At Adobe’s Adobe MAX conference in Los Angeles on October 6, officials announced a host of updates across their entire product line, and several new creative-focused apps and SDK.
One of the several themes in the conference was Adobe working hard to make their products work across all devices. In making this point, they demonstrated several products using iPhone, iPad and Surface Pro 3. The demo on Surface Pro 3 showed the full Illustrator application, not a scaled down touch app, working very well with touch and stylus while keeping the mouse functionality intact.
In a surprise, Microsoft CEO Satya Nadella joined in the keynote, and in his company, Adobe demonstrated how well their applications worked with touch, vision and speech on a Surface Pro 3. The final demo was on a Perceptive Pixel display where they were able to show how multiple people can physically collaborate and work on a digital product together. This includes multi-hand, multi-touch manipulation of information on the large display.
Nadella’s presence was to drive home the point that Adobe is committed to making their software work on a variety of devices, enabling the creative professionals to be unshackled from the physical hardware they are working on, including 2-in-1 devices like Surface as well as large displays like the Perceptive Pixels. Narayen also made the point that Adobe wants to make sure their software works well by partnering with hardware and software makers and especially working very closely with companies like Microsoft.
From Microsoft’s perspective, Nadella focused on his four key mantras: mobile-first and cloud-first mentality in building software, along with the core philosophy at Microsoft which is to be the platform maker upon which others build as well as being at the forefront of productivity. For the audience at Adobe MAX, Nadella talked about how creative professionals can build upon the platform created by Adobe with enhanced productivity that a device like Surface Pro 3 provides in the form of native support of touch screen and stylus.
The collaboration between Microsoft and Adobe is very interesting because for the longest time, it seemed like Adobe would be a good acquisition target for Microsoft which builds platforms for developers and IT pros but lack a suite for the creative folks. However, it does seem like the two companies are ok working very closely with each other (building Adobe Flash into Metro Internet Explorer was another unrelated collaboration) rather than be part of one company. Perhaps Microsoft realized that Adobe is the leader across a variety of software catered to creative professionals and it is best to court them and work closely with them.
Finally, in an Oprah moment, Nadella announced that all the attendees at Adobe MAX would be receiving a Surface Pro 3 along with Office 365 which includes 1TB of cloud storage. Surprisingly, this announcement received a standing ovation!