![]() Instead, Adobe views them as connected with the investments made in the professional market benefitting all their customers. Premiere Pro CC successfully balances this dichotomy because Adobe doesn’t view its professional and consumer users as an either/or scenario. My job is to basically say, “Okay, if that's the goal, how do we get there?” My team and I have to decide, out of all the fifty thousand things we could do to get there, which one do we do first? Which one can we not fail on?Įvery company has to be innovative with its products without alienating existing or potential customers. This innovative feature, and many others like it in Premiere Pro, is governed by one thing that Adobe does very well: prioritization. The ability to natively edit any camera format in a timeline is a deciding factor for many filmmakers to cut in Premiere Pro CC. Another example was having “format-agnostic” editing capability. Leapfrogging Final Cut Pro was just one example of a bigger innovative game plan for Adobe Premiere Pro. If we were going to be viable as a business, we had to do that. ![]() We decided back in 2010 that we were going to eat Final Cut Pro’s lunch we wanted to be the number-one nonlinear editor on the planet. Adobe was able to capitalize on Apple’s redirection because they were already positioning Adobe Premiere Pro to be the dominant editor. ![]() The fact of the matter is, the release of Final Cut Pro X, and the proceeding fallout of its professional user base, had a significant positive impact on Adobe Premiere Pro. Speaking of changes in technology, this year is the 25th anniversary of Adobe Premiere Pro. And even though we've got a very solid foundation in terms of the numbers of customers that use our products, and the multiple industries that were in… technology changes. In technology especially it’s innovate or die. It’s up to Steve and his team of product managers to anticipate video industry trends, and make sure Adobe’s video tools remain innovative. Steve is responsible for products, which means all of the Creative Cloud video applications. Steve is on a team of three people who oversee Adobe’s video products, services and partners. Painting the strategy of what we're doing and what we're trying to accomplish as a business. Steve Forde is the Group Product Manager - Products, Professional Video and Audio. That’s because Adobe is committed to video professionals they are the lifeblood of Adobe’s innovation and prioritization. The content of his presentation was under NDA, but here’s a spoiler summary anyway: there won’t be an “Adobe Premiere Pro X” anytime soon. In a closing keynote titled “A Look to the Future”, Steve Forde shared Adobe’s vision for Premiere Pro CC, and its integration with other Creative Cloud video and audio tools. This interview took place on Day 3 of Adobe Video World 2016, also known as “Adobe Day” because the entire day is hosted by Adobe product managers, designers and engineers. In the wake of the Creative Cloud 2017 release, Adobe’s Steve Forde assures Premiere Pro CC users that Adobe is steadfastly sold out for video professionals. Like modern rock n’ roll, technology is making it easy for post-production software manufacturers to “sell out” by prioritizing consumer accessibility over professional functionality. In a post Final Cut Pro 7 world, video editors are concerned about the integrity and longevity of their editing software.
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