Following up on the morning’s highlights, below some items from this afternoon’s Adobe Industry Analyst Summit. This afternoon shifted into the enterprise angle for Adobe, primarily around their LiveCycle suite:

• The phrase “Adobe Stack” was used a few times, which is encouraging. The LiveCycle folks are the de facto core of “enterprise” for the purposes of this analyst summit, so the LiveCycle portfolio ends up playing the core back-end, middle-ware, and workflow role. No problem there really. As presented this afternoon, the “Adobe Stack” store composed of Flash, LiveCycle, and Acrobat makes for good looking demos for document and forms centric enterprise software implemnentations. (During the second day, we’ve been seeing some examples of what this Adobe Stack looks like without LiveCycle.)
• Going over the LiveCycle suite itself, Kumar Vora outlined the document/forms workflow features, but also the three deployment scenarios for LiveCycle: on-premise, for development in the cloud (running in EC2), and running (in the cloud) as a managed service through an Adobe partnership. See my note from back in January for some more details.
• Much of the remainder of the afternoon was nicely spent on customer presentations, folks using said “Adobe Stack” for their applications. The common theme of these talks was essentially using Adobe software to make ERP software (from SAP or Oracle) less painful and even time consuming to use.
• The first case here was the “One Touch” system used in Southwick, London. The scenario here was to take all the forms – seemingly in the 100’s – that folks in the borough would have to fill out for government services, back-ended by SAP, and then do a sort of “forms mashup” for the clerk who helped people fill out all that paper-work.
• Folks from Accenture and Deloitte came up to speak to how partners were using the Adobe Stack, again, in particular to improve the usability of SAP and Oracle ERP installs. The interesting point here, pointed out by one of my fellow analysts at dinner, was that the primary attraction seemed to be the UI layers (either in Flash/Flex or Acrobat). And yet, for Adobe the primary revenue is oriented around the back-end. On the UI layer, the Flash Player is free, and Flash Builder is (relatively) cheap and a one time expense for the organization developing the “more usable” ERP front-end.
• The partner from Deloitte, Paul Clemmons, was extremely enthusiastic about Adobe: Adobe’s training is excellent, Deloitte is trying to get Adobe angled in on “virtually every ERP deal,” what Adobe offers in unique, and so on.
• Accenture’s Joel Osman spoke to a few projects that were less about putting RIA lipstick on the ERP pig. Much of his content spoke to the best practices Accenture has been ferreting out of RIA projects of late. You can see some of these points, very broadly, in the RIA sections of this Accenture presentation.
• Osman also spoke to the idea capture tool they’ve implemented in Flash and deploy for customers. Check out this IDC write-up of it being used at Wells-Fargo.
• During the Q&A with these folks, Neil Ward-Dutton asked if these programs were driving more than LiveCycle sales. In brief, the answer was not really. I’ve been wondering the same thing as it seems Adobe is in a tough spot when it comes to direct revenue for the Flash Platform: the runtime (the Flash Player) is free and Flash Builder is a relatively small chunk of change that doesn’t get multiplied per end-user adoption. Now, clearly the Flash Platform is a strategic asset for other Adobe revenue, but it leaves analysts like myself wondering if there’s some money being left on the table for lack of something more to charge for. At least they charge for the tool, avoiding the fully free stack dilemma Sun has around Java.
• Another question came up around cloud offerings and partner conflict. Does Adobe have any plans to offer cloud hosted services that would be competitive with what folks like Accenture and Deloitte offer? The answer to those kinds of questions is always “no,” but the more nuanced strategic thinking, mixed in with some comments about Acrobat.com being more SMB than enterprise centric, seems to be that Adobe is happy to have partners take care of things closer to the application-layer in the enterprise space. That’s speculation on my part, but it’s interesting to think how that differs from Microsoft where Silverlight, Azure, and Microsoft’s business applications sets them up to be more competitive in the enterprise space with partners.

Finally, I’ll leave you with this well tech-biz speak crafted quote from Tim Hickernell:

Accenture: RIA opportunity is about transactional web and rich Internet converging to rich transactional experiences.

Yow!

Disclosure: Adobe is a client, as is Microsoft.

I’m at the Adobe Industry Analyst Summit in San Jose this week. By my count, this is the 3rd year they’ve had it and the 3rd year I’ve been to it. This event is enterprise focused, so it speaks more to the use of the LiveCycle portfolio, PDF/document management, but also the Flash Platform.

Here are some highlights from the morning, the first day of the event so far:

• Adobe’s CEO, Shantanu Narayen opened up, giving an overview of Adobe with attention to enterprise concerns. He said Adobe’s enterprise business is “approximately a billion dollar business” for them.
• Also, it was interesting to hear Shantanu’s overview of Adobe’s challenges, mostly circling around The Death of Print and, less dramatically put, the transformation of traditional media to whatever’s next. Beyond the obvious from Adobe – more “engaging” delivery of content – there was mention of helping content producers track ads and otherwise figure out how to make money. Indeed, for Adobe getting traditional media to transfer their business models to (gulp) new media business is a top priority.
• Another interesting item Shantanu mentioned was that more and more (though, not a “majority” if I recall) of revenue is coming from the rest of the world (not US or EU, I guess). This is an ongoing geographic bullet point for most elder companies, starting with IBM about 2 years ago who source many of their new and interesting customer cases from China and other parts of Asia.
• Finally, one of the analysts asked something along the lines of, “so, is this cloud computing stuff going to have enough margin to replace packaged software sales?” Shantanu noted that the margin are (probably) different between packaged and cloud/SaaS software. Through-out the morning, a few other analysts have been jumping on this idea and seeing how Adobe execs respond to the idea of moving into slimmer margin sales. It’s like the open source business model discussion all over again!
• Kevin Lynch covered the new and interesting technologies Adobe has going on, through the frame of “the vectors of innovation,” or trends mixed in with technologies. These vectors were: client+cloud, social computing, devices+desktop, all sprinkled with plenty of mobile talk. The framing here was still the Open Screens Project, the idea there being the creation and use of software that works across computer, TV, mobile, and other little devices with “screens.”
• As one of the back-end/server technologies, Kevin mentioned the “Flash Widget Network,” which doesn’t seem to be listed anywhere publically. As Adobe’s Ted Patrick put it: “new service ‘Flash Widget Network’ listed under services in Flash Platform diagram. Distribute widgets to N networks with monitization.”
• While there was no iPhone reevaluations – Adobe’s position is still, “we’d love to have it on their if Apple would let it” – as Marshall Kirkpatrick outlined in a story, Kevin spoke to the Flash 10 roadmap in regards to mobile: primarily the continual effort to merge the Flash mobile and “normal” Flash players. Also, Kevin mentioned that Adobe is working on multi-touch and accelerometer features for Flash. As Jeffrey Hammond covered, after the current round of Flash/mobile work, the road-map calls for “mobilizing” Flex.
• One analyst asked about “mobile design patterns,” that is, is Adobe working on some. Kevin said they’re researching them and trying to figure them out.
• On a historical note, Kevin went over how (then) Macromedia spread Flash during the browser wars. They gave Netscape “millions” of dollars to include Flash in their browser, and then as the browser wars continue, Microsoft came to Macromedia to include Flash in IE, at no cost. And there you go, Flash in browsers.
• Next up, was pulling to focus down to enterprise concerns. Rob Tarkoff gave an overview of this silo, largely composed of LiveCycle, Acrobat, Acrobat.com, Flash Platform (including AIR). This year, as I Twittered, Adobe is doing a good job of speaking the language of enterprise design and even architecture. They have some nice looking cake & silo diagrams that feel like something corporate architects could start to relate to – I’ll have to see if I can get some screen-shots of them. Still, most of the discussion of enterprise applications built on the “Adobe stack” were very document-centric, which expected coming from PDF-land. One of the customer cases, which was under NDA, was less so, however and encouraging for sussing out the enterprise architect angle for said “Adobe stack.”
• Rob mentioned that they’re looking at lacing in some “enterprise extensions” to Acrobat.com, but are primarily focused on it being an SMB offering with a freemium model.
• I should also point out that Adobe laced in much emphasis on “collaboration” as an enterprise software imperative. It’s along the lines that you hear Cisco talking about collaboration, but not as technically details and broad as, say, IBM Lotus would get into. Their Connect product fits here well, and maybe some of those “enterprise extensions” to Acrobat.com would slip into that silo as well.

Them’s the highlights for now. (See the afternoon highlights too.) There’s good realtime coverage over in Twitter from the clutch of Twittering analysts, mostly under the tags #adobe09, but also #AIAS. Here’s a search for both.

Disclosure: Adobe is a client, and paid travel for this “jaunt.”