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Adobe MAX: a Killer Event

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Adobe MAX: a Killer Event

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This week an international audience has come to Los Angeles to ogle Adobe’s latest offerings at the company’s massive MAX conference. Attendees can even take some courses to perfect whatever product skills they need to improve. I could have stayed a month if they’d run the conference that long.

I was eager to observe what I personally consider the greatest subscription model in existence: the Adobe Creative Cloud. It should become the standard for all subscription services. At some point it will be the only thing the company offers since it has been a runaway success.

Anyone working in graphic arts would be crazy not to subscribe to this initiative. It brings you all the systems in one pile at a fixed subscription price. There is also a special student price. The variety you get encourages fooling around with some of the systems you would otherwise never use.

Unfortunately (or fortunately) for Adobe, I suspect the company will have to find new ways to lure more people to the hive. To do so, expect the company to make many acquisitions in the next few years and add those new products to the package.

How many people, for example, would use Microsoft Office if Adobe’s Creative Cloud included an offering that was as good or better? Luckily for Microsoft, which is experimenting with its Office 365, I don’t think this is about to happen.

The event began with your typical Silicon Valley overproduced keynote. It featured booming music from another era and video projectors galore displaying an amazing and seamless image on a screen that was a quarter acre in size. It grabbed my attention.

The top executives managed to keep the rollout of announcements lively, showing off some nice new features in almost all of the products. The company finally released the much-discussed deblurring filter in Photoshop. It is nothing like the sharpen filter and actually makes a smart calculation to remove any apparent camera shake from an image. The user can fine-tune this filter for an even better result, saving millions of pictures shot before anti-shake and optical stabilization became standard.

The biggest change though, is Adobe’s addition of perspective control to its filters. The feature has been available on the excellent Picture Window editor from Digital Light & Color and I’ve always wondered why Adobe did not do this sooner. Adobe is also bundling a calculated $25,000 worth of commercial fonts with the system. And these are not just Adobe fonts, but from many foundries.

Right now Adobe is on a roll and I do not see it slowing anytime soon. The company would have to make some horrible decisions to change things but there’s no reason to believe these product managers might foul up anytime soon. In fact, Adobe right now is the gold standard for cloud computing when it comes to delivering desktop applications. I have yet to see a misstep. And everyone seems upbeat, which is always a good sign.

It has been a fun event and I can assure you that I’ve looked for things to complain about. The shish kabobs served in the press lunch room were tough, yes, but that’s about my only gripe.

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