1. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Honing In on Multiple Targets with a Single Codebase Jeff Tapper Senior Technologist Digital Primates Spending less on building applications frees more capital to market them

2. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Agenda  The multi-device landscape  The cost of doing business  Understanding AIR  AIR Destinations  Freeing up capital with AIR

3. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The Multi Device Landscape  Web applications are no longer enough  iPhone/iPad (iOS) is no longer enough  Android now exceeds iOS in market share  Your clients are not just using computers  Business demands applications on phones, tablets, and other devices  Each device requires different programming languages

4. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

5. Multi Device Landscape  Native Android Apps are Java  Native iOS Apps are Obj. C  Native Desktop Apps come in many languages  Consider Blackberry, Smart TVs, Connected BlueRay players, etc.

6. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The Cost of Doing Business  Deploying to all these devices gets expensive very quickly.  Moderately complex applications cost $50-150k per platform  Complex applications often cost $500k-1M/platform  Developing Apps to run in several platforms is often cost prohibitive  Unless you consider the cost of not doing it  Maintenance costs 10-20% of project budget annually, per platform

7. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Case Study  SnagFilms - The leading digital distributor of independent films, with a library of over 2,300 files  Has existing web application  Has existing iPad application  Needs to extend their reach to other devices.  Target Platforms:  Android Phones  Android Tablets  Blackberry Tablet  Smart TVs

8. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Case Study  The existing Applications each have independent code bases.  Each existing application cost a lot  Each application has separate annual maintenance costs

9. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. One App, Several Screens Android Blackberry Smart TV’s

10. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Understanding AIR  AIR (Adobe Integrated Runtime) is a Freely available cross platform runtime.  First Release in Feb 2008  Most recent release June 2011  Uses common programming languages: ActionScript, Flex, HTML and JavaScript  Applications written for web can be deployed to AIR  Can be deployed to multiple devices

11. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. FMS and Flash/AIR  Flash Media Server provides the video Flash Media Server provides the video  Consumed By:  Flash Player  AIR  HTML5  iOS  Etc.

12. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Understanding AIR  At Digital Primates, we have built AIR applications for:  International Investment Banks  Hospital Information Systems  Major TV Networks/movie studios  Major Insurance Companies  DoD Contractors  Major Consumer Electronics  Etc.

13. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Desktop Applications  AIR application can be deployed to run on Windows or MacOS with one codebase  Native Extensions  Ex: Contact Management Application with hooks into IP Phone system and Outlook Client which tracks all interaction with contacts, displays calling cards for incoming and outgoing calls.

14. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Android Devices  AIR 2.6 added mobile support -- AIR for Android  Available for all Android 2.2 and newer devices  Currently supported on 20+ tablets and hundreds of phones.  Additional capabilities above and beyond Desktop AIR (GPS, Accelerometer, Multi-touch, Camera, etc.)

15. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. iOS Devices  Current Versions of AIR now support deployment to iOS (iPad, iPhone 4, iPod Touch)  AIR for iOS applications are ubiquitous

16. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Other Devices  Current (or imminent releases) of AIR also support:  Blackberry Playbook  Smart TVs  Blue Ray players  And much more

17. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Case Study – Snag Films  Chose AIR -- one technology provides 4 applications  Single code base for 4 applications reduces their costs by a factor 3.5  Maintenance costs reduced by a factor of 4  Even considering replacing iOS application with AIR, which will introduce even more savings.

18. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Turn Reduced Costs to Growth  Companies have a choice:  Ignore customers on devices  Build separate apps for each device  Build a unified codebase to deploy to all  The cost savings of unified codebase is multiplied for each platform you need to support  Use this capital to grow your business

19. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Summary  Developing and Maintaining quality applications is expensive  Building many applications with a single code base can greatly reduce costs  A unified codebase reduces number of development teams needed  Use savings to re-invest in growth/marketing/etc.

20. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Questions ?