Atmospheir: Your New Address Book

The Address Book 1.0

Everyone uses an address book. It’s a valuable cache of essential contact information that helps us connect to our family, friends, and colleagues. While we rely on address books everyday, our standard Web 1.0 address book apps (think Apple Address Book and Microsoft Outlook) are bulky, and unintuitive.

The primary downside to these address books? You must manually enter and update information for each contact. What happens when a contact changes phone numbers, Facebook profiles, or Twitter names? You are left with no option but to engage in time-consuming Internet searches. What is the Solution?

Atmospheir: The Smart Address Book

Enter the smart address book. Smart address books have the potential of changing the way we manage our personal and professional relationships. These address books are designed with the Web. 3.0 in mind and have the ability to “pull” in information from a number of different media platforms, including social network sites, automatically updating information about your contacts.

A number of apps (Smartr Contacts, and Addappt) have attempted to integrate social media and standard contact information, however, none have captured the public’s attention and have seen wide spread adoption.

A new app, Atmospheir, may completely break through this adoption barrier. Atmospheir is essentially a smart address book with a focus on relationship management through social media. “…it is the first application that aims to address all stages of the contact management life cycle: creation, storage, expansion and retention,” said CEO Matt Crumrine,

Atmospheir has several interesting features that meet the needs of Web 3.0 users including perpetual updates, varying access modes, privacy and location specific tools. These tools make your current address book look like a rolodex.

New Tech, New Issues

While the primary advantage of smart address books is the ability to receive perpetual updates and connect all your media platforms, it is also the downside. A major element of relationship management is the ability to control the flow of information. For example, you might want to share your Facebook profile with friends, but do not want potential employers to have access. The winner of the smart address book wars will be the app that can balance the privacy vs. access issue.

With the advantages offered by smart address books it might be time for those Web 1.0 address books to rest in peace. Will Atmospheir be the winner? Only time will tell.


Adobe Kills Creative Suite, Revives CS in the Cloud

Adobe has discontinued the Creative Suite (CS). Starting June 17 it will be replaced by the Creative Cloud (CC) , a subscription based service only accessible through the cloud.

Adobe made the recent announcement at it’s MAX Conference and has since received mixed reviews across the Internet. While experts and consumers are still anxious to see how Adobe will launch its newest service, this move holds some beneficial opportunities for PR professionals.

The Upside

Adobe is following an emerging trend of companies that are re-conceptualizing software as a service (SaaS) not product. This shift away from stand-alone products to cloud based services presents some advantages for PR professionals who rely on the Creative Suite for message construction and design.

The primary upside to this new service is the subscription plan.The subscription plan offers some definite advantages over the one-time purchase model. Adobe offers a number of pricing plans to accommodate individuals, businesses, teams and educators.

For example, an individual subscription for the entire CC suite will cost you $49.99 per month with a one-year contract or $74.99 per month with an option to cancel at any time. If you consider that the current stand alone CS6 will cost you $1,299.00, the new CC plans are available at a much lower price point, $599.88 or $899.88 depending on the annual commitment fee.

After reviewing the numbers, Adobe’s shift to the CC may actually save you or your firm money in the long run. Instead of purchasing a new upgrade every two years or so (i.e., CS5 to CS6), you pay a fixed monthly fee and have access to the latest updates and patches.

The Downside

The Achilles heel in Adobe’s new subscription model is the subscription plans geared towards infrequent/amateur user. An individual who only uses two programs is almost forced into purchasing the complete CC suite because of the restrictive pricing option for single apps. For example, each single app is $19.99 or $29.99 a month. If a user only needs two apps, such as Photoshop and Illustrator, he would be paying $720.00 annually. At this point it would be more cost effective to just subscribe to the complete CC suite at $599.88 per year.


For many PR professionals, Adobe’s new CC subscription model will be more cost effective than the previous one-time purchase model. However, the new model presents a roadblock for smaller PR firms with limited resources.

Keep in mind however that the CS6 suite will still be available for purchase. “We plan to continue to support and sell Creative Suite 6 and customers can continue to purchase that for the foreseeable future,” said David Wadhwani, Senior Vice President, Digital Media.

Hopefully Adobe will identify this limitation in their sales model and offer a wider range of pricing options in the future. If not other companies may see this move as an opportunity to create a new stand-alone product at a lower price point.

You can find more information about the Adobe CC at the official website.