Adobe Systems Inc. is rolling out new
image editing software, aiming to capture profits as digital
photography gains popularity.
The San Jose-based company said it will start shipping in the
second quarter Adobe Elements, a program that allows users to
manipulate digital photos before storing them, or posting them
online.
The $99 product will be aimed at what the company calls
"prosumers" — those who fall between professionals who use
high-end sophisticated products like Adobe's Photoshop, and
everyday consumers who prefer relatively simple editing software,
such as Adobe's PhotoDeluxe.
"It's for the amateur photographers, hobbyists and business
users," said Adobe group product manager Kevin Connor. "We
definitely see a big market here for that mid range."
The category is expected to grow as digital cameras continue to
drop in price and more people set up digital photo albums either on
computer disks or on the Web. Sales of digital cameras doubled in
the year 2000 and are projected to increase 26 percent to $2.9
billion this year, according to the Consumer Electronics
Association.
Adobe, the nation's leading desktop publisher and third-largest
PC software maker, admits it is behind competitors, such as Jasc
Software, Inc., maker of PaintShop Pro, and Ulead System, maker of
PhotoImpact, in the "prosumer" segment. Adobe wants to change
that now, Connor said, and is gunning for the lead.
The company will offer Elements buyers a $30 rebate to
registered users of competitive software products, as well as
Photoshop LE and PhotoDeluxe.
