Adobe MAX 2010

Last week I was in Los Angeles for the annual Adobe MAX conference. It was in the Los Angeles Convention Center and the Nokia Theatre. As a basketball fan, I love that it is right next to the Staples Center. On Tuesday night, the Lakers played their first game of the year, but we had a huge MAX party to go to, so I had to pass. The party was awesome: unlimited great food and drinks, video games, and the band, The Bravery. On the other two nights, the Staples Center hosted Justin Bieber and the LA Clippers.

The theme of the conference was to use Adobe Flash, Flex, and AIR to develop apps and games for all types of devices, including PCs, NetBooks, iPhones, iPads, Android phones and tablets, the BlackBerry PlayBook tablet, and GoogleTV. I went to some great Android sessions and learned everything we need to know to get started with the BlackBerry PlayBook developers program.

MAX started on Monday with a great live DJ / coding / digital art presentation. Erik Natzke esigned live art using sweet Actionscript techniques he’s evolved over the years, while a DJ named Eric Clark mixed awesome music using a FLEX app with tons of crazy controls and a brilliant coder from Germany, Joa Ebert, animated Erik’s art in 3D in sync with the music, developing the 3D effects on the fly, coding on stage.

During the first keynote, we learned that Adobe acquired Day Software, creator of an amazing Content Management System. I hope that Adobe will continue to work with this CMS so that smaller companies can afford to use it one day.

Then Martha Stewart came on stage with Kevin Lynch of Adobe. It was interesting to hear Martha’s view of the magazine development. I attended more Digital Magazine Publishing sessions, including one with Wired / Conde Nast. Our team now has the software and the skills, so we will be getting started making an HD Interactive iPad magazine asap to show off how we can now make amazing iPad magazines for anyone.

During Monday’s keynote, Kevin Lynch announced that Adobe was giving all 5000 attendees a free Droid 2 phone! It is a cool phone and gives us another Android device to test our programs on.

On day two, William Shatner was a guest MC, and the highlight of the day was another huge surprise: a free GoogleTV. Interactive TV will be a household thing in the years to come and GoogleTV is a great start.

Another highlight was seeing previews of the 3D capabilities of the next version of Flash. The example below shows how we will be able to use our 3D, Flash, and game programming skills to develop games that are close in quality to the Xbox or PS3 but can be played from anywhere by using your smart phone or computer.

The other great thing about MAX is the people we meet, hang with, and geek out with. It was cool to see many friends, clients, and super smart people that I’ve gotten to know over the years.

If you missed the conference, you can watch the keynotes and other sessions on Adobe’s website.

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