The 3ds Max and Maya company embraces Adobe's approach to rental software - but in this case, it's a good thing
Earlier this year, Photoshop and After Effects company Adobe abandoned traditional software distribution and licensing, and brought in Creative Cloud, a subscription-based service which invited users to pay for their software on a monthly or annual basis. The move was met with derision from consumers, who felt they were being held to ransom to access their essential software.
Despite the controversy generated by Adobe's new business model, it's sparked a lot of interest from similar companies. Autodesk, whose 3ds Max modeling and Maya animation software have become essential components of the film and games industries, has unveiled its rental plan - but thankfully the company won't give up selling complete licenses just yet.
Established this year, Milk considers itself a "boutique" visual effects studio, and it's already attracted some big clients
The rental movement
"Very importantly, we are not going to get rid of our perpetual license offerings," Maurice Patel, Autodesk's entertainment industry manager told us at a meeting in the company's swish London offices. "Those are going to remain an important part of what we offer."
What's new is the rental service. It comes in three different lengths: monthly, quarterly and annual, with discounts provided for longer periods. Users can also switch between plans if they find they need the software for longer, so they could start on, say, a month-plan and switch to a three-month one.
Milk's studio boasts 100 seats for effects artists, so the company can scale up for larger projects
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