Adobe’s creative cloud acquisition strategy nets "million member plus" creative arts social network

Adobe Systems (Nasdaq:ADBE)  announced  that it has acquired Behance, an artistic and digital publication oriented social media network. The acquisition is part of  Adobe’s strategy to win over more clients to its Creative Cloud.  Behance with view rates over 90 million per month, 3 million hosted projects and over 1 million members, undoubtedly is one of the larger groups that have an interest in Adobe’s Creative Cloud suite. And that’s not only because members are users of Adobe’s tools, but use Adobe tools to produce the latest multimedia productions, publications and advertising.

Adobe is in a unique position to capture the creative segment of the cloud market place. And that’s because its one of the few or only clouds that has everything a business needs to create the videos, animations, graphics, ebooks,  music, and web sites in a business process managed  like environment. Sites like Behance want members to have as many reasons to come to their site as possible. Adobe’s Creative Cloud with scores of multimedia digital publishing and programming tools, creative and creative programmers have a very good reason to stay longer on Behance’s social network. Now creatives have a place to go not only to share their work, network and  collaborate, but use Adobe’s “never-out-of-date”  tools to place their career paths on a solid foundation.

Creatives at Behance can now use Adobe’s cloud to form creative companies in the cloud that all share an extensive and standardized tool set, saving considerable in IT infrastructure and software costs—not to mention gains in productivity. According to Scott Belsky, co-founder and chief executive officer, Behance.“We set out to connect the creative world and maximize the exposure that creative receive for their work. As creatives rely more on the social Web for collaboration and opportunity, creative people and teams will benefit from Behance's community features integrated into the creative process. We're thrilled to join Adobe and empower creative careers on a global scale."

Commenting on  the advantages of Adobe’s Creative Cloud for creatives was David Wadhwani, senior vice president and general manager at Adobe, “When we launched Creative Cloud earlier this year, we committed that we would give members new value on an ongoing basis. Last week, we launched new training features, file synchronization and sharing capabilities, digital publishing services and significant updates to a number of our tools, including Photoshop. When we launched Creative Cloud earlier this year, we committed that we would give members new value on an ongoing basis. Last week, we launched new training features, file synchronization and sharing capabilities, digital publishing services and significant updates to a number of our tools, including Photoshop.  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.”

As far as Adobe plans for Behance,  Adobe reports that it will  integrate Behance’s community and portfolio capabilities with Adobe Creative Cloud  “allowing members to seamlessly create content, seek feedback, showcase their work and distribute it across devices’”