Adobe CEO Bruce Chizen on CS3 Pricing

From the AP:

CS3’s prices may seem steep compared to other shrink-wrapped software. But Adobe customers — particularly graphic and video artists with deep-pocketed corporate clients — spend money relatively liberally compared with average software buyers, Chief Executive Bruce Chizen said.

“Our customer is not typically price sensitive,” Chizen said last week. “The cost of the tool isn’t what’s critical — it’s the productivity and what their output can be. They want to pay for value as long as we deliver innovative features that allow them to be more productive and creative.”

Translation: “We think we can charge whatever we want.”

★ Tuesday, 27 March 2007