Industrial Technology Management

Dominant Design Case Study: Adobe Photoshop

Present by:
Faishal Muhammad

1206244182

Raihan Amir Perdana 1206219792

Gabriel Kolonko

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1606950320

Industrial Technology Management

Brief History

Photoshop was
developed by the
American brothers
Thomas and John
Knoll, in 1987.

They sold the

distribution license
to Adobe Systems
Incorporated in
1988.

John recommended
to turn it into a fullfledged image
editing program.

Thomas began
writing a program
on his Macintosh
Plus to display
grayscale images
on a monochrome
display, called
Display.

At the end of 1988,

Thomas renamed
his program into
Photoshop.

Company Profile
Adobe Photoshop is a raster graphics editor developed and
published by Adobe Systems for macOS and Windows.
Photoshop is still the bigger player in the market with a user
base of 87% while Sketch holds a meagre share of less than
13%.

Development Process Journey

Photoshop 1

Photoshop 2
Path

Photoshop 3
Tabbed
Palettes
Layers

Photoshop 4
Adjustment
Layers
Actions
(macro)

Photoshop 5
Editable type
Multiple
Undo
Color
Management
Magnetic
Lasso

Development Process Journey

Photoshop 6
Vector Shapes
Updated User
Interface
"Liquify filter

Photoshop 7.0
Made text fully
vector
Healing Brush
New painting
engine

Photoshop CS
Camera RAW 2.x
Highly modified
"Slice Tool"
Shadow/Highlight
command
Match Color
command

Photoshop CS2
Camera RAW 3.x
Smart Objects
Image Warp
Spot healing brush

Photoshop CS3
Revised user
interface
Feature additions
to Adobe Camera
Raw
Quick Select tool

Development Process Journey

Photoshop CS4
Adjustments
panel
Masks panel
Content-aware
scaling

Photoshop CS5
Content Aware
Fill
Puppet Warp
Tool
64 bit for Mac
OS X
Bristle Tips

Photoshop CS6
UI redesign
Auto and
background
saves
Content-aware
Patch and
Move tools

Photoshop CC
Adobe
Generator
Generate
image assets
from layers
Edge Reflow
integration
through Adobe
Generator
Camera shake
reduction
improvements

Photoshop CC
2014
Artboards
Adobe Stock
marketplace
Design Space
(Preview)
offers a
designated
mode for
websites and
mobile apps
designers

Advantages of Being Dominant in The Market

Industry-Standard
Many industry using Adobe Photoshop
as a graphic designer software. It has
become the de facto standard
Example: graphic designer, printing,
and proffesionals
Following Technology Trend
Creative Cloud (CC) features
Cloud for graphic designers all over
the world to share their artwork
People can learn from the proffesional
from the clouds
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Industrial Technology Management

Advantages of Being Dominant in The Market

Complementary Products
Many compatible and supporting
software offered around Photoshop
Involving proffesionals in developing the
products
Wider user within the same software.
Compatible with many field of work
(photographer, web designer, print
designer, interactive designer, video
proffesionals)
Adobe Max The Creativity
Conference, place for user and
developer meet to develop the
software
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Example
Supporting
Products
Software
Development

Industrial Technology Management

Disadvantages of Being Dominant at The Market

Punishments up to Billions of US $ are possible for exploiting the
dominant status
Dominant companies can be forced to cooperate with others
Supply to competitors
Give licenses to competitors

Normally companies can set prizes arbitrarily dominant ones have to

set prizes adequate
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Industrial Technology Management

Disadvantages of Being Dominant at The Market

Company mergings have to be approved by the government

&
Dominant trading companies can be forced to buy from manufacturers
Dominant manufacturers can be forced to sell to certain traiding
companies
Prohibition of coupling products
Coupling patented and not patented for sale

Prohibition of selling produkts below purchase price

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Reference
1. https://helpx.adobe.com/creative-cloud/help/market.html
2. http://www.appstudioz.com/blog/can-the-underdog-dethrone-the-king/
3. http://www.adobe.com/devnet/photoshop.html
4. Lecture notes: Wettbewerbs/Kartellrecht Dr. jur. Wolfgang Schneider
5. Industrie- und Handelskammer Frankfurt am Main
http://www.frankfurt-main.ihk.de/recht/themen/wettbewerbsrecht/kartellrecht/

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