Adobe’s Engagement Platform

Knowledge@Wharton interview Bruce Chizen:

Knowledge@Wharton: Let’s start with the basic question: What was the primary motivation behind the acquisition of Macromedia?

Chizen: Flash.

Knowledge@Wharton: That simple?

Chizen: The combination of [Acrobat’s] PDF [file format] and the Adobe Reader with Flash’s SWF [file format] and the Flash Player enables us to create an “engagement platform.” Think of it as a layer or a vehicle in which anybody can present information that could be engaged with in an interactive, compelling, reliable, relatively secure way — across all kinds of devices, all kinds of operating systems. If you look at the success that Adobe has had with Adobe Reader and the ubiquitous nature of that client combined with what Macromedia has done with the Flash Player — especially on non-PC devices — that puts us in a position that is probably better than anybody else’s.

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Rajesh Jain

An Entrepreneur based in Mumbai, India.