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New Strategy From Adobe

Techstination feature for Tuesday, October 7, 2003

A new strategy from Adobe. Bloomberg Boot Camp, a report on today's technology. Adobe Systems has cornered the market on professional imaging software... with Photoshop... .and has been a leader in consumer software for digital photography as well. The company is bundling professional applications such as Photoshoip, Illustrator, InDesign and Acrobat... into what it calls the Adobe Creative Suite. CEO Bruce Chizen says strategy should help both Adobe and its customers...

"On average, our customers own between one and two applications each. We believe through the Creative Suite, they will start using up to five of our applications. Clearly, not only benefiting our customers, making their lives much easier, but also benefiting Adobe and its shareholders because it should result in the long run, more revenue to us."

The pricing for the suite starts at about 550 dollars. Adobe faces tougher competition in the consumer space where it sells Photoshop Elements and Photoshop Album. That competition comes from a wide variety of companies including Microsoft...

"Our market share position with the products, Photoshop Album and Photoshop Elements continues to grow. In fact, we do have majority market share positions with both of those products, even though they have only been out for a short period of time. They're better products than the competition. Certainly the Photoshop brand helps us. And people associate Adobe and Photoshop with high quality."

Sales for Adobe and its competitors are being helped the rate at which consumers are snapping up digital cameras. Bloomberg Boot Camp, I'm Fred Fishkin.