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Europe says Adobe's $20B buy of Figma will kill competition

(2023/11/20)


Updated The European Commission says Adobe's proposed $20 billion purchase of web-first design collaboration startup Figma will harm competition in the region unless the pair devise remedies to resolve this.

The transaction would represent the most expensive sale of a privately owned software company in history, and was [1]flagged as a concern by 16 member states of the European Union in February, such is the lack of credible alternatives to Adobe on the market.

The EC leaned in for an [2]in-depth investigation of the merger in August , and late on Friday evening - in the Euro time zone - it delivered the damning preliminary verdict in a [3]Statement of Objections .

[4]

"As a result of this in-depth investigation, the commission reached the preliminary conclusion that the transaction may significantly reduce competition in the global markets," the EC said.

[5]

[6]

There are two elements for the objection: Figma is the "clear market leader" in interactive product design tools and Adobe is "one of its largest" rivals, meaning the "transaction is likely to create a dominant player by combining these market positions."

"Furthermore, it will result in the discontinuation of Adobe's own interactive product design tool, Adobe XD, as well as any potential successor product and thus constitute a so-called 'reverse killer acquisition'."

[7]

By erasing Figma as a competitive hurdle, Adobe would also tighten its grip on the supply of vector and raster editing tools, the EC added.

"Figma already exerts a significant constraining influence on Adobe's vector editing tool, Adobe Illustrator, as well as on Adobe's raster editing tool, Photoshop. Moreover, absent the transaction, Figma is significantly likely to enter these markets and grow into an effective competitive force," it said.

To reach this stage, the regulators have worked with other competition authorities and collated the views of competing companies and customers. In outlining the Statement of Objections, Adobe and Figma now have the chance to respond, to look over the case file, and to demand an oral hearing.

[8]

The sale was first announced in September [9]2022 , and served to unsettle some developer customers of Figma, ones that were worried Adobe would kill off the free version, or its own XD software, anxiety the clearly EC shares.

Figma has four million users, including a little under 1,000 paying customers. The vector-based graphic editor and prototyping toolmaker was founded in 2016 and has taken in around $330 million funding to date.

The EU's regulator isn't the only one taking a keen interest in the $20 billion merger; the UK's Competition and Markets Authority and the [10]Department of Justice's antitrust team are also inspecting the proposal. [11]The CMA said last month it needs more time to consider the "complex case."

[12]US Justice Department requests more info from Adobe on $20b Figma buy

[13]Regulator delays Adobe's $20B buy of Figma, derails deal deadline

[14]Average Adobe staffer makes $170k a year, and 185 of them = 1 CEO

[15]Jamstack research: Typescript and serverless are the winners

Adobe had wanted to get the deal done by the close of this calendar year but that is now definitely not going to be the case, with the case files to be publicly updated in February.

In October, Adobe told us of the CMA investigation: "We remain confident in the merits of the case as Figma's product design is an adjacency to Adobe's core creative products and Adobe has no meaningful plans to compete in the product design space.”

"We look forward to establishing these facts in the next phase of the process and successfully completing the transaction," a spokesperson told us at the time.

We asked Adobe to comment today on the latest twist. ®

Updated at 13.55 on Novewmber 20, 2023, to add:

A spokesperson at Adobe sent un a statement:

“The combination of Adobe and Figma will deliver significant value to customers by making product design more accessible and efficient, reimagining creative capabilities on the web and creating new categories of creativity and productivity.

"We remain confident in the merits of our case, as Figma’s product design is an adjacency to Adobe’s core creative products and Adobe has no meaningful plans to compete in the product design space. We will continue to engage constructively with the European Commission to address their concerns and are confident we can address them.”

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[1] https://www.theregister.com/2023/02/15/adobes_20bn_buy_of_figma/

[2] https://www.theregister.com/2023/08/08/ec_figma_adobe/

[3] https://ec.europa.eu/commission/presscorner/detail/en/IP_23_5778

[4] https://pubads.g.doubleclick.net/gampad/jump?co=1&iu=/6978/reg_software/front&sz=300x50%7C300x100%7C300x250%7C300x251%7C300x252%7C300x600%7C300x601&tile=2&c=2ZVuQvTDc3Md-pUM79XdhAQAAAMI&t=ct%3Dns%26unitnum%3D2%26raptor%3Dcondor%26pos%3Dtop%26test%3D0

[5] https://pubads.g.doubleclick.net/gampad/jump?co=1&iu=/6978/reg_software/front&sz=300x50%7C300x100%7C300x250%7C300x251%7C300x252%7C300x600%7C300x601&tile=4&c=44ZVuQvTDc3Md-pUM79XdhAQAAAMI&t=ct%3Dns%26unitnum%3D4%26raptor%3Dfalcon%26pos%3Dmid%26test%3D0

[6] https://pubads.g.doubleclick.net/gampad/jump?co=1&iu=/6978/reg_software/front&sz=300x50%7C300x100%7C300x250%7C300x251%7C300x252%7C300x600%7C300x601&tile=3&c=33ZVuQvTDc3Md-pUM79XdhAQAAAMI&t=ct%3Dns%26unitnum%3D3%26raptor%3Deagle%26pos%3Dmid%26test%3D0

[7] https://pubads.g.doubleclick.net/gampad/jump?co=1&iu=/6978/reg_software/front&sz=300x50%7C300x100%7C300x250%7C300x251%7C300x252%7C300x600%7C300x601&tile=4&c=44ZVuQvTDc3Md-pUM79XdhAQAAAMI&t=ct%3Dns%26unitnum%3D4%26raptor%3Dfalcon%26pos%3Dmid%26test%3D0

[8] https://pubads.g.doubleclick.net/gampad/jump?co=1&iu=/6978/reg_software/front&sz=300x50%7C300x100%7C300x250%7C300x251%7C300x252%7C300x600%7C300x601&tile=3&c=33ZVuQvTDc3Md-pUM79XdhAQAAAMI&t=ct%3Dns%26unitnum%3D3%26raptor%3Deagle%26pos%3Dmid%26test%3D0

[9] https://www.theregister.com/2022/11/18/adobe_figma_antitrust/

[10] https://www.theregister.com/2023/02/24/doj_to_block_adobe_purchase/

[11] https://www.theregister.com/2023/10/26/regulator_delays_adobes_20bn_buy/

[12] https://www.theregister.com/2022/11/18/adobe_figma_antitrust/

[13] https://www.theregister.com/2023/10/26/regulator_delays_adobes_20bn_buy/

[14] https://www.theregister.com/2023/03/20/adobe_pay/

[15] https://www.theregister.com/2021/10/11/jamstack_typescript_wordpress/

[16] https://whitepapers.theregister.com/



Enshittification ahoy!

AVR

$20 000 000 000 for 1 000 paying users; $20 million a head, really? Someone's expecting to convert a lot of free users into very much paid-up ones, probably in the near future.

Re: Enshittification ahoy!

Nick Ryan

Precisely, combine it with this sentence from the article:

Figma has four million users, including a little under 1,000 paying customers. The vector-based graphic editor and prototyping toolmaker was founded in 2016 and has taken in around $330 million funding to date. and we have a service that so far has cost $330 million on 1,000 paying customers - or $330,000 per paying customer. That's an insanely poor ratio and while loss leading is a standard approach for finding VC funding, this really demonstrates the ridiculous extent of this practice. It's all about persuading the VCs that "there will be big money sometime in the future, and it's will definitely, absolutely, be much higher than the ~10% (whatever) you'd make elsewhere." Then Adobe come along and validate this approach by offering $20m per paying customer...

Pascal Monett

Hey, Adobe can waste its money any way it feels like it.

And I would like to see Adobe waste a prodigious sum of money and not get back anything meaningful.

Sounds like karma to me.

Shocked

tmTM

EU: This will harm competition and give you market monopoly

Adobe: Yes, that is why we're doing it

Remember Macromedia

trev101

Just look at Adobe history when it last bought out the competition. Macromedia with my favourites at the time Fireworks. Dreamweaver, Flash, Director, Freehand. Out of this list now only using Dreamweaver but we can no longer buy it outright. Adobe has the sole competition on subscription. The question is why is no one competing with Adobe? Because they get bought out.

Re: Remember Macromedia

BOFH in Training

Affinity has decent photoshop / illustrator / indesign competitors. And they are of the pay once / use forever (until your OS is not supported, presumably) style. And alot cheaper, compared to Adobe.

I only use 2 out of the 3 softwares Affinity provides, but I paid for all 3 (they are very very cheap comparatively) so that Affinity has just that bit more cash on hand to do the good fight against Adobe.

And yes, I was a fan of Macromedia's DW and FW those days.

Software duo must respond with remedies

TVU

The only remedy is for Figma to return to full independence from monopolistic Adobe Corporation whether they like it or not.

Tools

Snowy

So good very few want to pay money for them. I wonder how many of the 20million user only used it once?

"For the man who has everything... Penicillin."
-- F. Borquin