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Butterfly.

Session

Macromedia FlashCast: Information Finds You
Jim Morris, Macromedia Flashcast

Track: Untethered
Date: Tuesday, February 10
Time: 11:45am - 12:30pm
Location: California Ballroom C

In the history of technology and media, from the movies to the mainframes and now to mobile, the first applications always visit the old presentation paradigms onto new technologies. For some reason, folks invent a great new vehicle for media transmission and display, and their first inclination is to transmit and display the old stuff in the old way! With movies, it was filming a theatre production, complete with proscenium arch. With mainframes, what happened with the advent of the CRT? The IBM CP/67 operating system included virtual card punches and card readers, so now you could use the CRT to emulate cardboard with holes in it! And when mobile phones came out -- with the ability to broadcast or narrowcast data to people, what paradigm was used? WAP, which tried to emulate the browser on a 4 by 20 WAP screen, and has been a pretty big yawn in the wireless data space.

But there are examples where doing a new thing has made all the difference. Look at TV, for instance. Interactive TV has been pretty unsuccessful for the past ten years, while Satellite TV has had an amazing ride. People don't want to interact with TV, but they sure do like to choose between lots of channels that are being fed to them.

Same with Mobile. WAP has been a failure -- people just don't want to type and hunt for information on a phone -- they want a mobile service where "the information finds them."

Macromedia FlashCast is a new mobile service for content providers, consumers, and carriers. Consumers want a mobile service with accessible channels of information that flow directly to them in real time. FlashCast is based on Macromedia Flash, which boasts an existing community of designers and developers. Content providers already proficient in Macromedia Flash can develop content and applications for FlashCast using the same authoring tool they use for their web content. Macromedia has created a business model that ensures the content providers can benefit financially from their content and FlashCast provides a "canvas" of magnitude more creative than a 4 by 20 WAP screen.

This talk explains how all of this works, and how everyone can use FlashCast to produce and/or consume up-to-date and "TV-like" graphically-rich information delivered by FlashCast directly to the phone.


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