For Adobe, the rise of mobile, and the iPhone and iPad in particular, has been bittersweet.
Yes, the company most recognizable to consumers for its Reader and Flash products, has plenty of new opportunities thanks to mobile, but exploiting them has required the company to look at a number of Plan Bs.
The primary reason: Apple doesn't like Flash. Adobe tried to persuade Apple that Flash isn't so bad, but that wasn't going anywhere, so the company has been increasingly betting its mobile future on other technologies, like HTML5.
Adobe launched its Digital Enterprise Platform last week as part of its goal of providing companies with a full suite of customer experience management (CEM) products in a multichannel age.
We have interviewed Kevin Cochrane, Adobe’s vice president of enterprise marketing, who talks about the increased focus on customer experience across a range of business sectors and explains why technology is only part of the equation.
The old adage "There's nothing new under the sun" might not seem applicable to the technology industry, where so much innovation takes place. But sometimes it is very applicable.
Case in point: Muse, a new online tool Adobe has launched which is supposed to make it easy to "design and publish HTML websites
without writing code."
Not sure why Apple hasn't permitted your awesome iPad app in the App
Store? Worried about developing an iPhone app using anything but
Rejoice. Yesterday Apple made a major, unexpected announcement: it's
going to be providing official guidelines "to help developers understand
how we review submitted apps" and it's also easing restrictions on the
tools developers can employ when developing for the iPhone/iPad.
In April, Apple CEO Steve Jobs explained in detail why consumers aren't
going to see Flash support on the iPhone and iPad. Long story short:
Adobe Flash "is no longer necessary." Although Apple's lack of support for Flash is often cited as an
iPhone/iPad drawback, Flash certainly isn't going to win a whole lot of
popularity contests either. But the question remains: is there a place
for Flash in the mobile market?
We may soon have an answer.
Apple's rise to the top of the tech world has been marked just as much
by controversy as it has by success in the mobile market. The company's
desire for control has made it a target for critics, and potentially
Apple attracted the spotlight when it implemented new rules that essentially killed Adobe's iPhone/iPad ambitions by making it clear that apps developed using Adobe's Packager for iPhone tool contained in the newest version Flash Professional would not make it into the App Store. And its dislike for Flash was made abundantly clear when the iPad was unveiled, sans Flash support.
Shut out of the iPhone/iPad ecosystem by Apple, Adobe declared that it would "try and make the best tools in the world for HTML5." Less than two weeks after that statement was made, Adobe appears to be attempting to follow through.
At the Google I/O conference, the company demonstrated its HTML5/CSS3 update pack for Dreamweaver CS5, the latest version of the Adobe Creative Suite's web development application.
If Adobe can position itself as an open platform advocate, it will be one of the great feats of modern marketing. The company has spent the last few years being bashed — and banned — from Apple's mobile products. After Steve Jobs wrote an open letter explaining Apple's distaste for Adobe's product Flash last month, Adobe is fighting back.
Today, the company launched a digital and print campaign extolling the company's affinity for digital freedoms and openness. The trouble is, Adobe is not an open platform. This could be a hard sell.
HTML5 is coming, and a growing number of companies are trying to kick
the Flash habit, even if on a limited basis. The latest: popular online
document sharing service Scribd.
According to the startup's CTO, "We are scrapping three years of Flash
development and betting the company on HTML5 because we believe HTML5
is a dramatically better reading experience than Flash."
The iPhone OS 4 SDK was released last week, but it's not all good news
for iPhone (and iPad) developers. That's because Section 3.3.1 of the iPhone Developer
Program License Agreement comes with a new catch:
Applications may only use Documented APIs in the manner prescribed by
Apple and must not use or call any private APIs.