(Agencies)
Updated: 2008-03-27 23:53

 

Adobe says providing Photoshop Express for free is part marketing and part a strategy to create up-sell opportunities. It hopes some customers will move from it to boxed software like its $99 Photoshop Elements or to a subscription-based version of Express that's in the works.

Ron Glaz, a research analyst at IDC, says the move was necessary for Adobe to keep pace. Users are less likely to switch to a software they aren't familiar with, he said.

"They have a whole market that they are missing out on, and they need to make sure that the market is aware there is a Photoshop solution for them. As that market grows and becomes more sophisticated, hopefully it will generate money," Glaz said.

"It's one of those things, if you can't beat them, join them," Glaz said. "If they don't join them, the long run could be really painful."

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