With all the digital imaging power of Adobe Systems, Inc., why do they have to gobble up Serious Magic?
Because the acquisition strengthens Adobeâ€™s leadership position in video softwareâ€”for both video professionals and consumers. Itâ€™s not magic, itâ€™s business. With video blogging up there in money heaven, it makes business sense for Adobe to fortify itself in this area.
â€œThe purchase of Serious Magic accelerates our vision to make, not just video but all dynamic media, an even more ubiquitous communications vehicle, whether youâ€™re delivering content for the broadcast market, over the web or on mobile devices,â€ said John Loiacono, senior vice president of Creative Solutions Business Unit at Adobe.
From online TV shows to YouTube and MySpace, video is hot these days. And surely, Serious Magic is a substantial addition to Adobeâ€™s video capabilities. Serious Magic is a privately held company headquartered in Folsom, California and currently ships several widely-acclaimed products, including DV Rack, ULTRA 2, Ovation, Visual Communicator and Vlog It.