1) The proliferation of multiple devices. It used to be quite simple to reach your target constituent. But now there are more devices than ever, with multiple screen sizes, and multiple operating systems. Just to add more complexity — you can reach them via content in a browser, or via a native app. There are over 35 different app stores today, all with different guidelines and specifications. By 2014, the number of mobile devices will be equal to the number of desktop computers. The potential of apps is clear: iOS and Android users download 9 apps per month and spend 79 minutes per day using apps, whereas just four years ago, there was no Google Android, no iPad, no Motorola Xoom, no Blackberry Playbook, no HTML5, no CSS3, no streaming video to smartphones, and no Skype.
2) The second trend we’re seeing is a demand for rich content. Static consumer content or cumbersome enterprise applications just don’t cut it anymore. People are demanding a lot more, whether as a constituent or as an employee. If you think back to 2007 when Adobe released Creative Suite 3, so much has changed since then. In 2007 there was no Groupon, no HD Flip cameras or digital magazines. Twitter had only 400,000 tweets per quarter, and you couldn’t post a photo on your Facebook wall.
3) Monetization. Content publishers have realized as they move content online they can’t rely on old business models. As traditional print advertising moved online they found their dollars reduced to dimes. They have found success experimenting with new business models such as in-app purchases of content, which were pioneered in gaming and are now moving to other industries.
These are the key trends behind a seismic shift in the industry and media landscape. Adobe is committed to enabling our customers to not only keep up with these trends, but to keep ahead of them and capitalize on them. So, we are innovating quickly in these key areas and we will be changing our release schedule in order to keep customers ahead of these trends.
Historically we’ve released new versions of Creative Suite every 18-24 months, but we are moving to a schedule of milestone releases every two years, but with releases in between that are focused on keeping customers ahead in the areas where technology is shifting. In keeping with this, we are improving CS5 with the release of CS 5.5 this spring. Please feel free to click here to find out more about this new software release that will help our customers create rich internet applications for multiple devices, and efficiently target their content across browsers, operating systems, and screens.