How to fight against the habits of millions of satisfied users of the software that sells your competitor and number 1 in the segment? You have to make yourself both invisible and indispensable. This is the bet of the new PureRAW software, launched by the French champion of digital imaging, DxO. The purpose of the software? Combine all of the company’s know-how in improving image quality, already at the heart of its flagship Photolab software, to generate “super” RAW files.
” We accept adobe dominance », Announces Jean-Marc Alexia Vice-President at DxO. “ We have a large Photolab user base, but those who are used to Adobe software are sticking with their solution. What PureRAW brings is all our science without going through our development software », He explains.
PureRAW is indeed a software mill which is inserted between the unloading of the images on the computer and the import in Lightroom or Photoshop. A simple file digestion operation allows the software algorithms to produce a second set of enhanced files ready for user development.
” Our goal is to deliver the best RAW files to Lightroom », We are told. Using more than 15 years of DxO know-how in demosaicing and digital noise processing, as well as optical defect correction, PureRAW will “purify” digital negatives of their intrinsic defects. ” Even the most expensive optics and cameras force engineers to compromise. Our algorithms make it possible to correct these compromises because we have measured them, qualified them », Explains the Boulogne team.
Between the thousands of sensor / optics pairs characterized and the almost three years of r & d for the development of noise reduction algorithms by “DeepPRIME” AI, the range of file correction is enormous. And no longer requires changing software to take advantage of it.
Resurrect old RAW files
Besides the improvement of modern files, one of the main arguments of PureRAW is its action on the files of old boxes. The Jpegs of the boxes are indeed the fruit of a development at a time T without much room for improvement. RAW files, much richer in unprocessed information, have the material to continue to improve in quality over the years and software improvements.
” PureRAW incorporates all of our current know-how and can greatly improve your current RAW files. But in 10 years, our DeepPrime algorithms will be at version 9 and will be even better! “, Enthuses Jean-Marc Alexia. One of the reasons why PureRAW creates new files and does not overwrite existing files.
Taking full advantage of GPUs to speed up file analysis and conversion, PureRAW still has a long way to go when it comes to hardware optimization – Apple’s M1 chip, for example, is not yet supported, although the software is running. very well under Rosetta 2. “ We will have to wait until the installed base is significant », Explains one at DxO, which must pay attention to the allocation of its resources.
Launched at € 89, DxO PureRAW will only stay at this price until May 31, when it will resume its cruise price of € 129.