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Adobe Showcases Emerging Technologies and Designer/Developer Workflows at MAX 2006 Conference


Company Previews Pre-Release Apollo Project, Unveils New Application for Interacting with Digital Publications and Continues Mobile Market Momentum

ADOBE MAX 2006, LAS VEGAS — Oct. 24, 2006 — At its first MAX developer and customer event since joining forces with Macromedia, Adobe Systems Incorporated (NASDAQ: ADBE) today will demonstrate technologies and future product workflows that make it possible to create and deliver new kinds of high-impact, rich applications and engaging content and experiences. Adobe is previewing the company’s next-generation technology, code-named Apollo, for developing rich Internet applications for the desktop, and debuting the public beta of Adobe Digital Editions, new software for interacting with eBooks and digital publications (see separate release).

Adobe is demonstrating future workflows that bridge the gap between designers and developers, simplifying the process from project conception to completion, and further demonstrating the power of the ongoing integration between Adobe and former Macromedia software. These workflow innovations streamline designer and developer collaboration across many scenarios, including website creation, dynamic media production, rich internet application development, and interactive forms, which reduces production time and dramatically increases fidelity to original designs. With over 115 million Flash® enabled mobile devices currently shipping, Adobe will also showcase the opportunities for developers to deliver content and applications for operators and handset manufacturers worldwide.

“Adobe and its community of designers and developers are reinventing the future of the Internet and the way people engage with information in virtually every medium,” said Kevin Lynch, senior vice president and chief software architect for Adobe. “MAX 2006 is both a milestone in the integration of Adobe and Macromedia, and a reflection of what’s possible when all these creative forces come together. The power and expanding reach of Adobe’s technologies are virtually unprecedented, and today’s preview of Apollo, new designer/developer workflows, and other announcements we’ll be making this week will give attendees a glimpse of the future and the incredible innovations ahead for the Web 2.0 world.”

Adobe’s Apollo project continues to build pre-release interest among developers and businesses for its promise to extend the reach and capabilities of today’s rich Internet applications, freeing them to run outside of the browser, across multiple operating systems on desktops and devices. Innovative companies such as eBay, MySpace and Virtual Ubiquity will demonstrate pilot projects of new Apollo-based applications at MAX.

Adobe also plans to invest approximately $100 million in venture capital over the next 3-5 years in companies leveraging Adobe platform technologies, particularly companies delivering applications via Apollo, as part of Adobe’s commitment to building an ecosystem for the Adobe® Engagement Platform. Apollo is a core element of the platform, which builds on the ubiquitous reach of Flash® Player and Adobe Reader® software — now installed on more than 700 million Internet-connected desktops and mobile devices — to create a versatile foundation for capturing and holding audiences’ attention through more active and effective applications and media.

Built from the ground up for digital publishing, Adobe Digital Editions is a new Adobe Flash based rich Internet application for managing and reading eBooks and other digital publications. Initially available as a free public beta for Windows®, Digital Editions will support the Macintosh and Linux platforms, as well as mobile phones and other embedded devices in future versions.

In the mobile market, Adobe continues to leverage relationships with handset manufacturers, operators and content aggregators to offer developer communities fully-integrated technologies necessary to deliver breakthrough mobile experiences. Also, Adobe’s partnerships with mobile media publishers who include Flash Lite™ software in their product portfolios present developers with additional opportunities to commercialize their Flash mobile content.

Adobe will provide sneak peeks of other new products and technologies during the conference. Keynotes from Adobe’s top executives and business unit leaders will provide perspective on the company’s vision and direction as well as sharing product and partner news. The winners of the MAX 2006 Awards, honoring the most effective and compelling customer work in eight different categories, will also be announced tomorrow.

MAX 2006 features more than 100 workshops and hands-on sessions. The event includes technical support labs, partner exhibits, certification programs, birds-of-a-feather networking events and presentations from industry experts. In-depth technical sessions cover a range of Adobe products and solutions. For a complete list of MAX 2006 sessions, visit: .

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© 2006 Adobe Systems Incorporated. All rights reserved. Adobe, the Adobe logo, Flash, Flash Lite and Reader are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. Windows is either a registered trademark or trademark of Microsoft Corporation in the United States and/or other countries. Macintosh is a registered trademark of Apple Computer, Inc. registered in the United States and other countries. Linux is the registered trademark of Linus Torvalds in the U.S. and other countries. All other trademarks are the property of their respective owners.


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