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Adobe Prime Time - its second shot at video

By PETER WHITE

Published: 16 March, 2012

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When Adobe first took over the online video market with Flash, it surprised everyone, and it caused an inward wince at Microsoft, which had occupied that space once before. So with the demise of Adobe's proprietary Flash system as a source of video, and with the emergence of a standard based around MPEG DASH, expected to dominate future adaptive streaming services, and sweep aside both Adobe's and Microsoft's toolsets, it makes sense that Adobe would once more try to get ahead of the game.

It will get no argument from one time nemesis Apple, because deep down inside Apple wants to continue with its own HLS technology and despite a lot of talk on the subject of hating proprietary technology, Apple has become a monopolist like Microsoft, and loves a good proprietary story. Apple will come kicking and screaming very late to the MPEG DASH party we reckon, and the real race will be between Microsoft and Adobe to rapidly embrace this technology and try to establish themselves as the natural leader.

For our 1,700 word assessment of the new Prime Time tools which Adobe has launched this week, which threaten once more to put it on top of web video once again, please go to www.rethinkresearch.biz/faultine, and request this week's issue for FREE.

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