Integrated Suites: Bill Roberts, Adobe
The way content is produced today has changed dramatically, being at greater speeds and with more outlets that need to be serviced. Tyler Pyburn of The Pulse Network sits down with Bill Roberts, Director of Video Product Management at Adobe to discuss the great content shift, and different ways to adapt to it. Roberts starts by explaining that having an integrated suite of tools with a quick work flow is essential for producing content for multiple screens. And this, he says, is a core strategy at adobe.
Such strategies have also made the game of content creation easy for anyone to participate in. Hence, we have seen a real shift in players. Roberts says that now, any person can deliver a rich story to almost any consumer, and Adobe is there to help by creating both content and the environment by which content owners can better monetize their content. Roberts says that Adobe has also shifted their business model to be subscription based, which is important for changing workflows, and for the industry to know how to map out expenditures. This has to be done in order to meet the demand of the changing consumers, and the great content shift, where the expectation is to receive content anywhere, anytime. And with a wide spectrum of available devices, there are new opportunities for advertisers to fragment, and to target people who are connected by common interests. Roberts also discusses how with this shift in expectations that defines content lifecycles, metadata is the key to enabling the production lifecycle to function more smoothly. He explains how Adobe Story plays to the importance of building an effective media metadata strategy, and how content owners can now monetize their archives in new and exciting ways.
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