Parsing Adobe’s press releases

smoke-and-mirrors.jpg

Isn’t this is a very cool image of the “smoke and mirrors” saying? You know, that phrase we all use when we are talking about big concepts with very little behind them?

Well, enough about that. On another point, I was reading the press release Adobe issued last week regarding Renault’s “adoption” of Acrobat 3D.

Since I write Seemage’s press releases — and these guys keep me on a very short leash to make sure that what I write is clear and not overblown — I was hoping this post will find its way to the person inside Adobe who wrote or reviewed this release and that he or she would be kind enough to answer these questions here on the blog or by email to editor@3dmojo.com.

Truly, I’d love to be able to convince my bosses at Seemage that I should be allowed the same…uh…”freedom” to write press releases that Adobe’s writer had.
I’d love to know, among other things:

  • Why is this written release primarily in the future tense? Renault has “adopted” Acrobat 3D, but it also “plans to deploy…”. Isn’t Acrobat 3D already in use at least among some users? Was there a specific application it was deployed for?
  • What does “Moving forward, Renault is eligible to upgrade to…Version 8 software..” mean? Did this customer deploy 5000 seats of Version 7? A beta of version 8? I am confused…what exactly did the customer install? The current product? Or the as yet unreleased product?

This is the kind of marketing that gives marketers a bad reputation. Confusing people isn’t the way to get them to think your product is better, or that it has real traction. Everyone can see that this is a “momentum release” that may or may not indicate that Acrobat 3D is taking over the world.

People see right though this stuff, and I am sure you did, too.

OTOH, I sure wish Eric, Bruno and Chris would let me get away with this. C’mon, guys, whadda say? May I write one like this?

One comment to Parsing Adobe’s press releases

  • Deelip Menezes  says:

    “What does “Moving forward, Renault is eligible to upgrade to…Version 8 software..” mean? Did this customer deploy 5000 seats of Version 7?”

    Yes, I guess they deployed 5000 seats of Version 7. I remember the Adobe executive mentioned during his presentation to me that a large auto manafacturer had about 5000 licenses of the existing product.

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