A friend and marketing analyst sent me his belief that Apple’s campaign against Flash was a mistake and might cripple the company’s empire. Guy Smith of Silicon Strategies Marketing, who consults for software and hardware makers on marketing around the world, looks at CEO Steve Jobs’ anti-Flash campaign as a rare error. Blocking Flash from the iPad and iPhone cuts off content, Guy said, adding in his latest post that “Jobs is trying to string-up Adobe, and in the end might make Apple look like Il Duce on his last day.”
The latest rattling of cyber sabers comes from Apple and Adobe, with Apple’s insistence that Adobe Flash be banished from Jobs’ walled garden of iEverything. Certain slurs have been sounded, including an odd instance by Jobs proclaiming that Adobe Flash was bug ridden. (Jobs is obviously not a Windows user, for he does not know the true meaning of “buggy.”)
Such bogus blusters are convenient covers for real issues. Flash currently commands a huge share of the Rich Internet Application market by virtual of antediluvian virtualization. Long ago, Flash did what people wanted, which was to add value to surfing the Web while eliminating cross platform/browser/religious sectarianism. Want to watch videos of cute kittens or suicidal teenagers on motorcycles, or listen to the latest excuse for music coming out of Nashville on the Web, regardless of whether you are on a PC, Mac, Linux, minis, odd ducks, occasional mainframes, virtual desktops or smart phone? Adobe Flash made it happen by bundling [the player] for free into everything. Except iPhones and iPads.
[To be accurate, Flash is only bundled long enough to force you to update it via download, to combat the latest malware and virus attacks. Much of the bundled Flash is already out of date by the time a new Windows or Mac system boots up. But Guy continues on eliminating Flash from Apple's most mobile devices.]
Therein lay Apple’s finest error (aside from the Newton). As any performer will attest, you give the audience what they want. Putting Snoop Dogg on stage at a cotillion is an error. So is creating an information/media device that does not deliver information/media. Since so much of the world’s content is and will for the foreseeable future remain in Flash, and since Adobe is not sitting still in extending Flash for ever better uses, banning it from hardware is inane. It goes directly against what the audience (market) wants and thus gives them the motivation to consider alternate venues.
First, the Apple devices deliver information and media. Plenty, just not that written to run on Flash Player. To the resulting consideration of alternate venues, I say, “So what? Assume that happens — then what?” So then I’m buying an HP Slate to run Flash? “So much of the world’s content is and will for the foreseeable future remain in Flash,” that’s a real longshot. The key to track the Flash future is the phrase from above, “Long ago, Flash did what people wanted.” Long ago, people watched cable TV for the latest news, too. And Seinfeld. And modems that winked up when you got connected to the Internet.
I disagree with Guy about the iPad’s need for Flash, in part because between the two of us only I own an iPad, and so and have the same 10 days of experience as every other owner. (Perhaps not exactly the same experience; I didn’t buy the $49.95 OmniGraffle app for it [think Windows' Visio planning]. On the other hand, I wrote most of my reply to Guy off an Apple Keyboard Dock, and plenty of people are still waiting for that marvel.) I haven’t missed Flash more than a handful of times out of hundreds of media and content deliveries.
I told Guy he simply needed to see the iPad in action to observe how a Flash-less experience means less than you’d think to business content today — and perhaps little to nothing once content providers adapt to millions of iPads joining the 85 million iPhones and iPod Touches out there. The only difference is that Apple has decided to make a stand against Flash now, after selling 85 million devices that don’t use it.
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