Redmond, WA—As an update to the announcement that Hasselblad H4D medium-format cameras will ship with Adobe Photoshop Lightroom, it was revealed that the software would be Adobe’s latest version, Lightroom 4.
“Integrating the Adobe platform with Hasselblad is a groundbreaking step,” said Chris Russell-Fish, Hasselblad’s Global Sales and Marketing director. “Changing platforms is always a challenge for time-starved photographers and digital operators, but now all users can have the excellence of a Hasselblad image file married to the functionality and ease of use of Adobe Lightroom.”
According to the marketing agreement, Hasselblad customers who buy new medium-format H4D cameras will receive Lightroom 4 software with their new camera equipment at no additional cost.
“We are excited that photographers who purchase a new Hasselblad H4D camera will now easily be able to combine it with the power of Lightroom 4 software,” added Tom Hogarty, principal product manager for Lightroom. “The world of imaging continues to evolve quickly, so it is increasingly important to offer customers innovative and practical software options to refine, showcase and manage their images.”
The Hasselblad and Lightroom agreement does not mean that Hasselblad’s Phocus software is being phased out. “We will continue to support our proprietary Phocus software. This new agreement is about providing choice for our customers,” explained Russell-Fish. “Lightroom has the advantage of familiarity with photographers, digital operators and enthusiasts worldwide. Phocus still offers high-end imagists some highly specialized tools and remains an integral element of our Multi-Shot cameras as well as our Phocus Mobile application, which enables wireless connectivity for the iPhone, iPad and iPod Touch. We are also working on solutions to tethering and batch processing challenges, and integration of those solutions is not far off.”
Hasselblad will run a worldwide program of workshops and studio days based on medium-format capture and Lightroom software. hasselbladusa.com
