Flash is dead! Long live Adobe!

by Kris_Tuttle on May 3, 2010

The plat­form war regard­ing Adobe Flash seems to have ended with­out a strug­gle. Adobe can thank Steve Jobs and Apple for mak­ing the end short and sweet. The past few months have been filled with intense debate and tech­ni­cal analy­sis of Flash ver­sus HTML 5, but at a high level it boils down to the fact that Flash is old and HTML 5 is new.

From a per­sonal stand­point I’ve always found Flash to be mildly annoy­ing as applied to most web­sites (do I really need to watch ani­ma­tion to find out if the place is open on Mon­days?) and fairly com­pli­cated to imple­ment. How­ever, for some appli­ca­tions Flash cre­ates very impres­sive and easy to use pre­sen­ta­tion and nav­i­ga­tion ser­vices. But the learn­ing curve is steep and of course one has to pay Adobe for the privilege.

Flash would have prob­a­bly stopped grow­ing and more grad­u­ally faded as a deploy­ment tech­nol­ogy over time. Apple and the let­ter from Steve Jobs made the process hap­pen faster and more crisply. Not every­thing that is out­lined in the let­ter is strictly true but the verac­ity is enough to be con­clu­sive for most readers.

So what does it mean for Adobe?

It will be impor­tant for Adobe to accept and embrace HTML 5, as many infra­struc­ture and con­tent providers are doing. They will gain noth­ing by being opposed to it. I think of HTML 5 as just another visual ren­der­ing method. Flash has more in it but that doesn’t mean con­tent and appli­ca­tions can’t use HTML 5 instead. So Adobe should end up being part of the solu­tion rather than a prob­lem if they are smart about it.

Flash is also only a small part of what Adobe offers today, so the sooner the focus shifts off Flash and to the larger set of prod­ucts in the Adobe Cre­ative Suite (Pho­to­shop, Illus­tra­tor, Designer, Acro­bat, DreamWeaver, etc.) the bet­ter. Adobe also has an under-appreciated fran­chise in the enter­prise with Live­Cy­cle and some col­lab­o­ra­tion products.

As for Flash and Adobe Air, they will con­tinue to be of inter­est to devel­op­ers who want to build appli­ca­tions that run across plat­forms. Although Steve Jobs rests his argu­ment in large part on the inef­fi­ciency of not writ­ing directly to a spe­cific plat­form, the fact is the cost of sup­port­ing mul­ti­ple plat­forms is very high and for many appli­ca­tions the dif­fer­ences between platform-specific imple­men­ta­tions might be slight anyway.

From a stock stand­point, Adobe (ADBE) is trad­ing at a dis­count as investors digest all this con­tro­versy and try to mea­sure how much impact it will have on the Adobe busi­ness and/or the mul­ti­ple afforded it. I’d say the cur­rent price rep­re­sents some extra value for investors since it makes the upside to our Intrin­sic Value esti­mate of $42 pretty attractive.

As long as Adobe man­age­ment seizes the oppor­tu­nity they have to take a lead­er­ship role in help­ing the cre­ative world move for­ward with more pow­er­ful tools like CS5 and with sup­port for new stan­dards like HTML 5, stock­hold­ers are likely to be rewarded from cur­rent levels.

[Dis­clo­sure: The R2 Model Port­fo­lio has long posi­tions of both Apple and Adobe as does the author at the time of this writing.]

{ 1 comment }

Raul Hayes May 3, 2010 at 6:21 PM

I don’t understand all the speculation on the web that Adobe will oppose HTML 5. HTML 5 is going to be the greatest thing that’s happened to Adobe in a long, long time.

First, every Dreamweaver (yes, Adobe does sell HTML design tools, too) and Flash customer is now a prospect for a new web development tools. Getting people to upgrade to new versions is one of Adobe’s biggest challenges. HTML 5 will virtually force all of Adobe’s customers to upgrade. This is going to drive huge CS6 sales down the road (when both HTML 5 and CS6 are released).

Second, Adobe makes nothing off the Flash Player. It costs them to support its development and distribution. If HTML 5 were truly able to eliminate the need for Adobe to spend money building new versions of the Flash Player, that reduces Adobe’s expenses.

Adobe makes money selling tools to build web content. If the web is going to be rewritten in HTML 5, their sales and revenues will boom. Does anyone really believe Adobe doesn’t realize this?

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