Embracing Change Transforming the face of information by Anna Tong Public education plays a part in software business development In the 25 years between 1982 and today, Adobe Systems has kept pace with the explosive growth of IT across Asia by pumping 20 to 30 per cent of its revenues into research and development. Adobe currently has 6,151 employees worldwide, some of whom are the creative professionals behind its ongoing technological breakthroughs. "We regularly recruit new staff such as engineers — except that today they are called computer scientists because they are constantly inventing new things," says Ng Yew-hwee, country manager, Hong Kong and Taiwan, Adobe Systems Hong Kong Limited. Like all software companies, Adobe has long been fighting off the challenge of piracy. The company's defensive tactics include keeping the price of its software to a minimum, encouraging customers to buy the real thing rather than pirated copies. "Another 'weapon' has been our introduction of a licensing system for student users," adds Mr Ng. The company has also teamed up with bodies like the Business Software Alliance that represents software companies as a group to combat piracy and educates consumers on software management and copyright protection. Unorthodox methods Meanwhile, technology continues its remarkable advance, with digital communication now leaning towards unorthodox methods. "Digital communication is changing, and becoming faster and less traditional," says Mr Ng. The increasing incorporation of digital technology as an integral part of software is one result of Adobe's partnership with Sony to produce PSP gaming devices. Sony has now taken developments a step further by incorporating flash technology in their PSP. With the already extensive use of Adobe signature software across the board, the key element in future digital communication is more than just how the technology advances. The goal now is for website designers and software designers to create the best experience for the users. "It is all related to a person's experience, and is much more important than just looking at the technology itself," says Mr Ng. Despite the piracy problem, Mr Ng is optimistic about the future of the software development market since there is never-ending pressure on companies to create newer and better software to meet customer demand. "It is a very exciting market, and as it continues to grow more new products will appear," says Mr Ng. For example, Adobe is about to launch Apollo, a cross-operating system for building and deploying rich internet applications that allows access to online material but can also be used offline without opening the web- browser. Advanced skills Today's IT savvy younger generations are already acquiring such advanced skills that in some ways they can be compared with professionals, and as they exchange knowledge and share the latest breakthroughs they can only become smarter still. John Treloar, APAC education director, Adobe Systems Pty Ltd, believes that everyone can have basic video skills with all the mobile video devices that are readily available in the market. People are able to view and receive information using Adobe's Flashcast platform that is installed on mobile devices. With this rising trend, Adobe believes that instilling digital skills as part of the education for the younger generation is important so they can compete in today's job market. "You cannot avoid technology," says Mr Treloar. "Every vacancy in the market today involves digital communication of some sort, hence young achievers possessing skills beyond the basics hold a competitive advantage over their peers." To equip students with the IT skills necessary in today's world, more schools are incorporating programmes to develop students' creative skills. Adobe's approach is to provide an affordable system of software and support, encouraging students to develop skills that will aid them in later life. "We offer a curriculum with three areas; design, web and video, that are project-based so students not only get an understanding of the technology but also learn how to create a client website," adds Mr Treloar. One school in Singapore has gone a step further by assigning real life clients to students working on IT projects. This will give them a valuable experience to add to their CVs when applying for jobs. The company is constantly looking for new ideas and concepts that can be interwoven with school curricula, helping take education to a higher plane as well as enhancing digital interactions between students and teachers. Mr Ng believes that education has never been the same since schools began teaching technology. "Moving away from the traditional textbooks, software applications are used today to conceptualise knowledge, making learning interactive and more fun," he says. "We aim to create a whole ecosystem where schools can have the full range of software to enable 21st century-style teaching. It is an exciting time and we are aggressively growing in the industry." Mr Treloar points out that digital communication now plays an increasingly significant role across a wide spectrum — publishing, financial services, government, manufacturing and, most important, education. Further, good digital communication skills aid effective communication with clients, peers and many others. He believes that eventually a new occupation category — that of a creative IT professional — will emerge and deserve the same level of professional and social status as do the three traditional professionals, namely doctors, lawyers and engineers. Then and now Before Business focus on technology development Professional-lead market After Focus on enhancing user's experience via digital communication Business alliances built to create IT needs in wider spectrum of industries New breed of respected professional — computer scientists IT skills incorporated in school curriculum Taken from Career Times 1 June 2007 Your comments are welcome at [email protected]