Results tagged “Adobe CTO”

The True Marketing Cloud

There is an exciting transformation happening at Adobe.

We are moving to the cloud with our software, and are in fact building two at the same time. One is a re- imagining of our software for creativity, and the second is creating a new place for marketers to do their work. Part of the magic of these two clouds is how we can connect them, as creative work is an integral part of marketing, and as insights from marketing can drive new creative work. There is no good solution in the world today for this, and we’re very excited to be bringing these worlds together.

Social is a key part of the digital marketing revolution. Enterprise software companies have begun to recognize the importance of this space, and have jumped at the chance to offer social listening solutions. Some are even packaging these solutions into a “marketing cloud”—but the true Marketing Cloud must go far beyond social.

Marketing has evolved over time from a very subjective process to one rooted in data across many channels, and this is driving a revolution in digital marketing. We began betting on the power of this change a few years back, predicting brands would begin dramatically shifting to digital spend versus traditional media, and we began amassing the people and technology needed to pioneer a new method of digital marketing via the cloud. We’ve been making terrific progress on this.

During our last Financial Analyst meeting, I shared our vision for Adobe Marketing Cloud based on major disruptions happening in cloud, mobile and social computing that are continuing to transform Adobe’s Digital Media and Digital Marketing businesses.

In March, I demonstrated a working example of our vision at our Digital Marketing Summit, which really brought to life the way our Digital Media and Digital Marketing worlds can connect. You can see how marketers can analyze campaign data and socialize conversations in real time to update creative assets—all through Adobe Marketing Cloud.

We’ve now invested more than $2 billion in bringing the systems and people together to accomplish this, including acquisitions of Omniture, Day Software, Efficient Frontier, and Auditude. This is an incredible team, and is just the start of our paving the way to today’s true Marketing Cloud.

Adobe Marketing Cloud offers a complete package of analytics, social, advertising, targeting, and web experience management products that bring marketing minds together in a whole new way. It is a coming together of all our work to date on Digital Marketing, and a true breakthrough part of Adobe’s business that brings marketing and creative teams together online to share campaign data, update creative work, and socialize progress within their own teams to enhance personalization and optimization.

This summer’s Olympics was an early example of these two worlds uniting. Not only was Adobe creative software used to design and build the NBC Olympics apps, which offered for the first time, live mobile viewing of over 3,500 hours of Olympic events to more than 10 million viewers, but NBC Olympics also took advantage of Adobe’s Digital Marketing technology to measure and monetize user traffic and engagement in its apps and then optimize the content and app experience based on results. This combination of creativity and marketing powered by technology is enabling a whole new generation of experiences. No other company is better suited to enable this than Adobe.

It’s very exciting for us to be able to connect these two worlds, and we’re still in the early days of the revolution. Stay tuned for more to come.


Innovation Perspective: Stephen Elop

Here’s the latest installment of a series of interviews I’ve been doing on the topic of innovation.  This time I talk to Stephen Elop, President and CEO of Nokia Corporation. Stephen and I go back a long time, first working together at Macromedia, where he became CEO. And, then later when Macromedia became part of Adobe. Prior to taking over the reins at Nokia, he was at Microsoft as president of their Business Division.

Technology and Expression

With MAX 2011 only days away, I am reflecting on all the accomplishments during the past year, within Adobe and across the industry. It’s been both an exciting and tumultuous time. At Adobe, as we release new software and continue to innovate, our focus remains on enabling creative expression.

How we enable that has involved a wide range of technologies over almost 30 years. This has included inventing technology to drive the desktop publishing revolution, electronic documents, multimedia on CD-ROMs, enabling digital photography, tooling for Dynamic HTML back in Web 1.0, vector graphics, interactivity and later video on the Web, defining DNG for digital negatives, XMP for standardized metadata, deploying applications across devices, and much more.

We work to enable great expression across mediums, and where there are existing approaches that serve well we take full advantage of them. Where there are gaps in technology we invest in innovation to drive breakthroughs and enable new capabilities to support this work.

We are in another time of flux and disruption, as we have experienced before. Some of the most visually compelling work on the Web has been done in Flash over the years, but this is changing now that innovation in HTML has been moving more quickly. HTML5 can be used to deliver rich experiences on the Web, and will become ubiquitous across mobile devices and desktop computers. We love the experiences HTML5 is enabling and the standardization of a richer Web.

Adobe is developing great software around HTML5. We have of course been making tools in support of HTML for over 15 years now, and the move to HTML5 will mean even more innovation in our software. We are working on a variety of efforts around this opportunity. In addition to enhancing Dreamweaver for HTML5, one of the new areas we are working on is motion graphics and interactive design. This is what the Adobe Edge project is focusing on. Over 100,000 people have downloaded the preview release of Edge, and with feedback from the community we are continuing to add new functionality to make a really terrific new design tool for HTML.

We are actively participating in standards groups such as the W3C and contributing to the open source WebKit project to help advance HTML directly. Most recently we have contributed code to bring CSS Regions and CSS Exclusions to WebKit, and have helped advance these in web standards working groups. These capabilities enable designers to build sophisticated, magazine-style layouts on the Web. Previously, intricate print-style layouts seen in magazines, newspapers and textbooks could not be easily duplicated in website form. WebKit forms the basis of both the Apple Safari and Google Chrome browsers, and the work we have contributed is already in the WebKit main line and early builds of Chromium and has also been implemented in Internet Explorer 10 preview release.

As we increase our work on advancing HTML and resulting innovation across browsers, our efforts on Flash will be to continue to push the boundaries of expressiveness through rapid innovation with the view to explore future areas that can be brought back into the standards process for the Web.

In this way we can continue to enhance what is possible to express on the web, and you will see more contributions from Adobe to help advance HTML, even as soon as next week.

As much as we can get caught up in the dynamics of one technology versus another, there were technologies for expression before this current generation, and there will be other new technologies still to come, which we can only imagine today. Adobe’s ongoing mission is to enable you to create and express yourself and we will enable that however possible, and where it’s impossible today we will do our part to help enable it in the future.

We will be going more deeply into this and a lot more at Adobe MAX, which is October 3-5 in Los Angeles.

Innovation Perspective: Shantanu Narayen

This is the second in a series of discussions about innovation, this time with Adobe CEO Shantanu Narayen.  Shantanu has been with Adobe for 12 years, and prior to joining Adobe was co-founder of a startup focused on digital photo sharing; developed desktop and collaboration products at Silicon Graphics; and held various senior management positions at Apple.

In our previous interview, I spoke with John Warnock and next I’ll move on to conversations with some other well known industry leaders.

Innovation Perspective: John Warnock

This video is the first in a series of conversations about innovation with leaders in technology, and our first guest is John Warnock. With his long time business partner Chuck Geschke, John was co-founder of Adobe, inventor of PostScript, and recipient of the National Medal of Technology and Innovation, one of the nation’s highest honors bestowed on scientists, engineers and inventors. John and Chuck also were recently awarded the Marconi Prize, considered the highest honor specifically for contributions to information science and communications.

Kevin Lynch paints a multiscreen vision at Open Mobile Summit in London

The theme of last week’s Open Mobile Summit in London was “Connecting Everything” and in his keynote, Adobe CTO Kevin Lynch painted a near future vision of “Apps Near You” – social, location-based computing – where the screens in peoples lives, connect and interact with content relevant to where they are and what they’re doing. In his demo, Kevin imagines a day in London where he visits the Tate Modern, meets a friend over lunch and returns to his hotel room at the end of the day – all the while using his tablet to interact with “Apps Near You”, blending the real and the virtual worlds for a rich interactive experience. Watch a video of the demo below.

The Multiscreen Revolution

We are in the midst of a revolution across a variety of screens, with new input methods, new formats, and new distribution models. This revolution is being fueled by several fundamental drivers: processing power growth, powerful portable batteries, increasing bandwidth for wireless Internet connectivity, and a wide array of screen sizes and device form factors.

This “multiscreen” revolution represents the growing number and diversity of screens in our daily lives – PCs, smartphones, tablets, TVs and more – as well as our increasing ability to interact with content and applications across screens, and the interconnections between them.

Processing Power
Average processing power has been on a continuous growth curve for PCs over the past 25 years, with Moore’s Law holding firm as processing doubles every 18 months. This growth is being further accelerated by the adoption of multicore processors.



In addition to PCs, we now see an increase in processing power on smartphones, Internet-connected televisions, and tablets. This is driving the mobile computing boom and enabling much richer experiences on these screens, with typical processor speeds over 1GHz. Even so, the processing power across these screens is comparable to what the personal computer experience was about seven years ago. While mobile computing power increases, we will continue to have an ongoing processing power gap between PCs on the one hand, and smartphones, TVs, and tablets on the other.

This creates a challenge for anyone building digital experiences, as they will need to deliver effective experiences across many non-PC devices, not only high performance personal computers. Our approach at Adobe is to take a mobile-first view on the new work that we are doing to design for the more constrained environments, then look to ways to enhance that experience for higher performance environments.

Battery Power
Advances in battery technology over the past 10-15 years have enabled the increase in processing power on mobile devices. If we look at this in terms of the amount of energy that can be stored per weight of the battery, the transition from the hefty lead acid batteries in 1945 to lightweight lithium polymer technology today has resulted in dramatic improvement. This is what is enabling us to carry around smartphones or tablets with processing power that delivers such a strong experience today.



This shift follows the classic “s-curve” of innovation, where a technology slowly improves in the early period of its inception, experiences rapid improvement, and then goes into a mature period of slow to no improvement. We are now in the mature phase of current battery technology. It has basically hit a plateau over the past five years.

By their very nature, mobile devices are much more reliant on battery power, and many web experiences are power intensive. Since it’s likely that we’re going to be operating with the battery technology that we have right now for at least the next several years, content creators need to consider ways to optimize battery usage. From a hardware perspective, the addition of multicore processors and graphical processing units on smartphones and tablets promises to deliver some increases in performance along with longer battery life.

Since Flash is such an integral part of the web, we at Adobe have focused a lot of our energy on optimizing its mobile performance with battery limitations in mind. In addition to working with our hardware partners to optimize Flash Player for their devices, we’ve also focused on making Flash smarter in how it manages the CPU resources that it uses. For example, Flash will automatically pause the content that is running when the browser is hidden from view or the current browser tab is placed in the background.

The display itself is usually the primary power drain on devices, followed by using the radio for communication. Some of the simplest things such as turning the brightness down on the screen go a long way toward preserving battery life. Also, there is a difference in power usage on some displays based purely on the number of lit pixels vs black pixels – the more bright pixels on a page, the more power is used.

Typically, with innovation like advances in battery technology, there will be another s-curve that will slowly ramp up and then give us a major leap ahead of the current state of the art. There’s a lot of research and investment happening in the realm of battery technology. I expect we will see a major breakthrough over time in this area, which will enable even more radical performance for mobile computing, perhaps even bridging the gap with desktop computing.

The computing experience of today, of course, is not just a local one, it is a highly interconnected one. All the computing power and battery life doesn’t really matter much unless you can also connect to the Internet. There is radical bandwidth improvement underway that will further drive the multiscreen experience.

The typical connected US household uses either cable or DSL right now, likely running between 10-20 megabits per second. In some countries, of course, it’s faster than this. Wireless data connectivity is starting to increase around the world, and there is a coming breakout where we will see a crossover: wireless bandwidth is going to exceed wireline bandwidth. People actually will have a stronger connection to data on the Internet with a wireless connection, which is being driven by 4G technologies, such as LTE.



Wireless operators already are starting to roll this out, starting at speeds of 10-20 Mbps, and the technology has the ability to ramp up to 50-100 Mbps on a per user basis over the next several years. Of course, this speed will vary depending on which type of building the user is in and other factors, but generally we can expect to see wireless bandwidth over time that’s about five times faster than what we’re experiencing today.

Overall it is going to be a plentiful bandwidth environment, and that’s going to be great for anyone building experiences such as streaming HD video, multiuser games, or rich, live collaboration on the web.

Screen Size
For many years, web designers and application developers looked at the average computer screen size and aimed at that in their work. Over time, this size gradually increased and now we are at a point where this has splintered into many screen sizes. One can no longer design to a single average size.



Smartphones are increasing in resolution and will likely plateau around 960×640, as they remain small enough to hold in your hand. Emerging tablets range in size from 7″ to 10″ and some will be even larger, with resolutions between smartphones and PCs. Internet-connected televisions have an HD resolution of 1920×1080, a very high fidelity screen connected to the Internet. Some desktop computer displays are delivering even greater resolution.

Some content providers have chosen to tackle this diversity through multiple implementations of their websites. But as more and more form factors are added, this approach becomes impractical. Ideally, to take into account all these screen sizes, content can be created once and made adaptable so that it will adjust to a diversity of screens. One emerging approach that is to use CSS to skin your site across displays. Another is to design multiple presentations of content while reusing common elements such as story flow, images, and video that may be dynamically adapted.

In addition to screen size and resolution, content needs to take advantage of the different input methods — whether it’s a touch screen, remote or keyboard. The touch interface in particular requires a rethink in how to best present content and design applications for that direct input model, while still reusing content where appropriate across these different interface models.

Desktop vs Mobile Internet Use
This transformation from desktop to mobile is happening now. Below is a chart from a recent Morgan Stanley report, showing that desktop connections to the Internet are continuing to increase. In the next three or four years mobile computing is going to exceed desktop computing on the Internet.



All of these changes together represent a bigger shift in computing than the personal computer revolution.

There are already hundreds of millions devices in the hands of people connecting to the web. Over time, the majority of people using web content and applications will be connecting through a mobile device. In 2010 alone, over 350 million smartphones were sold and the tablet form factor accelerating quickly from more than 18 million tablets this past year. The first Internet-connected TVs have started to hit the market, and hundreds of millions of these TVs and set-top boxes are expected to ship worldwide in the next five years.

This multiscreen revolution is a great opportunity to create new experiences for people. However not all web content and applications are ready for this shift yet. Much of the web was designed and developed to leverage the power, capabilities, typical screen size, and fixed nature of the personal computer. It’s imperative that we all shift our thinking in content and application creation to mobile-first and embrace the constraints of mobile to create an even better experience for users, both on small screens and larger screens.

At Adobe, this is an exciting time of change in how we look at building our tooling, runtimes, and cloud based services to help people best express themselves in the multiscreen world. To learn more about these trends and get some insight into how we see this is transforming web sites, digital publishing, video, enterprise applications, and gaming, you can watch my presentation at Adobe’s annual designer & developer conference, MAX (the keynote begins 15 minutes into the video stream).

A presentation showing these trends is also available here — feel free to share this information and embrace the multiscreen revolution.

MAX 2010 Kicks Off in Los Angeles

Adobe is making headlines this week as we kick off our annual MAX conference in Los Angeles. Sign up here for live streaming of Kevin Lynch’s keynote.

Over the next three days, we’ll highlight innovations, sneak peek new technologies and illustrate how Adobe is powering the multiscreen revolution – solving the challenges of multiscreen authoring, delivery and measurement with Flash and HTML5. We’ll also share news about the future of digital publishing, Web and mobile advancements, the latest enterprise solutions and perspective on multiscreen gaming trends.

For more context on Adobe’s news today, visit the Adobe press room for more. We’ll be posting photos and video footage throughout the event. We’ll also be posting photos and video footage throughout the event on, Flickr, and YouTube.

Adobe Delivers HTML5 Support in Dreamweaver CS5

Adobe delivered some very exciting news this morning at the Google I/O conference, where our chief technology officer Kevin Lynch, announced the immediate availability of a new HTML5 Pack extension for Dreamweaver CS5. The extension demonstrates Adobe’s commitment to supporting its customers with the tools and technology they need to remain on the cutting-edge, so they can continue to create compelling content and move their businesses forward.

The HTML5 Pack extension is available as a free download for Dreamweaver CS5 users on Adobe Labs. Learn more on our Design and Web blog.

Watch the demo below to see it in action!

Flash Player 10.1 demos from MAX 2009

At MAX 2009, Kevin Lynch demoed Flash Player 10.1 on loads of devices — smartphones, netbooks and a TV.

Did you miss the live feed?
Watch it all right here:

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