More than 80% of U.S. adults own a cell phone, but a combination of factors prevents them from using their phones to access online information services.

To catalyze this change, Adobe offers solutions for three key parts of the mobile ecosystem. For operators like Verizon, we offer complete solutions for delivering interactive branded data services that improve the user experience. For device manufacturers like Samsung, we provide a mobile version of Macromedia ® Flash ® Player, the world’s most ubiquitous media player that enables the display of engaging Flash content. And for designers and developers like you, we offer a comprehensive and easy to learn and use authoring tool that enables over one million developers worldwide to build rich applications and branded interfaces three to five times faster than they can with any other technology.

These three solutions combined enable a whole new mobile experience that is emerging around the world. Below you’ll find an overview of our Flash Lite™ technology and how it affects content developers, media owners, device manufacturers, and mobile operators.

Flash Lite technology
But first, let me tell you about Flash Lite, a Flash technology that we developed specifically for mobile phones and consumer electronics devices. The latest version, Flash Lite 2, is based on the desktop Flash Player 7 standard for content, which means that content developed in the latest Flash authoring environment can be repurposed for mobile and consumer electronic devices. Some of the new features in Flash Lite 2 include the ability to dynamically load multimedia content (such as images, sound, and video) based on supported codecs available on the device. Flash Lite 2 also provides video support and external multimedia support, including device video as well as image loading (GIF, JPEG, PNG with transparency) and audio loading.

Adobe authoring tools
The primary tool for creating Flash Lite content is Macromedia Flash Professional 8 from Adobe, which includes a mobile emulator with support for over 100 different devices—with new device profiles made available as they come to market. One important thing to realize is that a content developer can create Flash

content for any platform (mobile phone, MP3 player, web, desktop, TV, and so on) with just one integrated authoring environment, Flash Professional 8.

In addition to Flash Professional 8, there are other tools from Adobe that designers and developers use on a daily basis. Whether it’s for graphic design (Photoshop, Fireworks ® ), illustration (Illustrator, FreeHand ® ), video (Adobe Premiere ® , After Effects ® ), or audio (Adobe Audition ® ), Adobe provides a comprehensive suite of tools.

Moving forward, we’re looking at ways to “mobilize” all the Adobe tools to create a smooth workflow for mobile content creation. This is one of the most exciting projects going on at Adobe.

Now let’s look at how different segments of the mobile ecosystem will benefit from this technology.

Content developers
One of the fundamental things to realize about creating mobile Flash content is that it provides the possibility of recurring revenue. As a hypothetical example, you might receive US$2,000 for creating a Flash game for a website. One year later that same piece of content continues to generate revenue for the website, but your payment stopped at the $2,000 you received upon completion of the project.

Now here's another hypothetical example. Let's say you create a Flash Lite game (or cartoon, application, and so on) and a mobile content aggregator distributes your content to its partners (usually operators). Depending on the specific contractual arrangements, you might only receive US$100 for your content, but as part of your contract you would receive a percentage of every download—say 10 cents per download. One year later your piece of content has been downloaded 125,000 times, so you’ve made US$12,500 in royalties in addition to the $100 you were paid up front—that’s US$12,600 for one piece of content. These numbers are hypothetical, but as you can see there’s a lot of potential for Flash Lite developers to make money.