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Adobe Answers Apple On Flash - With An Ad Campaign

May 13, 2010

Change of strategy over at Adobe today, who decided to answer Apple's tough stand on Flash in a new way, with love.

Or at least that is how it appears like at first. In fact, this eye-catching campaign deployed on Engadget and in the Washington post will simply send you back to an open letter by Adobe's founders on "Open Markets". Not much love there, their point being mostly that we should be free to consume content where we want and how we want. In short, the Internet should be open and they think Apple is preventing that.

I'm probably biased, but I find it dull. Check it out and tell us what you think, especially compared to Jobs' own letter:

The genius of the Internet is its almost infinite openness to innovation. New hardware. New software. New applications. New ideas. They all get their chance. As the founders of Adobe, we believe open markets are in the best interest of developers, content owners, and consumers. Freedom of choice on the web has unleashed an explosion of content and transformed how we work, learn, communicate, and, ultimately, express ourselves. If the web fragments into closed systems, if companies put content and applications behind walls, some indeed may thrive — but their success will come at the expense of the very creativity and innovation that has made the Internet a revolutionary force. We believe that consumers should be able to freely access their favorite content and applications, regardless of what computer they have, what browser they like, or what device suits their needs. No company — no matter how big or how creative — should dictate what you can create, how you create it, or what you can experience on the web. When markets are open, anyone with a great idea has a chance to drive innovation and find new customers. Adobe's business philosophy is based on a premise that, in an open market, the best products will win in the end — and the best way to compete is to create the best technology and innovate faster than your competitors. That, certainly, was what we learned as we launched PostScript® and PDF, two early and powerful software solutions that work across platforms. We openly published the specifications for both, thus inviting both use and competition. In the early days, PostScript attracted 72 clone makers, but we held onto our market leadership by out-innovating the pack. More recently, we've done the same thing with Adobe® Flash® technology. We publish the specifications for Flash — meaning anyone can make their own Flash player. Yet, Adobe Flash technology remains the market leader because of the constant creativity and technical innovation of our employees. We believe that Apple, by taking the opposite approach, has taken a step that could undermine this next chapter of the web — the chapter in which mobile devices outnumber computers, any individual can be a publisher, and content is accessed anywhere and at any time. In the end, we believe the question is really this: Who controls the World Wide Web? And we believe the answer is: nobody — and everybody, but certainly not a single company. Chuck Geschke, John Warnock Cofounders Chairmen, Adobe Board of Directors

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