May 21, 2013
Could a more sophisticated activity-based billing solution help save Adobe Systems from a public relations disaster? The company caused quite a stir recently with its announcement that, moving forward, it will only offer its popular Creative Suite as a subscription service, rather than by selling perpetual licenses to its software at a flat rate as it has done for years.
For example, Photoshop will now costs $20 per month, rather than $650 -- its most recent shelf price -- and the full Creative Suite, which enhances Photoshop with applications like Illustrator and Dreamweaver, is now priced at $50 a month with a one-year commitment, rather than $2,600 for a lifetime license. The company states it will continue to support and distribute existing software but with no feature updates. Furthermore, no future version of core products will be available through a perpetual license.
Adobe Users React
The reaction of Adobe users was immediate and... read more
May 15, 2013
I recently received a copy of Converge - Transforming Business at the Intersection of Marketing and Technology by Bob Lord and Ray Velez of Razorfish.
Razorfish is one of the world’s largest digital marketing agencies. The book explains how the lines between technology, media, and creativity are coming together and how this shift is revolutionizing business strategy.
In one example, Lord and Velez talk about how Special K cereal motivates customers to lose weight by eating two Special K meals per day. Subsequent research by the Special K marketing team determined that women wanted more than cereal. Instead, the women actually preferred long term weight loss guidance - "long term plans, not just (weight loss) sprints."
This research spawned a website/marketing campaign called My Special K - a weight loss destination where consumers... read more