For changing requirements

Publishing Klaus Kurz, Adobe Systems, talks about the availability of Creative Suites, the Macromedia integration, names his personal highlights and explains why agencies should update.WW: Mr. Kurz, when you introduced Creative Suite, you mentioned that the requirements for agencies have changed. Klaus Kurz: Agencies have to fulfill a much broader range of requirements than in the past. In the past, advertising agencies focused exclusively on traditional media and communication channels, but today clients also demand solutions and results from the Internet, mobile devices, interactive dashboards and much more. This calls for even broader expertise. Of course, agencies have always offered full service from a single source and worked with other service providers in the background. However, this causes additional costs and a higher coordination effort. Due to price pressure, more and more work is being designed and realized internally. It is therefore important that the tools for this support all media, channels and required formats.WW: Why should agencies not stay with Creative Suite 2, but switch to the new suite as quickly as possible? Klaus Kurz: The reason for switching lies in a single function through to the interaction of the products within the suite. A creative who implements the majority of his projects with our programs sees the advantages of his work and processes immediately, so that the investment pays off for him within a very short time. For us, however, the focus is on helping our customers with their work. That's why we make sure that the typical workflows are optimally supported and improved with each version. Anyone who currently works with Creative Suite 1 or Creative Suite 2 is familiar with our operating concepts and knows the key functions. That's why a switch to Creative Suite 3 can be made in a very short time. The feedback from our customers confirms that we are now making the productive process with our products even easier. In this respect, everyone who switches to Creative Suite 3 will be able to work even faster and more efficiently. This, in turn, is ultimately reflected in the costs and the time available.
WW: What are your personal highlights of Creative Suites? Please limit yourself to three functions ...Klaus Kurz: I think so many things are really extremely well done ... But if I have to limit myself to three, then these are integration, productivity and creativity.WW: What are the considerations behind the four collections? Klaus Kurz: There are four main disciplines that creative users deal with: Design, Web, Video and Cross-Media. With the four suites (in a total of six editions), we are consistently pursuing the requirements of customers to be able to work in a specialist yet interdisciplinary way. In this way, we cover all the requirements of the respective areas of application and ensure that they can interact with each other unhindered.WW: This is the first year after the integration of Macromedia. What is the customer benefit of this acquisition? Klaus Kurz: We now offer an even better integrated product range that supports all the requirements of modern publishing across all media and devices. This means that workflows can be optimally supported and previously separate products can work hand in hand. In concrete terms, this means, for example, that the interfaces of the products are becoming increasingly similar and that data can be exchanged between the applications without hindrance.WW: Can individual programs also be purchased in addition to the suites? Klaus Kurz: Of course, all programs are also available as individual applications. These have a clear raison d'être due to the wide range of applications. An editor will only need to create content with InDesign or InCopy, a photographer will in many cases concentrate on Photoshop, and a pure web developer, unlike a web designer, may only need Dreamweaver and Flash.WW: When can Swiss desktop and web publishers and video producers expect to receive the corresponding suites? Klaus Kurz: We expect to deliver the localized design and web products and suites in the second quarter of this year. The Creative Suite Production Premium and the Master Collection are not expected until the third quarter.Jürgen Franck