Has Adobe Got Back In the Game After the Death of Flash?

So have Adobe rocked back onto the scene with this, the supposed-ed 'next generation of the online video experience' ?

Well, lets take a look back at Adobe and what happened with flash and why it was pulled. Essentially the mobile world was the death of flash. HTML5 was widely supported, in fact almost universally supported in mobile browsers and Adobe realized that Flash would never get there.

Apps made browser-based apps less necessary. "Essentially, users’ preferences to consume rich content on mobile devices via applications means that there is not as much need or demand for the Flash Player on mobile devices as there is on the desktop." - Adobe's chief of developer relations Mike Chambers.

Finally the platforms on a global scale were too fragmented. To make Flash work on mobile platforms, Adobe had to work with multiple hardware makers (Motorola, Samsung), platform companies (Google, RIM), and component manufacturers (like Nvidia). That took too much time. "This is something that we realized is simply not scalable or sustainable." - Adobe's chief of developer relations Mike Chambers.

Read more: http://www.businessinsider.com/adobe-engineer-heres-why-we-killed-flash-for-mobile-2011-11#ixzz2VrDiYXDG

So Flash is dead long live ......... Adobe Primetime!

Hang on, we did not mention it above, but the number 1 killer of Flash was Apple and there stance on not supporting flash on any Apple device. Remember those frustrating days when you couldn't watch a clip on a website as it was a Flash player! Did Apple kill Flash, or was it Steve Jobs himself? Even if HTML5 would have killed Flash in the long run, Jobs certainly accelerated the demise of Flash,

So if Applie blocked Flash what is going to happen to Primetime? Great question, basically Tim Cook is not Steve Jobs. So we are now faced with Primetime coming to IOS and Andriod in the coming months.

What is Adobe Primetime?

Adobe Primetime was built from the ground up combining many different technologies into one and leverage existing partner solutions so that broadcasters can deliver a robust, rich live streaming or HD video on-demand experience to global audiences. The video industry is undergoing a shift towards standardization and interoperability, and it is that interoperability that will catapult the volume of video available to consumers.

On top of this, Adobe’s Project Primetime is an ambitious attempt to bring broadcast TV into the multi-platform Internet age, and the company has announced several new additions to it: a MediaWeaver ad insertion tool and a new Primetime Media Player for delivering content.

“The introduction of Adobe MediaWeaver and Primetime Media Player mark a significant step in making broadcast TV content and ads work seamlessly online as more content is consumed across devices. This is a massive opportunity for the industry, and we are working closely with leading TV content owners and distributors to better deliver and monetize broadcast content across all major platforms,” said Jeremy Helfand, vice president of monetization, Adobe.

A beta of the complete Project Primetime solution is available now as an SDK for Windows, OS X, Android and iOS. Adobe first announced the project in February. The suite of tools plays a key role in the TV Everywhere authentication solution that companies like HBO and Showtime have been using.

Here is Jeremy to explain all about Primetime




At NAB 2013, Adobe collected the 'Best of NAB 2013' award, here is Adobe VP of Video Solutions Jeremy Helfand (Again!)



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