Webware

(Credit: OfficeMax/Elf Yourself)

It's that time of year again, when you trawl the Web for unflattering mugshots of your boss to embed on the bodies of dancing elves with the "Elf Yourself" holiday card promotion, going live for the fourth consecutive year on Tuesday. They're the brainchild of OfficeMax, which teams up annually with online animation shop JibJab to bring forth what might be the most successful social-media marketing campaign that the Web has yet seen.

Last year, a total of 35 million "Elf Yourself" cards were sent, and OfficeMax says that since it launched in 2006, the seasonal site has chalked up 284 million visits. So what's new this year? Well, there are two new elf dances! Yay! You can now, in addition to "Disco Elves," "Country Elves," and "Elf Classic," choose to model your creation off the "Hip-Hop Elves" or "Singing Elves" dances.

More importantly, OfficeMax is playing up how the latest edition of "Elf Yourself" ties into Facebook and Twitter, with an option to tweet out your video creation or to share it on your Facebook profile or a friend's. Additionally, it uses Facebook Connect so that you can source your embarrassing headshots from your photo albums or your friends'--that's clever.

It's not actually clear whether "Elf Yourself" drives up OfficeMax sales at all, but it does make some money on its own: you can pay to download the video, which normally expires once the holiday season has ended, or to order a hard copy.

Now go forth and tick off your human resources department.

There's a major movement afoot to rebuild the Web as a foundation for interactive applications. But Adobe Systems, whose Flash technology already plays that role as a nearly ubiquitous browser plug-in, believes its technology will stay a step ahead of the game.

Adobe CTO Kevin Lynch

(Credit: Stephen Shankland/CNET)

The Web application folks are focused on HTML5, the next version of the Hypertext Markup Language standard used to create Web pages, along with associated standards such as JavaScript for programming. On this agenda is work to let Web applications work while offline, display video without any plug-ins, show accelerated 3D graphics, and churn away at background processing tasks that don't slow down the user interface.

Adobe is fine with that but believes programmers today are better off with Flash. It adopts new technology sooner and with consistency across browsers, said Adobe CTO Kevin Lynch.

"Innovation runs rapidly inside Flash," Lynch said. "A lot of HTML5 is looking to Flash and saying can we do that in HTML. That's great. We're able to be a leading agent in terms of exploring what's possible in the Web."

Lynch will make his case more concretely this week at the Adobe Max conference in Los Angeles, where the company plan to announce Flash Player 10.1. Along with the plug-in comes a related technology for Flash applications outside the browser, version 2 of the Adobe Integrated Runtime, or AIR.

Flash gets the Max spotlight
Flash Player 10.1 comes with support for major smartphone operating systems except the highest profile, Apple's iPhone. AIR 2 gets new abilities to act like a native application that can take advantage of resources on a computer, not just on the network. Adobe plans to release beta versions of Flash Player 10.1 and AIR 2 later this year and in final form in the first half of 2010, Lynch said.

Although the continued work is essential to ensure Flash's relevance, the technology has a position of tremendous power in the browser market. Not only is it installed in almost all browsers, its automatic update abilities ensure the most recent version spreads fast.

"Flash Player 10 has reached 94 percent in less than a year," Lynch said. "That is unprecedented in terms of innovation engine."

To be clear, Adobe isn't opposed to innovation in HTML. Indeed, the company is participating in the World Wide Web Consortium's HTML5 working group, and AIR employs the open-source WebKit browser engine also used in Apple's Safari and Google's Chrome, Lynch said.

"We see renewed innovation happening in HTML," Lynch said. "There hasn't been as much progress in that space in the last few years, and now there is. We think it's terrific."

But even with Web site design tools such as Dreamweaver in its portfolio, the bulk of Adobe's developer relations activities and programming tools are aimed at Flash and, increasingly, AIR. For example, Mozilla Chief Executive John Lilly said he hasn't seen much Adobe involvement in the HTML5 work.

A consistent foundation
Ralph Waldo Emerson once said: "A foolish consistency is the hobgoblin of little minds." But there are plenty of times when consistency isn't foolish. Programming can be one of them, and Adobe believes Flash it has a selling point here compared to HTML.

"If you look at the number of browsers and implementations, historically we've seen a lot of variation," Lynch said. "That variation looks like it will continue to happen, especially as innovation increases. The more expression that gets added, the more challenging it get to keep that consistency."

Lynch didn't mention it specifically, but Microsoft's dominant Internet Explorer plays a big role in this new Web application era. Even the new version, IE 8, has slower JavaScript than the faster-moving rivals that are moving to embrace richer Web programming technology. Programmers wanting to reach a broad audience are better off counting on Flash than on the latest Web app technologies, and the unified foundation from Adobe means the application will work the same regardless of browser changes.

"We think there's a lot of opportunity to provide a consistent experience across the browser," Lynch said.

One specific example has been video. Although HTML5 specifies a coding method that lets video and audio play directly in the browser with no Flash or other plug-in, the standard under development doesn't specify which video compression engine to use. Apple likes H.264; Firefox and Opera like Ogg Theora; Google likes both; and Microsoft hasn't weighed in at all.

Flash supports three engines, including the popular H.264, and indeed helped enable video on the Web by smoothing over difficulties that came with other technologies such as Apple QuickTime and Real Networks' RealPlayer.

Flash goes mobile
Taking the spotlight at Max will be Flash Player 10.1, which is getting the ability to run on a wide variety of high-end mobile phones, including those using Google Android, Palm's new WebOS, Nokia Symbian S60, Windows Mobile, and BlackBerry's OS--most of the important operating systems except Apple's iPhone OS.

"We are working on Flash Player 10 for all the major smartphone OSes and for iPhone, but we need Apples' cooperation to integrate Flash Player with Safari on the iPhone," Lynch said. "In the market, we've seen a lot of interest. We believe it's one of the top requests for the iPhone still. I'm hopeful we'll be able to bring flash to the iPhone over time."

Flash Player 10.1 also adds support for multitouch user interfaces, which are all the rage for good reason right now because they can enable an intuitive, direct interaction with computing equipment. There have been experiments with multitouch in Firefox, but it's a complicated issue in general since there's some contention about whether the operating system, a browser, or a browser plug-in is in charge of interpreting multitouch commands.

Adobe had a project called Flash Lite for mobile phones with less horsepower, but the future Adobe's focus is on the full version of Flash Player 10.

That poses a challenge for Adobe, because Flash programmers often have assumed the have the full processing power, large screens, and abundant memory of a personal computer. Mobile phones have impressive hardware compared to lower-end phones, but they're feeble compared to PCs, and now programmers must reckon with them, too.

"My view is there is only one Web," Lynch said. Adobe is trying to help, though: Flash Player 10.1 includes a low-power mode that slows video rendering to preserve power; an it's able to use the processor and memory more efficiently in general. For example, graphics are compressed for use on devices with small screens and a more limited colors, Lynch said.

Consequently, one popular AIR application, Tweetdeck, which provides a polished interface to the Twitter service, requires 35 percent less memory, he said.

AIR 2: more desktop integration
For AIR 2, the software foundation is getting closer to reproducing the features that software running natively on a computer's operating system can take employ. Multitouch is one example, since the software has Flash Player 10.1 built in, but another is support for USB mass storage devices--things like digital cameras or external hard drives.

"You can plug in a device like a Flip video camera, and it'll recognize the devices, generate an event, and the AIR application can talk to that devices," Lynch said. "It's further integration with desktop capabilities. That's the soul of AIR."

Also coming with AIR 2 is an ability to hand off files to software installed on a computer. For example, an AIR application that acts as a front end to files stored on Amazon's S3 online storage system could invoke Excel when a person used the AIR application to double-click on the spreadsheet file name.

Adobe plans to follow with broader USB support for other devices such as Webcams, he added. "Mass storage is our foot in the door. That's our start," Lynch said.

AIR 2 also brings the ability to listen to particular network channels called sockets or ports, which means AIR applications can be used for multiplayer games that set up instant-messaging networks among players, he added.

AIR is popular among the active Twitter crowd and boasts a sizable collection of software. And it has potential to spread farther, especially as Net-centric companies in e-commerce, the media, and social networking seek an easy way to bridge across Windows, Linux, and Mac OS X.

Despite some advantages, though, AIR provides is an answer to questions many programmers aren't even asking. Adobe will have more convincing to do before it convinces the world AIR deserves the ubiquitous status of Flash.

The New York Times' new reader uses AIR capabilities to flow text and show video.

(Credit: Rafe Needleman / CNET)

Correction, 11:25 a.m. PST: This story misspelled the last name of The New York Times vice president of research and development. He is Michael Zimbalist.

SAN FRANCISCO--During the keynote speech of the Adobe Max conference, New York Times Vice President of R&D Michael Zimbalist demonstrated a new news reader app from the company. Based on AIR 1.5, which is being released Monday, the news reader was shown displaying International Herald Tribune content, but it's pretty clear that the company will release a reader for The New York Times as well. Zimbalist said the the IHT reader will come out "this fall," but a NYT spokesperson later said it will arrive in the first half of 2009.

There is already a desktop reader for the Times, of course, but it's a fairly heavy app. The new AIR version will take advantage of some of the new features built in to the new AIR runtime, including a fast text-rendering engine that re-flows text as you resize the screen.

Adobe CTO Kevin Lynch shows the New York Times app on the Linux-based Aigo handheld.

(Credit: Rafe Needleman / CNET)

The new app also uses the video capabilities of Flash 10, which Air 1.5 uses. The demo showed videos in ads, but it could also be used for editorial content.

Of course, there's also a nice crossword app built into it. It's not social, though. Maybe the next version?

After Zimbalist left the stage, Adobe CTO Kevin Lynch demonstrated the app running on a "MID"-size Linux computer, the Aigo. Adobe's AIR 1.5 is being released for Linux and will have the same video and text-rendering capabilities of the Windows and OS X versions.

Click here for more news on Adobe's Max conference.

Intuit is announcing on Monday a Flash-based Web service that companies can use to geographically visualize their customer data and business activity.

Customer Explorer is being unveiled at this week's Adobe Max conference in San Francisco. Customer Explorer, available at the Intuit Workplace, imports QuickBooks data and overlays it on a live map.

Users can view where their customers are clustering or which regions generate the most revenue. They can also generate time slices of the data, much like a moving weather map, to see how their business has been evolving. And they can overlay regional demographic information, such as median household income.

This free version of SpatialKey was created by Universal Mind.

This map is animated and shows customer density growth over time.

(Credit: Universal Mind)

The app is more than eye candy. Any business owner trying to get a handle on where he or she is successful--and where the business' holes are--can learn something from the service.

The app is also an interesting hybrid service. While it uses QuickBooks users' data, which is stored on their computers, the visualizer melds that data with geographic and demographic information from Web servers to create maps that are displayed via Flash in a browser. It's an interesting and fairly seamless mashup of various public data sets with the user's own data.

On this map, the circled numbers represent clusters of customers, and the shading is demographic data: median household income.

(Credit: Universal Mind)

Previous coverage: Intuit getting into the hosted app business.

Click here for more news on Adobe's Max conference.

Adobe Systems wants to have it both ways.

Microsoft's power with programmers is tethered to desktops and laptops, the vast majority of which run Windows. Google is trying to dominate what it believes is the new frontier, cloud computing, where applications run on the Web. Adobe, though, is trying to run down the middle with a strategy that touches on both domains.

"It's a balance of the client and cloud together that makes for the most effective applications and the best development," said Adobe Chief Technology Officer Kevin Lynch, who's planning to speak on the subject in a keynote speech Monday at the company's Max conference in San Francisco.

Adobe CTO Kevin Lynch

(Credit: Stephen Shankland/CNET News)

Since Adobe's $3.4 billion Macromedia acquisition in 2005, programming technology has been rising in importance within a company that got its start with publishing software such as Photoshop. The technology that brought the two companies together, Flash, will hog the spotlight at the conference.

Flash got its start as a way to give Web pages animations and basic applications such as games, but it's grown up since then. The Flex technology has given developers a more mature programming model, and the addition of video-streaming abilities to the Flash Player that's plugged into the vast majority of Web browsers has given Adobe's technology incumbent status. Who can live online without YouTube?

Adobe is still working on Flash, releasing Flash Player 10, aka Astro, in October. At Max, though, a Flash cousin called AIR--the Adobe Integrated Runtime--will share the stage with the release of version 1.5.

Flash and AIR are key to bridging the cloud-PC gap. For example, Adobe has launched an online Photoshop.com service, where members can upload, edit, and share photos. The site uses Flash to run the processing-intensive editing software on people's own computers, not Adobe's servers, Lynch said.

"Our operational costs for hosting that application are much lower than if we had server-side processing," and users get better performance, Lynch said.

But Flash still lives largely within the browser. Adobe hopes to uproot it with AIR, a "runtime" foundation for housing applications. AIR runs Flash programs but also has a built-in engine for showing Web pages and for running programs written in JavaScript, which is widely used for Web-based applications. And AIR is available for Windows, Mac OS X, and Linux, and programmers who write AIR applications don't have to worry about what operating system is on a person's computer.

Who said you couldn't bring the Web to TV? Slide's absurdly popular social-network application "SuperPoke" is coming to a new platform: MTV Networks' VH1, as part of a promotion for its new reality show I Love Money.

In a cross-promotional advertising deal, "actions" related to VH1's schlocky reality shows Flavor of Love, Rock of Love, and I Love New York will appear in the SuperPoke arsenal. In other words, you'll be able to post things on your friends' Facebook and MySpace profiles along the lines of "Josh has gotten romantical with Rob"--a reference to Flavor of Love--assuming the friends in question have installed SuperPoke.

'Yay! We're going to be on TV!'

But wait, there's more. SuperPoke will be invading your television. VH1 plans to hold a four-day-long "SuperPokeFest," in which 10,000 of those SuperPoke actions will be chosen via lottery and shown on-air.

Slide has had a couple of recent issues with the fact that one of its other applications, Top Friends, had a security hole in it; SuperPoke does not appear to have had such problems, so you can happily sheep-toss your way into oblivion. And if you're a chronic SuperPoker who's desperate to be chosen, fear not: VH1 has the courtesy to inform you in which time slot your SuperPoke will appear live.

Set those DVRs! The whole thing starts Wednesday! You'll be so uncool if you miss it!

At the end of the four-day Max Levchin lovefest, VH1 will premiere I Love Money, which contrary to the name is not about venture-happy Silicon Valley guys in khakis and blue button-down shirts. It's an "all-star" program featuring past contestants from Flavor of Love, Rock of Love, and I Love New York, and it gives a dozen contestants the chance to win $250,000. Which is totally small potatoes compared to Slide's reported $500 million valuation.

In other news, I'm going to go throw a sheep at whoever came up with this corny idea.

Slide founder Max Levchin talks with Forrester Research analyst Charlene Li at Web 2.0 Expo.

(Credit: Caroline McCarthy/CNET News.com)

SAN FRANCISCO--Max Levchin made a name for himself as the co-founder of transaction system PayPal, one of the Web's foremost utilitarian services. Then he made a name for himself again at the helm of Slide, which isn't exactly in the same space. Its flagship product, "SuperPoke," has become the poster child--er, poster sheep--for criticism of social-networking developer applications as a silly fad.

On Wednesday, after his keynote at the Web 2.0 Expo in San Francisco, I asked Levchin if he thought there were actually a chance for some social applications to emerge that are useful rather than goofy.

"There's definitely opportunity to build utilitarian, or pure utility, apps on Facebook," he said. So I asked him to give an example.

"Alcoholics Anonymous," Levchin said, without hesitation. "If you're trying to recover as an alcoholic, there's no easy way for you to join an anonymous group on Facebook. So creating an anonymous group type on Facebook for something that people have to get off their chest but don't really want to reveal their identity (in doing so)...it's pretty utilitarian. Grim, but utilitarian." Currently, Facebook's API doesn't permit developers to anonymize the social-networking experience.

I expressed my surprise with how little time it took Levchin to up with that kind of idea. He shrugged. "Maybe it's because I grew up in Russia."

Adobe has acquired Virtual Ubiquity's BuzzWord, a Web-based Flash word processor (news story). There are a lot of online productivity suites and apps right now--see Google, Zoho, ThinkFree, for example. What does BuzzWord offer?

BuzzWord is a stunning achievement in design. Of all the PC-compatible word processors in the fray--including the offline juggernaut Microsoft Office--BuzzWord is the easiest on the eyes and has the most elegant user interface. It displays beautiful type. It's interface elements, from the cursor to menu items, make excellent use of color, and they slide and fade instead of popping and blinking.

BuzzWord is lovely to look at, easy to use, and a great foundation for the future. But it's not quite ready to duke it out with other online word processors yet.

It has some very nice features. The product handles lists better than most other word processors, allowing you to join or split items. It does a great job with pagination--something many online-only products have a problem with. Text flows in real-time around images. BuzzWord allows full formatting in comments, including images and tables, which could make the commenting function very useful for groups. There's also a full revision history for each document, and authors can revert to previous edits.

At the moment, the product also has very limited font support (there are seven fonts in the product). It also has extremely limited output support: You can save a document in the BuzzWord system, export it to Word or RTF, or print it. But you can't save to HTML nor, ironically, to Adobe's own PDF format.

Treitman showed me an AIR-based version of BuzzWord that can run outside the browser, but it requires a live Internet connection to work. A version of the product that can work offline is coming.

BuzzWord is a great framework around which Adobe can build its online productivity suite. I was told a number-handling product (the reps wouldn't use the word, "spreadsheet") and a presentation app are in the works. But as slick as it is, in its current form BuzzWord is not a word processor I'd recommend to users.

The service is free.

See also: Microsoft, Adobe launch document sharing services.

Microsoft and Adobe are announcing, at exactly the same time, competing services for sharing documents from your computer. Adobe's Share converts all shared documents to Flash, so you can embed them in any Web page. It's like Scribd but designed more to share files with workgroups than the world at large. In its current beta form it supports PDF and image files only. Adobe plans to open up the Share API so the service can be used as a virtual storage drive.

Share is a natural counterpart to Adobe's new BuzzWord word processor (news; review), which it just acquired from Virtual Ubiquity. I look forward to seeing the services integrated.

Flash previews of documents uploaded to Adobe Share can be easily emailed or embedded in Web pages.

Meanwhile, Microsoft is recasting Office Live as Office Live Workspace, a sharing service for Office documents. Its special sauce will be integration into the existing Office apps like Word and Excel. The system will let you save documents directly from the apps into Office Live Workspace, and from there share them with others, or yourself (if you want access to your docs from any PC that has Office on it). It's about time.

Microsoft won't let the people who get shared documents actually edit them unless they have the right Office app installed on their PC. Making shared Office docs editible via the Web is a necessary and inevitable improvement for this service, although it may be a bit early to call for it, since even the integrated storage and sharing is still only in the press release stage of development. You can register for the beta at www.officelive.com.