Name: Canva 豪砸數億收購 Affinity，挑戰 Adobe 市場地位 (Canva Buys Affinity - What Happens Next?)
Uploaded: 2024-04-05T21:01:10.000Z
Duration: 7 min 31 s

程度副詞

Canva, one of the most popular entry level design services out there, just bought Affinity.

Canva 是最受歡迎的入門級設計服務之一，它剛剛收購了 Affinity。

And I did not have this on my 2024 bingo card.

我的 2024 賓果卡上可沒有這個。

情態副詞

Hello, my name is Brad. I review tech for creative professionals, and I was genuinely surprised by this move.

大家好，我叫 Brad。我為創意專業人士提供技術評測，這一收購著實讓我大吃一驚。

But the more I thought about it, the more it makes sense. So let's dive into the details. What is it? What happened? What does it mean?

但我越想越覺得有道理。讓我們深入瞭解一下細節。這是怎麼回事？發生了什麼？它意味著什麼？

If you're not familiar with Affinity, they have three programs that are very similar to what Adobe offers.

如果你對 Affinity 不熟悉，他們有三個項目與以下內容非常相似Adobe 提供的服務。

They have one which is Affinity Photo, similar to Photoshop, Affinity Designer, which is kind of a combination of Photoshop and Illustrator.

他們有一個類似於 Photoshop 的 Affinity Photo 和一個結合了 Photoshop 和 Illustrator 的 Affinity Designer。

It's kind of a design slash illustration program.

And there's their latest program, which is Affinity Publisher, which is like InDesign.

還有他們最新的程式 Affinity Publisher，類似於 InDesign。

First of all, the amount of money that Canva spent to buy Serif slash Affinity, Serif is the company that owns Affinity, has not been disclosed.

首先，Canva 為購買 Serif/Affinity （Serif 是擁有 Affinity 的公司）花費的金額尚未透露。

But Bloomberg is reporting that it's in the hundreds of millions of pounds range.

但彭博社報導稱，這一數字在數億英鎊範圍內。

I didn't realize how popular Canva was. They have 170 million users.

我沒有意識到 Canva 有多受歡迎。 他們擁有 1.7 億用戶。

Now, Affinity has about 3 million users, which sounds about right, but these are very different programs.

Affinity 擁有大約 300 萬用戶，這聽起來不錯，但這些是非常不同的程式。

Seeing as how Canva is an entry-level service that has like a free tier. So anybody can join and use their design services there. And then if you want all the bells and whistles, you join, it's about $120 a year for their base level price tier.

Canva 是類似免費方案的入門級服務。 因此任何人都可以加入並使用他們的設計服務。 然後，如果你想要所有附加功能，你可以加入，他們的基本價格每年約為 120 美元。

Whereas Affinity's pricing is very different. It's a one-time purchase. You can buy it on an app-by-app basis. I just bought the entire suite. So now I can use it on a Mac, a PC, an iPad, wherever they port it to.

而 Affinity 的定價卻截然不同。 這是一次性購買。 你可以按應用程式購買。 我剛買了整套服務。 所以現在我可以在 Mac、PC、iPad 上使用它，無論它們移植到哪裡。

And when I first heard the news, I tweeted out, I don't know what to think about this because at the moment, I really didn't.

當我第一次聽到這個消息時，我在推特上寫道，我不知道該如何看待這件事，因為此刻我真的不知道。

A couple of things have settled down since yesterday when this was originally announced that have clarified a lot of things.

自從昨天最初宣布這一消息以來，一些事情已經塵埃落定，澄清了很多事情。

Many of the concern comments that I saw over on Twitter were all about, "Oh no, this is probably going to go to the subscription route."

我在 Twitter 上看到的許多擔憂評論都是這樣的：「哦不，這可能會走向訂閱制路線。」

"Oh no, they're probably going to pump this thing full of AI."

「哦，不，他們可能會把這個東西充滿 AI。」

Today, this morning, they released an announcement, Affinity did, just kind of talking about what to expect going forward.

今天早上，他們發布了一份公告，Affinity 發布了公告，只是談論了未來的預期。

Here's the page. This is called the Canva Affinity Pledge.

這是該頁面。 這稱為「Canva 及 Affinity 的承諾」。

So they've made four pledges here. The first one is fair pricing, perpetual licenses will always be offered, and we will always price Affinity fairly and affordably.

所以他們在這裡做出了四項承諾。 第一個是公平定價，將始終提供永久許可證，我們將始終以公平且實惠的價格為 Affinity 定價。

Number two, this is really good news here and makes a ton of sense. Accelerating Affinity. Affinity is here to stay. It will remain the highest-quality pro design suite, and we will now accelerate the rollout of new features.

第二，這確實是個好消息，而且很有意義。 加速 Affinity 。 Affinity 將持續存在。 它將仍然是最高品質的專業設計套件，我們現在將加快新功能的推出。

Number three, accessibility for all. Affinity Suite will soon be made available without charge to schools and registered nonprofits.

第三，所有人都可以訪問。 Affinity Suite 很快就會向學校和註冊的非營利組織免費提供。

Number four, community-led. We are committed to shaping Affinity's future, guided by your ideas and feedback.

第四，社區主導。 我們致力於在你的想法和回饋的指導下塑造 Affinity 的未來。

So this is great news. The very first thing that popped into my mind is that they were going to be changing the price structure.

所以這是個好消息。 我首先想到的是他們將改變價格結構。

So the fact that they're really committing themselves right now to this perpetual license that you can get really makes a lot of sense. It makes a ton of sense for a couple reasons.

事實上，他們現在就承諾給你永久許可證，這確實很有意義。有幾個原因可以說明這一點。

The main reason Affinity gained traction, especially over the last decade or so, was not just the quality of their software, which is very high, but also the fact that they were competing directly against Adobe after Adobe had moved to their Creative Cloud subscription plan.

Affinity 獲得關注的主要原因，尤其是在過去十年左右的時間裡，不僅在於其軟體品質非常高，還在於在 Adob​​e 轉向其 Creative Cloud 訂閱計劃後，Affinity 直接與 Adob​​e 競爭。

So a huge amount of the appeal that drove people to thesee products in the first place was that pricing structure.

因此，促使人們首先看到產品的巨大吸引力就是定價結構。

Now, it doesn't say anything that they won't offer some kind of subscription beside that, it just says they will be offering those licenses. I wouldn't be surprised to see them roll this into Canva at some point in the future.

它並沒有說他們不會提供某種訂閱，只是說他們將提供這些許可證。 如果他們在未來某個時候將其引入 Canva，我不會感到驚訝。

If you think about Canva's user base, when people start using it, they're like, "Oh, I need to put together a flyer or an email or just some kind of little design to put on social media."

如果你考慮一下 Canva 的用戶群，當人們開始使用它時，他們會說：「哦，我需要整理一份傳單或一封電子郵件，或者只是某種小設計來放在社交媒體上。」

And then they get used to using the program and it becomes really easy to kind of put together nice looking things that just look a little bit more professional than when you might put together a Microsoft Word or something.

然後他們習慣了使用該程式，並且將看起來很漂亮的東西放在一起變得非常容易，這些東西看起來比你將 Microsoft Word 或其他東西放在一起看起來更專業一點。

You use it more and more and realize, "Okay, I need those other features. This is worth my investment. I'm going to pay the $120 a year."

你越來越常使用它，並意識到：「好吧，我需要那些其他功能。這是值得我投資的。我將每年支付 120 美元。」

You upgrade. Now you're a pro-Canva user. You get better and better at it. Maybe you use the tools more and more and you need something more professional level, now they have that path to take you there.

於是你升級。 現在你是 Canva 的專業用戶了。 你會變得越來越擅長。 也許你越來越多地使用這些工具，並且你需要更專業水準的東西，現在他們有這條路可以帶你到達那裡。

And so I wouldn't be surprised if at some point down the road, there's a third tier like Canva Pro where they're able to incorporate you or just kind of take those users and kind of maneuver them into the Affinity Suite.

因此，如果在未來的某個時刻，出現像 Canva Pro 這樣的第三層，他們能夠將你納入其中，或者只是將這些用戶引導到 Affinity Suite 中，我不會感到驚訝。

I also wouldn't be surprised if we saw a lot of sharing of features here.

如果我們看到很多功能共享，我也不會感到驚訝。

Number two is they said that they wanted to accelerate the development of Affinity. That is really, really good.

第二，他們表示希望加速 Affinity 的發展。 這真的非常非常好。

There were also some concerns from people on Twitter who just kind of mentioned this means they're probably going to push hard into AI the way Canva has, and that is probably true.

Twitter 上的人們也表達了一些擔憂，他們提到這意味著他們可能會像 Canva 一樣大力推動人工智慧領域，這可能是真的。

Affinity serves a lot of different areas, right?

Affinity 服務許多不同的領域，對吧？

So you have photographers, you have designers, you have illustrators.

攝影師，設計師，視覺設計師都會使用。

And as an illustrator myself, every time I say the word AI, I throw up a little bit of my mouth, but to a lot of other constituencies, designers and that sort of thing, it's not such a bad word.

作為一名視覺設計師，每次我說「人工智慧」這個詞時，我都會感到有點噁心，但對於許多其他群體、設計師和諸如此類的人來說，這並不是一個不好的詞。

In fact, just searching Affinity and AI, you're going to see a lot of forum posts asking, "Hey, when are you going to be incorporating a lot of the AI features like Photoshop has over the last year or two?"

事實上，只要搜尋 Affinity 和 AI，你就會看到很多論壇貼文詢問：「你們什麼時候會像Photoshop在過去一兩年一樣，加入很多人工智慧功能？ 」

And Affinity has pretty much said, "No, we're not planning any of that. None of that is on the roadmap now."

Affinity 本來表示：「不，我們沒有任何計劃。現在這些都沒有在路線圖上。」

I think now a lot of those features probably are. That's just a guess. It's just speculation. But this is based on how Canva has tried to incorporate a lot of different AI tools into their app already.

我想現在可能有很多這樣的功能。 這只是一個猜測。 這只是猜測。 但這是基於 Canva 已經嘗試將許多不同的人工智慧工具整合到他們的應用程式中。

Number three, I think is really, really smart, and that is making it free for like nonprofits and educational institutions.

第三，我認為非常非常聰明的就是讓非營利組織和教育機構免費使用它。

This is just smart because if people are learning to use your tool when they go out into the workplace and the professional environment, that's what they're going to know and that's what they're going to want to use.

這很聰明，因為如果人們在進入工作場所和專業環境時學習使用你的工具，那麼他們就會知道並且想要使用這些工具。

It just makes a ton of sense to offer it for free for people who are learning.

免費提供給正在學習使用它的人是非常有意義的。

This is consistent with how Canva has operated for a while.

這與 Canva 一段時間以來的運作方式是一致的。

They've been free for schools and nonprofits and getting people kind of into their ecosystem early and trained up on that stuff just makes sense.

它們免費提供給學校和非營利組織，讓人們儘早進入他們的生態系統並接受這些東西的培訓是有意義的。

So I'm really glad that they released this pledge. It makes a lot of sense. It puts a lot of concerns off to the side for a lot of people, and I think will help Affinity continue to grow and get better.

所以我真的很高興他們做出了這個承諾。 這很有道理。 它消除了許多人的擔憂，我認為這將有助於 Affinity 繼續發展並變得更好。

And I have been curious as to what they're up to.

If you look at their layout of everything they've done in the last, I don't know, eight to ten years, they released Affinity Photo on the Mac, then they released Affinity Designer for the Mac.

如果你看看他們過去所做的一切的佈局，大概過去八到十年，他們在 Mac 上發布了 Affinity Photo，然後他們發布了 Mac 版 Affinity Designer。

But then they released them for Windows, and then they created some really innovative versions for the iPad.

但後來他們發布了 Windows 版本，然後為 iPad 創造了一些真正創新的版本。

And then they came up with Affinity Publisher, and then they released that on the iPad as well.

然後他們想出了 Affinity Publisher，然後他們也在 iPad 上發布。

So if you look at their roadmap over the last several years, they've been really, really busy.

因此，如果你看看他們過去幾年的路線圖，你會發現他們真的非常非常忙碌。

Just in the last, I think it was about a year and a half ago, they released version two of all of their software across all of the apps at once.

就在最後，我認為大約是一年半前，他們同時在所有應用程式中發布了所有軟體的第二版本。

So we haven't heard a ton from them in the last year and a half. So I have been curious, what's next? Are they going to make a new app? Are they just going to continue iterating?

所以在過去的一年半我們沒有收到太多他們的消息。 所以我一直很好奇，接下來會發生什麼事？ 他們會製作一個新的應用程式嗎？ 他們會繼續迭代嗎？

So it should be exciting, especially with the idea of accelerating the development. What are they going to do? What are we going to have?

所以這應該是令人興奮的，特別是考慮到加速發展的想法。 他們將要做什麼？ 我們將會得到什麼？

Also, we're seeing Canva really take on Adobe head-on, which yay.

此外，我們還看到 Canva 確實與 Adob​​e 正面交鋒，這一點我覺得很棒。

I use Adobe software. I like Adobe software. Nothing against Adobe, but also, Adobe really does need some stiff competition out there to keep them on their toes. It's always a good thing.

我使用 Adob​​e 軟體。 我喜歡 Adob​​e 軟體。 沒有要反對 Adob​​e 的意思，但 Adob​​e 確實需要一些激烈的競爭來保持警惕。 這總是一件好事。

But what do you think about this acquisition? Let me know down below in the comments. Thank you all for watching, and I'll talk to you in a couple of days.

但你對此次收購有何看法？ 請在下面的評論中告訴我。 謝謝大家的觀看，過幾天我會和大家聊聊。