Adobe moves away from 'shrink-wrap', toward the cloud

Adobe moves away from 'shrink-wrap', toward the cloud

One less box to move

Digital media solutions provider Adobe has taken a further step toward the cloud by ending the sale of packaged products, and pushing customers to its Creative Cloud offering.

Adobe will be phasing out shrink-wrapped, boxed versions of Creative Suite and Acrobat products, including Photoshop and Illustrator. Adobe says it is in the process of notifying channel partners and customers, as plans solidify in each region.

Adobe says it is keen to talk to resellers who have schools and educational institutes as customers in order to broker deals to meet a price point for Creative Cloud services.

Trevor Bailey Adobe’s director of worldwide education says the cost of Adobe’s Creative Cloud for

students is set, but the company is willing to negotiate with institutes and resellers to reach a price that meets demand. “We’ve been running a promotion recently for US$19 a month, so that is usually less than what it costs for somebody to have their cell phone.” he says.

“If you actually have the institution work with Adobe and come up with a price point, we will find a price

point that actually works.”

Bailey says Adobe is keen to find a supply route that is economical for all.

“The problem is that when you have a single individual you don’t get the economies of scale. I’ve got an

institution saying 'I’m going to cover 3000 people and we’re going to pay you up front and we’re going to

charge back a fee,' then I know I’ve got 3000 people and I don’t have to go out and market to each one of those individuals so there’s benefits to me to sign a deal that’s lower cost for the institution."

Bailey says he can negotiate with schools and institutes that have limited budgets.

“If I have to go out and procure for each individual that’s a higher cost model for me. So I’ve got to

recoup that cost with a higher price for the end user which is not something I necessarily want to do. We

have programmes in place to address individual schools."

Downloads for Creative Suite and Acrobat products will continue to be available from both,

as well as reseller and retail partners.

An Adobe spokesperson says, “We believe Creative Cloud is the future for our business. Creative Cloud

provides access to virtually all our creative offerings via electronic download, as well as automatic and

immediate updates and cloud-based collaborative services.”

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