Adobe Unveils New Framework for Media Player Development

“Strobe” to Simplify Delivery of Custom Online Media Players for Content Owners

SAN JOSE, Calif. and LAS VEGAS, Nev. — Today at the 2009 NAB Show, Adobe Systems Incorporated (Nasdaq:ADBE) announced a new software framework for building media players that extends the capabilities of the Adobe® Flash® Platform. Code-named “Strobe,” the framework will help establish an open industry standard for media players and offer production-ready software components to streamline the development of custom media players, reducing the time content publishers spend creating their own playback technologies. The framework will enable developers using Flash technologies to quickly and easily add rich functionality—such as advertising, user measurement and tracking, and social network integration—into new custom players that can be branded for individual content owners.

“With Strobe, we’re delivering an open framework that enables media companies to focus on their core competency, creating great content that people want to see, instead of developing their own video players from scratch,” said Jim Guerard, vice president and general manager of Dynamic Media at Adobe. “Adobe is committed to driving Web innovation and now with Strobe, we are helping to create an open framework for media players, enabling developers and media companies to focus on developing, delivering, and monetizing content so they can extend their online media efforts.”
Defining Media Player Standards

Strobe extends Adobe’s continued support for open access to Flash Platform technologies and will accelerate the creation of media players by enabling developers to assemble plug-and-play software components from Adobe and third-party developers. The open, extensible framework, which will be incorporated into Adobe’s standard set of development tools, allows developers in the Adobe Flash Platform ecosystem to use components in media players that add rich functionality such as advertising, user measurement and tracking, and social network integration. Because Strobe takes advantage of the Flash Platform, content owners can be sure that programming will reach the largest possible online audience, as they bring their Strobe-based video players to market. The new Strobe framework builds on the vision of the Open Screen Project, a broad industry initiative to deliver a consistent runtime environment across desktops, televisions, mobile phones, and consumer electronics.

“Akamai has always believed in the need for open standards around the video player application to make it easier for content owners to quickly and seamlessly develop, distribute and monetize online video,” said Tim Napoleon, chief strategist for Akamai. “Since bringing the Open Video Player initiative to the community last year, we have seen enormous adoption of the player. Adobe’s Strobe compliments these efforts and will strengthen the industry shift toward open standards. The combined initiatives of Akamai and Adobe will only support the scale and growth of the Open Video Player community.”

“Omniture continues to see growth in our customers’ use of rich media. Along with that growth has come the desire to better understand how rich media affects return on investment. Our customers are asking us about how to optimize the use of rich media, and our relationship with Adobe helps us answer those questions,” said John Mellor, executive vice president of Corporate Strategy and Business Development at Omniture. “Adobe’s Strobe allows Omniture to enable key functionalities, such as in-depth analytics, indicating how consumers interact with content. With this understanding, we can help our customers create relevant and personalized experiences on this exciting new platform.”

Strobe further broadens the reach and capabilities of the Adobe Flash Platform, the No. 1 technology for video on the Web. According to comScore Media Metrix, approximately 80 percent of online videos viewed worldwide are delivered using Adobe Flash technology. Adobe Flash Player—already installed on 98 percent of Internet-connected desktops—gives viewers access to rich content without having to download additional software.
Pricing and Availability

Strobe is expected to be available, at no charge, in the second half of 2009. For more information, please visit www.adobe.com/go/strobe .
About Adobe Systems Incorporated

Adobe revolutionizes how the world engages with ideas and information - anytime, anywhere and through any medium. For more information, visit www.adobe.com .