Before Adobe Systems (NSDQ: ADBE) CEO Shantanu Narayen took the stage, they played a video about the evolution of the phone, starting with the first brick to text messaging to location-based services. Then it showed people protesting and demanding things like the mobile Internet, video, and even access to eBay (NSDQ: EBAY). The message: free my browser and the Internet on the phone, obviously alluding to the walled garden and the trend right now to open things up to be more Internet like. Generally, the speech focused on this theme, and suggested that a standard moving forward should be Flash. Here’s highlights:
— Opening remarks: As the video said, there is something happening here. We are seeing the second revolution of mobile. The first was voice, but now the Internet is revolutionizing mobile. There are three dynamics: dramatic subscriber and network growth; innovation we are seeing on the devices; and customer expectations are changing. On the network: We have over 40 million people today on the mobile Internet, and now there’s 600 million worldwide 3G subscribers. There’s over 1 billion people in emerging markets that will never use the PC to access the Internet. Innovation: When you see the more powerful devices with more battery life, richer interfaces…the reality is that these devices are creating a highly engaging and rich experience that consumers want on the Internet. Expectations: They will be demanding a more personalized and engaging experience on the Internet. They want the experience not just with mobile devices, but across multiple screens.
— Connecting to the Internet across devices: We are moving from a world where we have experience from the Internet to a multi-screen experience from in the browser, but also outside the browser, so that the Internet can be accessed on multiple screens.
More after the jump…
— Demo of finetune: Using Flash, they showed how the music player works in the browser on the PC, on a light-weight version on the PC, and on the phone, and then using the same technology delivered it on the Nintendo Wii to play the same music. “This type of multi-screen experiences will stand out and be able deliver services across multiple devices.”
— Expectations not being met: “It is really difficult to create these types of experiences…Some rich media on PC work great, but not on the mobile device. When consumers have that experience it’s a missed opportunity for all of us in the industry. It’s not just customers who are frustrated today, but also creators and developers. The reality is the cost of experimentation is way too high. We are not unleashing the creativity of the developer community and helping them make the experiences available on all these devices. Fragmentation is holding the industry back. This is going to cause a natural limit on the amount of innovation that is possible. A model like this can’t go on…That leads to an opportunity, and that is to de-fragment. History has taught us that the mobile Internet is so big, is that we will have to come together to unleash the creativity.”
— Unleashing the mobile Internet: When we think about the mobile Internet there are five elements that have to come together: the networks, the devices, ease of development and open standards.
— Flash demo: By working with partners like Nokia (NYSE: NOK), we are integrating Flash into the next generation of browsers. On the E71, you are seeing a clip on YouTube without encoding, straight from the site. In a service called Photoshop.com from a PC, you can bring in photos, or publish out to other sites, like social networks. They are announcing today Photoshop Mobile, So from a phone, you can pull down your photos from the PC, and upload photos taken on the phone to the PC. In a third demo, they showed how Qik is letting you publish live video to a Web site.
— Ease of development: At Adobe, we’ve had a long history of providing tools for everyone to use. They are providing tools to take content for print or the Web and sending it to mobile. Called Device Central, a person can make sure the content works exactly the same on different devices and taking into account low battery life, etc.
— Open standards: We have to provide a consistent and open standard that works across devices and browsers. The Open Screen Platform allows you to create once and publish anywhere, like the PC, the living room, the mobile phone, etc. Partners include: Nokia, Intel (NSDQ: INTC), NTT DoCoMo (NYSE: DCM) and Qualcomm.
— Why Flash should be the standard: We are shipping Flash on more mobile devices than on PCs. We ship more than 800 million on devices. We expect that to hit 1 billion. We hope we can create the next generation of innovation. We hope that you will join us. If we do that together as an industry, everyone wins. The carriers, the handset manufacturers and creative professionals all win, and so do the consumers.