in 2004 to transform its business to the cloud.

“We’ve had a lot of customer feedback about Creative Cloud,” Robson says. “We wanted to get to market as fast as possible. People want access to the latest technology and at a defined cost.”

Adobe recently dropped the price of the Creative Cloud suite so that Australian and New Zealand users pay roughly the same price as US users. This followed public pressure in Australia and an order to front up to a parliamentary committee hearing around software prices.

Individual Creative Cloud membership has been reduced to A$49.99 per month (on an annual plan) from $62.99. Month to month pricing has been reduced to $74.99 from $94.99. Existing customers can upgrade from Creative Suite to Creative Cloud for $29.99, reduced from $37.99.

Single app subscriptions for Photoshop, Illustrator, InDesign, Dreamweaver, Flash Pro, Premiere Pro, After Effects, Addition, Speedgrade and Acrobat Pro have been reduced to $19.99 per month from $24.99 per month; Muse to $14.99 per month from $18.99 per month; and Edge Inspect to $9.99 per month, down from $12.99 per month.

“This allows us more flexibility around the revenue stream,” Robson says.

“The pricing decisions were made on a number of factors. They were not political.”

He says Adobe has also had a lot of success in New Zealand with its digital analytics.

“New Zealand is very strong on tracking marketing – how much is spent and how successful it is.”

Adobe Analytics has been derived from Omniture, a company Adobe acquired in 2009.


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