AdobeAdobe
There are many tools for content creation, whether photos, videos, or materials for marketing or sales purposes. Adobe Express is how the company hopes to satisfy the voracious appetite of users needing quick content creation tools accessible from virtually any device. Adobe launched Express late last year to deliver on the promise of delivering the best of Adobe for everyone. The way Adobe is updating Express is through a constantly rolling series of updates with hundreds of updates over the last ten months. At this year’s Adobe MAX, there is now a tiny glimpse of what Adobe hopes to accomplish with Adobe Express with almost a year of developments. Adobe is merely scratching the surface of what the company hopes to achieve with Express, which is astonishing when you consider how much it can do for users.
New capabilities
Adobe Express already provides creators with over 22,000 licensed Adobe fonts and 193 million assets, including royalty-free stock images and templates. Adobe Express is the company’s platform for mixed media creation, with many of its cloud applications’ best features consolidated into a single editing experience. One of the newest features of Adobe Express is the ability to add connectivity to Adobe Creative Cloud applications which use the new Libraries feature for collaboration. Adobe hopes to build on this feature by enabling real-time collaboration within different documents and files so that people can more quickly cooperate. Adobe Express also uses AI to deliver template recommendations based on the project already being worked on, which leverages Adobe’s Sensei predictive AI. The use of AI in creative mediums will only increase, especially with Adobe giving more users access to such features through Express.
The new content scheduler allows a user to schedule and publish social media content across multiple platforms in an elegant and visually simplified user experience and is free to use but metered for premium use. Many quick actions also represent some of the most common tasks the average person might need on a typical day. These features span image and video editing like resizing, converting to GIF, converting to MP4, trimming a video, resizing a video, merging videos, removing a background, cropping an image, generating a QR code, or converting files to or from PDFs. In each of these tasks, Adobe leverages different Adobe products to accelerate Express’ quick actions, like Adobe Acrobat for PDFs, Adobe Premiere for video editing, and Adobe Photoshop for image editing. This is how you can see that Adobe is bringing the best of Adobe’s different purpose-built products to one place for everyone to access. Adobe’s capabilities with Express get improved with generative AI capabilities which can help generate unique fonts, images, and backgrounds, just to start. Adobe says these features are merely the tip of the iceberg of what the company hopes to accomplish with Express as it aims to increase generative AI capabilities, live co-editing features, and connectivity between its apps and Express.
New growth and partnerships
While Adobe announced many new partnerships at Adobe MAX, the company also talked about some of the momenta it has already built with educators and students, with more than 43 million K-12 students and teachers using Adobe Express for Education. One of the ways that Adobe has grown Express for Education so much is to support Adobe Express add-ons for Google Classroom, Clever, and Classlink, making Adobe Express an integral part of the day-to-day classroom software. Adobe is also working with educational platforms like Chegg to make Adobe Express premium available to eight million online students to help teach students how to be creative and digitally literate. I took my access to Adobe products in school for granted, but now I see how beneficial my experience with these tools has become in my career and how access can help others, too.
Adobe Express is also partnering with Wix, one of the world’s leading website builders and hosting platforms. Wix will integrate Adobe Express features into Wix Media Manager for creators and businesses to manage and edit the content on their pages more easily without having to leave the site. In addition to Wix, Adobe partnered with Meta on an Express Your Brand initiative, which seeks to teach small business owners how to use Adobe Express with free training sessions. That said, Adobe does offer Express for free and does have a bunch of free templates and training sessions, so these are likely more targeted toward small business owners using Facebook and Instagram.
Business model
Adobe Express is built on a freemium model, giving it away for free but leaving more premium features behind a $9.99 subscription. This subscription gives access to more fonts, more templates and removes caps on features like scheduled posts. However, Adobe Express is free to all students and teachers through Adobe Express for Education. I believe it is an excellent way for Adobe to expose the power of its applications to a new generation of users. With Adobe Express being available on mobile devices and web browsers, it is as accessible as it ever has been with an equally accessible price. Adobe also has a free version of Express for nonprofits through Express for Nonprofits, with a cap of up to 10 users having free access to Adobe Express premium.
Final thoughts
I think Adobe is doing something inspiring with Adobe Express, making its most popular features within its cloud apps accessible to virtually anyone, anywhere, on any device. I can also already see how Express can be used with Adobe’s creative cloud applications to improve collaboration and ease of posting to social media platforms. Sure, there are more complex tools for professionals, but tons of people also need a more straightforward user interface and easy access to Express’s tools today. I believe that Adobe’s ultimate goal is to create as large of a user base as possible with Adobe Express, which then feeds into more new users wanting to have access to its more powerful applications like Premiere Pro and Photoshop to get more granular control of the content, while still being able to use Express as the conduit for sharing and collaborating across those apps and with colleagues, friends, and family.
Note: Moor Insights & Strategy writers and editors may have contributed to this article.
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Moor Insights & Strategy founder, CEO, and Chief Analyst Patrick Moorhead is an investor in dMY Technology Group Inc. VI, Dreamium Labs, Groq, Luminar Technologies, MemryX, and Movand
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Bitcoin uptake appears lowWhen El Salvador’s Bitcoin Law came into effect Sept. 7, 2021, Jaime Garcia was hopeful that it would fix a few big problems with the way that Salvadorans send, receive and spend money.As part of the law, prices are now sometimes listed in bitcoin, tax contributions can be paid with the digital currency, and exchanges in bitcoin will not be subject to capital gains tax. But crucially, Bukele promoted the law as a way to expand financial inclusion — which is no small thing for a country where approximately 70% of the population does not have access to traditional financial services, according to the Bitcoin Law.To help facilitate national adoption, El Salvador launched a virtual wallet called “chivo” (Salvadoran slang for “cool”) that offers no-fee transactions, allows for quick cross-border payments, and requires only a mobile phone plus an internet connection. It aimed to bring users onboard quickly, both to scale bitcoin adoption and to offer a convenient onramp for those who had never been a part of the banking system.Bukele tweeted in January that about 60% of the population, or 4 million people, used the chivo app, and more Salvadorans have chivo wallets than traditional bank accounts, according to a Sept. 20 research note from Deutsche Bank. Still, only 64.6% of the country has access to a mobile phone with internet, that note says.But a report published in April by the U.S. National Bureau of Economic Research showed that only 20% of those who downloaded the wallet continued to use it after spending the $30 bonus. The research was based upon a “nationally representative survey” involving 1,800 households.Garcia, who lives in the Canadian province of Saskatchewan, fled El Salvador when he was 11 after rebels bombed his house, but he keeps in close touch with family and friends who stayed behind — and he sometimes sends money back home, too.”There are pockets where bitcoin is popular, like in El Zonte, but it’s clear that adoption is not massive,” said Garcia.”Big chains like McDonald’s, Starbucks, and most merchants at a mall will accept bitcoin — but are people using it? Not too much locally,” he said. “It’s mostly tourists using bitcoin.”A survey by the El Salvador-based El Instituto de Opinion Publica, a public opinion think tank, found that 7 in 10 Salvadorans do not think the Bitcoin Law has benefited their family economy.Another survey by the institute found that 76 out of 100 small and medium-size enterprises in El Salvador do not accept bitcoin payments.”Bitcoin’s first year in effect has transcended from a commercial expectation to an irrelevant topic for traders,” said Laura Andrade, director of El Salvador’s Universidad Centroamericana, according to a CNBC translation of her Spanish-language comments.Andrade said many large corporations are still advertising that they’re taking payments in bitcoin but are making excuses to not accept the cryptocurrency including saying their system does not work or the bitcoin wallet is out of service.”The foregoing is evidence that this cryptocurrency, in reality, never had penetration in national commerce,” Andrade said.”There seems to be evidence that most people used it primarily to get the free money from the government but have not used it on an ongoing basis given volatility and fees,” Ziemba said.Meanwhile, those who did use the government’s crypto wallet reportedly had technical problems with the app. Other Salvadorans fell prey to schemes involving identity theft, in which hackers used their national ID number to open a chivo e-wallet, in order to claim the free $30 worth of bitcoin offered by the government as an incentive to join.A survey published in March by the Chamber of Commerce and Industry of El Salvador found that 86% of businesses have never made a sale in bitcoin, and only 20% of businesses take bitcoin, despite the Law’s mandate that all merchants accept the cryptocurrency.”They gave people the wallets, they forced businesses to accept them, but essentially, in my opinion, it’s a big nothing burger,” said Frank Muci, a policy fellow at the London School of Economics, who has experience advising governments in Latin America. “Nobody really uses the app to pay in bitcoin. People that do use it, mostly use it for dollars.”The experiment also involved building a nationwide infrastructure of bitcoin ATMs, but they’re too far away for many people to use.Another hope for the chivo wallet was that it would help save hundreds of millions of dollars in remittance fees. Remittances, or money sent home by migrants, account for more than 20% of El Salvador’s gross domestic product, and some households receive over 60% of their income from this source alone. Incumbent services can charge 10% or more in fees for those international transfers, which can sometimes take days to arrive and require a physical pickup.But in 2022, recent data shows that only 1.6% of remittances were sent to El Salvador via digital wallets. According to the Deutsche Bank report from September, part of the reason bitcoin transfers haven’t caught on has to do with the complications of buying and selling bitcoin for dollars. The report notes that “people who send and receive remittances frequently use informal brokers to convert local currency to and from bitcoin” and extremely volatile prices make buying and selling the cryptocurrency a complex task requiring technical know-how.”This is a new money, a new way of doing things for a population that is very comfortable with dollars. This is a population that is largely unbanked and would rather deal with hard cash that they can see and feel,” Garcia said.Miles Suter, the crypto product lead at Cash App, told CNBC on a panel at the Messari Mainnet conference in New York that the government’s 90-day rollout of the chivo wallet and nationwide adoption of bitcoin was “rushed” and that there are still a lot of problems.”You shouldn’t mandate the acceptance of a specific currency,” said Suter, who spent six months in El Salvador in the runup to the passing of the Bitcoin Law. However, Suter added that the media perception is worse than how things are actually going on the ground.”I saw and experienced lives being changed by having access to a new emerging monetary standard,” he said.
‘Sleepwalking into a debt default’Well before Bukele wagered that bitcoin would bandage over longstanding economic vulnerabilities, the country was in a lot of trouble.The World Bank projects that the Salvadoran economy will grow by 2.9% this year and 1.9% in 2023, down from 10.7% in 2021. But that growth itself was a bounce-back from an 8.6% contraction in 2020.Its debt-to-GDP ratio is almost 90%, and its debt is expensive at around 5% per year versus 1.5% in the U.S. The country also has a massive deficit — with no plans to reduce it, whether through tax hikes or by substantially cutting spending.In a research note from JPMorgan, analysts warn that El Salvador’s eurobonds have entered “distressed territory” in the last year, and S&P Global data reportedly shows that the cost to insure against a sovereign debt default is hitting multiyear highs.Both JPMorgan and the International Monetary Fund warn the country is on an unsustainable path, with gross financing needs set to surpass 15% of GDP from 2022 forward — and public debt on track to hit 96% of GDP by 2026 under current policies.El Salvador faces a heavy mix of multilateral and domestic debts, including imminent debt repayment deadlines in the billions of dollars, such as an $800 million eurobond that matures in January.”The domestic debt is very large, relatively short duration and needs to be rolled over frequently,” said Muci, who previously worked at the Growth Lab at the Harvard Kennedy School of Government.El Salvador has been trying since early 2021 to secure a $1.3 billion loan from the IMF — an effort that appears to have soured over Bukele’s refusal to heed the organization’s advice to ditch bitcoin as legal tender.Rating agencies, including Fitch, have knocked down El Salvador’s credit score, citing the uncertainty of the country’s financial future given the adoption of bitcoin as legal tender. That means that it’s now even more expensive for Bukele to borrow much-needed cash.Beyond the fact that global lenders don’t want to throw money at a country that is spending millions in tax dollars on a cryptocurrency whose price is prone to extreme volatility, the IMF’s largest shareholder, the U.S., is targeting Salvadoran officials as part of wider international sanctions against “corrupt actors.”The president’s efforts to consolidate power have also driven up this risk premium for global lenders.Bukele’s New Ideas party has control over the country’s Legislative Assembly. In 2021, the new assembly came under fire after it ousted the attorney general and top judges. The move prompted the U.S. Agency for International Development to pull aid from El Salvador’s national police and a public information institute and reroute the funds to civil society groups.Additionally, El Salvador can’t print cash to shore up its finances. El Salvador ditched its local currency, the colon, in favor of the U.S. dollar. Only the Federal Reserve can print more dollars. Meanwhile, its other national currency, bitcoin, is revered for the fact that it, too, is impossible to mint out of thin air.”One of the big issues has been the fact that the bitcoin gimmick has distracted from the fiscal and economic challenges of the country and made it more difficult for the country to access IFI lending and preferential terms,” Ziemba said.Ziemba added that there have been some swaps with major crypto firms that allowed the country to raise cash to pay off the debt due this year, and perhaps early next year, but the long-term debt sustainability remains a challenge.”They’ve spooked the bejesus out of financial markets and the IMF,” said Muci, who tells CNBC that nobody wants to lend money to Bukele unless it’s at “eye-gouging rates” of 20% to 25%.”The country is sleepwalking into a debt default,” Muci said.
Tourism and presidential popularity solidOn the day the Bitcoin Law took effect, Bukele revealed that the country had begun to add bitcoin to government coffers. Since then, the price of the cryptocurrency has plunged more than 60%, stoked by rising interest rates and failed projects and bankruptcies in the industry.The government has an unrealized paper loss on bitcoin of around $60 million. None of these losses are locked in until the country exits its bitcoin position.In aggregate, the entire experiment and all its associated costs have only set the government back around $375 million, according to estimates. That’s not nothing — especially considering the fact that El Salvador has $7.7 billion of bonds outstanding — but to an economy of $29 billion, it is comparatively small.El Salvador’s millennial, tech-savvy president — who once touted himself as the “world’s coolest dictator” on his Twitter bio — has tethered his political fate to the country’s crypto gamble, so he has a very big incentive to make it work in the long run and to pay off the country’s debt in the interim. Bukele faces reelection for another five-year presidential term in 2024.At least El Salvador’s big bitcoin gamble has been a win in terms of attracting bitcoin tourists.The tourism industry is up 30% since the Bitcoin Law took effect, according to official government estimates. The country’s tourism minister also notes that 60% of tourists now come from the U.S.The bitcoin experiment hasn’t hurt the president’s popularity either. Bukele’s approval ratings are north of 85% — thanks in large part to his tough-on-crime approach to leading. That’s no small thing to a country that was more dangerous per capita than Afghanistan five years ago.Suter said the project has also introduced many locals to the concept of savings, noting that before the Bitcoin Law, much of the population didn’t have a way to digitally hold their money and transact among one another.”It was all cash — and the cash that you earned that week, you typically spent it, because there wasn’t much ability to dream of growing it through investment.”
The president upped the ante in November when he announced plans to build a “Bitcoin City” next door to the Conchagua volcano in southeastern El Salvador. The bitcoin-funded city would offer significant tax relief, and geothermal energy rolling off the adjacent volcano would power bitcoin miners.But now, Bitcoin City is on hold, as is the $1 billion bitcoin bond sale, which was initially put on ice in March because of unfavorable market conditions.”Ultimately, El Salvador’s problems are just tangential to currency,” Muci said.”The plane is gonna crash eventually, if they don’t change things,” he said — “if they don’t raise taxes, cut spending, start being much more disciplined, convincing markets that they’re sustainable.””Bitcoin doesn’t solve any of El Salvador’s important economic problems,” he added.
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