Mobile

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This past year, Macromedia has experienced incredibly exciting progress and growth in its mobile and devices strategy, and attendees at MAX 2004 were the first to catch a glimpse of what the future has in store for the Macromedia Flash community. On Mobile Day at MAX, developers had the exclusive chance to hear from Macromedia, wireless industry leaders, and fellow developers about how to work together to create compelling mobile content - and no one is better positioned to help drive the direction and meet the growing demand for engaging content for mobile devices than Macromedia and the Flash developer community. To help content owners and Flash developers make the most of the opportunities in this brave new mobile world, Macromedia has introduced the Mobile Developer Program (www.macromedia.com/devnet/devices/dev_program).

A Fast-Growing Market for Flash Developers
The goal of the Mobile Developer Program is to pull developers into the growing momentum of Flash in the mobile phone industry. In 2003, Japan's largest operator, NTT DoCoMo, was the first to adopt Macromedia Flash Lite. Since then, 10 more operators have adopted Flash Lite for their mobile offerings, including KDDI, T-Mobile, and 8 i-mode global operators - and the number of companies interested in incorporating Flash Lite into new phones continues to grow. With more than 23 million Flash-enabled handsets in the hands of consumers, and many millions more to ship in the coming years, there is a very strong and ever-growing market waiting for the Macromedia developer community.

The reasons why Flash Lite is quickly becoming the platform of choice for handset manufacturers and operators who want to provide rich interactive mobile content are not surprising. By supporting rich user interfaces and rendering engaging content that consumers demand, Flash Lite makes it easy for original equipment manufacturers (OEMs) to build and customize user interfaces, and for operators to differentiate their content and service offerings. Also, Flash is the standard for creating rich interactive content; every major Web site uses it, and brand holders are eager to port their existing content to the mobile platform. With more than 1 million seasoned Flash developers on hand, whose experiences creating rich user interfaces, games, animation, and applications of all types are instantly applicable to the mobile phone market, OEMs and operators know that the Flash community has the bandwidth and know-how to meet the fast-growing demand for compelling mobile content.

If you're a developer or content owner, or if you're looking for opportunities to create new content or extend the revenue opportunities of existing content or entertainment brands, look no further. Unlike the Web, where users are less willing to pay for content and businesses often give content and services away for free - often as an extension of their marketing and public relations efforts and without counting upon an immediate return on their investments - the mobile space is populated by millions of users who have come to accept that they must pay for mobile content, including games and other content services. In the pay-as-you-connect mobile world, the continuing improvements in the speed and capabilities of mobile networks will bring a new brand of mobile applications to millions of wireless users and communities. Looking ahead, Don Harris, CEO of AirMedia (www.airmedia-inc.com), a developer and publisher of mobile applications for leading brand holders and a charter member of the Mobile Developer Program, anticipates "a multibillion-dollar revenue opportunity to create and deliver engaging mobile entertainment applications that will deliver a user experience unlike any other to date."

A Program Developers Can Count On
The goal of the Mobile Developer Program is to facilitate the creation of content for mobile phones and assist developers around the world in building mobile content businesses. More specifically, the program is designed to open the fast-growing global mobile community for Flash developers, help developers around the world to market their products better, and accelerate the global deployment of Flash content for mobile devices. To that end, the program currently offers the following benefits to participants:

• Developer services and support: The Mobile Developer Program offers the range of technical benefits and services that developers need to create content for Flash-enabled mobile devices. Program members get access to a wealth of useful resources - including basic development tools and a large library of quick-start guides, technical information, tips, and tutorials - that build on and extend existing Macromedia Developer Center resources, as well as expert developer support, training, and development assistance.
• Marketing assistance: To help developers and content owners find new ways to cultivate business opportunities and potentially monetize their efforts, Macromedia will provide co-marketing support for qualified program participants. This support includes an online showcase produced by Macromedia that features new content and applications for the mobile platform. Featured products may be included in press and analyst awareness programs, and Macromedia can facilitate and coordinate the participation of featured developers in key industry events, including sponsored speaking opportunities.
• Information sharing: Timely knowledge of new possibilities is crucial for the development of optimal solutions. To ensure that developers are always plugged into what's happening in the mobile space and to facilitate an ongoing dialog between Macromedia, developers, content owners, and operators around the world, the Mobile Developer Program team will keep developers informed about upcoming events such as trade shows, conferences, seminars, contests, and more with electronic newsletters.
• Direct access to Macromedia: Program members will have direct access to the Macromedia Mobile & Devices team. Through this access members will have a unique opportunity to help shape the current development and future direction of Mobile & Devices products.
• Business support: As part of the Mobile Developer Program, Macromedia will work closely with operators, developers, and content owners around the world to build a broad ecosystem for mobile content. Macromedia will initiate business discussions for the distribution of content to mobile phones and introduce Mobile Developer Program participants and partners to business opportunities that will help both developers and publishers expand their businesses. While Macromedia secures distribution and monetization opportunities for the Flash mobile community, developers can focus on creating and delivering compelling mobile experiences.

Showcase Opportunity: Make a Name for Yourself
As part of the new Mobile Developer Program, Macromedia has launched the program's first annual Flash Lite Content Contest (www.macromedia.com/mobile/special/contest). The contest provides developers with the unique opportunity to showcase their innovative work as well as a chance to be among the first participants in the program to gain recognition within the mobile community and monetize their efforts. Using the Flash Lite content development kit (CDK), program participants can submit entries in the following categories: Most Innovative Use of Flash Lite, Best Game, Best Interactive Content, Best Educational Content, Best Business Application, Best Productivity Application, Best Animation, and Best Overall Use of Flash Lite.

The grand prize winner will be rewarded with a 42-inch flat-screen TV, and first-place winners in each category will receive a 20GB Apple iPod. In addition, all winners will be showcased on mobile.macromedia.com. Those with the most promising content will be introduced to operators for a chance to distribute their compelling content and potentially generate revenue opportunities.

Get with the Program
Don't miss out on the exciting new opportunities in this mobile space. Operators and OEMs count on the Flash community to meet the fast-growing demand for mobile applications that engage, entertain, and inform from any location and at any time. Take advantage of the new Mobile Developer Program, which has been designed to meet the unique needs of the Flash community, and to succeed in the lucrative mobile phone market. You can register at mobile.macromedia.com for this free program. Registration provides access to the Flash Lite CDK and regular communications from Macromedia, including the Mobile Developer Program team's future monthly developer newsletter and targeted developer e-mails.

At mobile.macromedia.com you will also be able to pre-register for the much-anticipated FlashCast CDK (previewed at Mobile Day at MAX 2004), which enables developers to build push-type information services and interactive applications that are bound to revolutionize the mobile consumer space. The Mobile Developer Program team will notify you as soon as it is available.

References
To get started with Flash Lite, check out the following links:

Macromedia Flash Lite 1.1 Developer Center: www.macromedia.com/devnet/devices/flashlite.html

Evans, Troy. "Introducing Macromedia Flash Lite 1.1": www.macromedia.com/devnet/logged_in/tevans_flashlite.html

Perry, Bill. "Best Practices for Developing Macromedia Flash Lite 1.1 Content": www.macromedia.com/devnet/devices/articles/flashlite_bestpractices.html