And that's it! Now it's a mad rush to go get the phones...see you back here tomorrow for the keynote!
11:21: Big surprise from Motorola for all MAX attendees - free phones? Christy Wyatt Corporate VP software and services product management morotora.
Motorla is "strongly committed" to Android, Flash. "Anyone who doesn't give you flash on the mobile device is not giving you the internet."
Yup - everyone at MAX gets a Droid 2!
11:20: Working on game controller support for Flash. Kevin is using an XBox controller on his computer to control the game. Soon you'll be able to use a variety of different controllers to play your games.
Talking about 3D in games...new support in Flash...can't wait to hear what this announcement is.
Shout-outs to community: papervision, alternativa, etc.
Showing off "Max Racer" - looks like ray tracing on a car...reflections look incredibly good. Using Alternativa.
0%-1% processor - it's taking full advantage of the GPU. Full GPU support, takes full advantage of Open GL and DirectX. We've been waiting for this for the past 3 years.
Using a steering wheel game controller to play the racing game, driving it around a 3D demo of the MAX conference environment.
Codename for the project: Mole Hill. Immersive 3D, coming to the web very soon. This is huge for Adobe. I wonder what the Unity 3D team thinks.
11:15: Showing off social game development in Flash. "Idle Worship" demo. Everyone in the game is a god; you get more faith currency by making the mudling people feel your presence through a variety of benevolent and malevolent means. The controls, interaction, and game play all look really fun.
Everyone at MAX is added to the private beta for the game - can't wait to try this out.
Mobile version "God to Go" is coming soon.
Showing off what's coming in mobile gaming.
11:10: Controls for the game change based on the device it runs on, but it's one game swf.
Showing the game running on a PC and a Samsung Galaxy S phone. The phone has controls overlaid on the screen; the PC tells you which keyboard keys to use at the beginning and then gets out of the way.
Showing a retro shooter game that uses hardware acceleration for graphics on the phone.
AIR for Android is available today! No more pre-release only usage.
Showing off building games for mobile in Flash Pro. Publish straight to Android (APK) file or back on to iOS now that Apple has allowed it again.
11:05: BlackBerry Playbook Developer Kit available today. If you write a new air app and it's accepted to the BlackBerry app store, you're eligible for a free Playbook. Start writing those apps, devs.
Moving on to the last section: Gaming.
Supporting multi-screen gaming using Flash.
Demoing a promotional game for the Green Hornet movie. Green Hornet's car is here at MAX!
11:00 Demoing the BB Playbook, talking about the importance of getting Flash developers and AIR developers onto the Playbook platform.
Multi-tasking enabled for AIR on the playbook; you can run multiple AIR apps at a time (I'm not sure why that's such a big deal, but he seems excited.)
Showing off HD video running in a media player in AIR. This is Flash stage video. Running along with all the other apps - you can see the video still run in his zoomed-out multi-app view.
API's open to developers. Trying to bring up the mobile device; not dumb down the experience.
Full browser enabled in AIR. Can play youtube video in AIR; runs the real YouTube site.
10:55: Kevin talking about the importance for multi-screen CMS in health care. Video from a hospital in Toronto. "Any image, any time, anywhere" - this hospital takes tons of images and they want everyone to have access to the images they need. Application called eUnity used to share the images across multiple devices on the network.
Working on getting the image sharing application approved by the FDA here in the US; already approved and in-use in Canada.
Demoing eUnity on a tablet. App is built with Flex 4.5.
Flex 4.5 beta available today!
Demoing the app on a Black Berry Playbook. RIM co-ceo coming out to do the demo, talk about Playbook.
10:50: Showing off a demo of the CMS installation. WYSIWIG editing for enterprise level CMS in a web app. Drag and drop images, edit content in place. Works for mobile. Looks a lot like a web-hosted Dream Weaver combined with a CMS for multiple screens.
10:45: Talking about the importance of multi-screen for Enterprises and how Adobe enables them. LiveCycle for process and social, acquiring Day software for content, SiteCatalyst for Analytics and measurement.
CTO from Day software is here, talking about their acquisition and what multi-screen means for content. Multi-screen has ramifications for content management. First is obvious: presenting different content to different devices. Second, people need a simulation framework to create content for different devices so that they don't have to have them all. Need discrete control. Third, you don't want to communicate the same content to everyone on every device: finding ways to take context into consideration.
Day provides a multi-screen CMS. Showing off their web product. Easy to use, easy to install "contrary to the perception" of how enterprise software works.
10:40: Kevin talking about some new tools coming out. Sounds like small apps, similar to adobe Ideas or photoshop app.
Showing off a content-aware fill photo app. Content-aware fill is always impressive in a demo.
Color-mixer app - lets you mix colors like it's a physical palette. Once the colors are mixed, connect your tablet to photoshop and it pulls the colors in, changes the color picker in photoshop.
Next up: enterprise apps.
10:35: Yahoo generates 140 different encodings for videos on their website. This is a huge production problem for normal people - hard to encode and push out all those different versions.
Later this year: Flash Media Server will convert all these different versions of screen sizes and bit rates from your single source file. Upload your source, it auto-converts all these versions.
Streaming video from the Adobe Device lab. This will be part of the conference, lets you spend some time playing with all the different devices. Many of the latest phones and tablets that are out today. You can upload and try your own apps on the phone if you bring your laptop. Tutorials on how to program, test and deploy your devices on mobile with a bunch of Adobe people to help. Adobe is really into mobile.
Adobe's Experience design team, product team members, engineering team members, evangelists will be there, along with Motorola employees as well. Open for most of the conference.
Other advances in FMS: peer assisted video distribution. Share video data between instances of Flash Player across local players in a p2p fashion instead of having everyone download it. Saves a lot of bandwidth when everyone in your office is watching the same youtube video.
10:30: epix CTO: consumers want to watch TV on everything, producers want analytics, studios want security. Flash provides all of these things well.
Showing Star Trek video running on his Droid 2 phone. The quality looks really good. Syncs your place in the video back to an AIR for TV app so you start where you left off. Error! IT failed to play. Awwww. Looks like this one needs a little more work.
Encoding video for multiple screens provides a lot of new difficulties: need to tailor your videos to multiple screens now rather than just the web. Going to talk about Adobe media encoder and video streaming now. Adobe does 7 different encodings in Media Encoder now for all the different connected devices on the web. This will be available this week on Adobe Developer Connection.
In an upcoming version, you'll be able to take a video, drop it into a watch folder, detect and automatically encode whenever your video changes. Much easier for producing multiple versions of the video.
10:25: HD quality in the HBO video streaming over the net looks really good.
New way to display video in Flash: Stage Video. Takes full advantage of hardware acceleration (though he didn't make as big of a deal about this as it seems like it should be!) Going to bring this onto phones and other 10.1 devices.
Talking about Adobe AIR on the tv now - apps for TV?
Showing an app from epix, a multi-screen video company. The app lets you load and watch videos in-app - their own little netflix or on demand. Provides more experience around the film than other providers.
AIR for TV announced, released for manufacturers and available today. The SDK for developing apps for the TV is out in 2.5 today. First partner: Samsung. Bringing CTO of epix on stage to talk about what's coming for them in the future.
10:20: Site Catalyst analytics for the magazine is really interesting, similar to the web. See which pages people read, see which pages people stop on, see how they navigate. Digital Publishing Suite Beta is available today for video publishers.
Next up: Video.
Video in Flash: 120 Petabytes (120 billion megabytes) downloaded in just the last month. Most video is still being viewed in Flash.
Flash Player 10.1: 74% penetration in less than 3 months; fastest adoption of Flash Player in its history.
Newest form factor Adobe wants to enable video on: internet connected TVs.
Demoing google TV. Getting some video from Amazon on Demand. Full screen, HD video, all running through Flash.
Showing HBO app. Designed to play TV on a computer, but it works back on the TV again too.
Showing the New Yorker on a 7" Galaxy Tab.
Announcement from Conde Nast: Conde Nast is going to use the Adobe platform to make all of their magazines digital.
Showing HTML with dynamic wrapping of text around images. Adobe wrote HTML to wrap text around arbitrary shapes, going to contribute it to WebKit(!!!) to promote improved HTML publishing.
Adobe Digital Publishing suite: Create in InDesign, then Produce, Distribute and Monetize, and then Analyze with SiteCatalyst in a different adobe web app. Not sure what this production, distribution, etc. app is called.
10:10: Showing off the latest version of WIRED. The cover of that one is clevage - Kevin quickly switches back to the previous issue on electric cars. Demoing on an iPad. Conde Nast CTO Joe Simon coming on stage to talk about their apps.
Wired digital edition out-sold the print edition with the first issue in the app. Physical / print sales stayed the same. What a huge profit center for WIRED.
Now Kevin is pulling up some Android tablets, showing the Android app is more or less the same as the iPad app. Pushing the multi-screen experience - Adobe enables personalization of the brand over personalization of the device.
10:05: Showing some other views of peonies - panorama images that can be scrolled in place, a recipe where the description scrolls so you can keep the instructions and ingredients on the page (not having to flip pages back and forth.)
This app is being demoed on an iPad.
Other similar features to the WIRED app that we're used to: in-line video, audio, etc.
10:00: Publishing is still figuring out how to work with digital, but there are big opportunities now that Adobe wants to be involved in. Showing some of the real magazines - WIRED and Nat Geo. The two are unmistakably different in their real content, but their current web experiences aren't as different. Aren't as personal. Aren't as branded.
Big opportunity on tablets to differentiate the experiences.
Martha Stewart is here to show off Martha Stewart living 20th anniversary app.
Martha showing off some of the fancy features in the magazine: animated cover, very stylized pages. Feels much more like a real magazine.
9:55: Kevin showing off a new HTML tab in Site Catalyst. I haven't seen this tool before, but it looks like Omniture analytics re-branded for Adobe. The new tab shows the number of browsers that support different HTML5 features. You can subscribe for alerts for when different HTML5 features hit certain adoption rates among your users or the larger site catalyst user community at large.
Next up: digital publishing.
9:50: Next Kevin's talking about motion graphic design for HTML5. A new project, codename EDGE. Kevin showed this off at Google IO recently. It has a timeline on the bottom, content area on the top, looks similar to Flash CS5 or Flash Catalyst. It uses jQuery!! Shows a page consuming a JSON data structure, builds a simple site animation using the tool.
9:45: By 2013, there will be more people connected to the internet using a mobile device than a desktop computer. Right now many people design for desktop, but soon you'll be doing "mobile first." Nice to hear Kevin echoing the mobile first revolution!
Kevin talking about Adobe's focus, services. Tools, frameworks, servers, services (Livecycle, Acrobat.com, hosted CS5.) Five focuses for today: websites, digital publishing, video, enterprise applications, gaming.
First Kevin's going into websites. The big question: how do you serve pages to all the different devices connected to the web?
Using CSS layouts to be appropriate for the screen size. Showing the Adobe Developer Connection and all the different CSS layouts Adobe built for the site. Good to see Adobe promoting standard best web practices.
Adobe working to enable flexible layout CSS authoring in Dream Weaver CS5. Showing some new updates to Dream Weaver. There's a "multi-screen" button that walks you through breaking out different CSS files for different devices.
9:40: Bandwidth, screen size also increasing. In reference to bandwidth, "You're not going to have to hold back when making your experiences" - I wonder if this is a reference to Flash's performance on mobile devices?
9:35: And they're done! Now the real session is starting up. Kevin Lynch is on stage. Talking about trends that are affecting our industry. Processing power: phones are where PC's were about 7 years ago. Battery power has also been increasing. Leveled off in the past few years, but they're powerful enough to run dual core processors on mobile devices.
9:23: Serge plugged a few cables in. Eric's audio is going to Joa's 3d wave form visualizer, which pulls it's visual data from Natzke's composition.
9:20: Serge Jespers on stage, asking everyone to silence their phones and introducing the artists.
9:15: Eric Natzke just joined them on stage, doing some live art on a large touch screen.
9:12: There's a DJ (Eric Clark?) going nuts with audio tool and Joa Ebert is on stage programing in real time to the music.
The general session should be starting soon.