Adobe adding social to Creative Cloud with Behance buy

Adobe adding social to Creative Cloud with Behance buy

Summary: UPDATED: Adobe is making a stronger play for social and collaboration with its latest acquisition.

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Adobe is joining the acquisition party this week by announcing that it has bought up Behance, which developed an online social media platform for creative professionals to showcase and share their work.

The motivation behind this acquisition is to beef up the community capabilities within Adobe's major focal point for 2013: the Creative Cloud.

While the social enterprise trend is still working itself out (at least when it comes to deciding upon a standard definition), it will be a big task for Adobe to tackle as it continues to roll out the cloud-based (therefore, connected) version of its software suite.

David Wadhwani, a senior vice president and general manager at Adobe, touched on this a bit in prepared remarks, asserting that "Behance will play a key role in Adobe's efforts to serve the creative world in the years to come and will accelerate our efforts to enable a more open and collaborative creative community."

He added more in a separate blog post on Thursday, specifying that all Creative Cloud members will soon have access to "base Behance capabilities (like portfolio creation and community features) while paid Creative Cloud members will also have access to premium capabilities (like Behance ProSite)."

The Behance team also confirmed the news, but they spun it more about what they could get out of Adobe rather than the other way around.

In practical terms, our team will continue to implement our (very ambitious) roadmap for Behance and integrate Behance features into Adobe’s services. We are eager to translate the site into multiple languages and leverage the latest technology to display creative work. 99U, our annual conference, and all of our efforts to educate and organize the creative community will continue to grow. And finally, we will explore new opportunities to move the creative industry forward, through better discovery applications, more transparency in the creative process, and providing access to the data behind the creative world at work.

The Behance team added that they will "remain intact" and in New York City rather than moving out to Adobe's headquarters in San Francisco.

Financial terms of the deal have not been disclosed.

UPDATE (12/21/12 11:05AM PST): TechCrunch is reporting that Adobe paid more than $150 million in cash and stock, based on feedback from "multiple sources."

Topics: Software, Collaboration, Enterprise Software, Enterprise 2.0, Social Enterprise

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