WDS - Adding Software

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I want to create a custom image for WDS. I would like to add third party software to it. Can you? I read this Technet article and it shows how to create a wim with MS features and packages, but I want to have an image with all my 3rd party software like MS Office, Adobe Suite, WinZip, etc.

https://technet.microsoft.com/en-us/library/cc709665(v=ws.10).aspx

@james-clayton

You may want to look into the Windows Imaging and Configuration Designer https://msdn.microsoft.com/en-us/library/windows/hardware/dn916113(v=vs.85).aspx