Since 2003, the Adobe Creative Suite has been firmly established in the market for companies that create and publish. It all started with Photoshop as an image processing software package and developed into a "Swiss pocket" for designers, graphic designers, photographers, film-makers and web designers. Today, the software suite ranks as the reference product for all multimedia production and has surpassed enterprise solutions such as 3B2 to become successfully established as one of the leading typesetting and layout programs.
The version CS 5.0 was launched in April 2010, undergoing a major update a year later with version 5.5: the web standard HTML5 became the target format (with the support of the World Wide Web Consortium (W3C)) in all components for the publication of media content of any kind. One important reason for this was that Adobe's own "Flash" format is not supported by Apple.
There is a sharply growing demand for the capacity to make content available on mobile devices and tables. This market is dominated by Apple (the iPad's share of the tablet market in the USA currently stands at 81%).
On November 9th 2011 Adobe announced that it will discontinue development of its Flash player for mobile devices. "Instead we will be investing more in HTML5," said Adobe spokesman Alexander Hopstein. Thanks to HTML5 it is possible to create a dynamic mobile phone website in Dreamweaver and then display it on devices with BlackBerry, Google Android and Apple iOS in an identical look and feel without the need for any special adaptation.
Another key milestone in the development of Adobe is the Adobe Digital Publishing Suite, available since fall 2010. According to Adobe, the Digital Publishing Suite is and "end-to-end" solution aimed at publishers and companies for the creation, provision, optimization and utilization of publications for tablet computers."
"The publishing sector wants to be able to sell its digital magazines and newspapers on a subscription basis. […] Regardless of which device readers prefer, they can look forward to a wide range of attractive digital publications," says David Wadhwani, Senior Vice President, Creative and Interactive Solutions at Adobe.
The Digital Publishing Suite offers the following functions:
Folio Producer can be used to output content directly from InDesign so as to be able to edit, manage and publish digital material.
Publication files can be saved on hosted fulfillment servers and prepared for display on various end devices (Adobe already supports IOS, Android, Blackberry).
Adobe offers various subscription and sales models to be able to profitably market digital content by selling publications via online platforms for mobile end devices or providing it directly via a website.
Finally, viewers / readers can be created by companies using their own corporate design.
What is more, integration of the Adobe Online Marketing Suite allows analyses to be run and evaluated so as to examine how readers and users interact with editorial content and advertising material.
Here, a market leader has expanded its supply chain from design and production to include provision and distribution along with an extensive range of services for the generation, supply, hosting, utilization and optimization of content as well as the generation of CI-compliant viewers. It is a sound solution which censhare supports and indeed incorporates in its own development. The version censhare 4.4 (due for release at the end of February 2012) will fully support the Digital Publishing Suite, allowing content to be created in Adobe and then managed and delivered via censhare.
Nonetheless, there are a number of reasons why it is better to create, manage, host and publish content in censhare and rather than in Adobe.
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