"Flash has grown up into today's Flash Platform, delivering a next-generation user experience to customers who develop interactive content, applications, and communications for use across multiple browsers, operating systems, and devices," said Kevin Lynch, Macromedia's chief software architect (pictured left), as Macromedia this morning announced the unveiling of the "Macromedia Flash Platform" - the first time that the P-word has been used in conjunction with the fast-expanding Flash constellation of technology.

"The Flash Platform provides the solutions that make great digital experiences possible," Lynch continued, as he underlined the platform's effectiveness in delivering "the most effective experiences for rich content, applications, and communications across browsers, operating systems, and devices of all kinds."

"The Flash Platform provides the solid foundation for delivering experiences that perfectly complement existing enterprise infrastructures and server-side technologies like J2EE and .NET," Lynch added.

The Flash Platform is a complete system, he noted: including

• a universal client runtime
• an openly published file format (SWF) specification
• a robust programming model
• time-tested development tools
• dedicated server technology
• integrated solutions
• the support of major systems integration partners, ISVs, and OEMs
• A host of third-party tools and solutions based on the Flash Platform leverage the platform, such as SAP NetWeaver Visual Composer

Flash adoption is spreading to a widening range of companies and institutions - such as The Wharton School of the University of Pennsylvania. "The Macromedia Flash Platform allows the Wharton School to develop applications that are rich, scalable, and well structured. We can produce web-enabled applications quickly and with far more interactivity than in the past. And this lets our faculty create a deeper, longer-lasting educational experience for our students," said Kendall Whitehouse, Wharton's senior director of IT.

"The Flash Platform is quickly becoming a core component of the enterprise's overall business strategy," said Macromedia CEO Stephen Elop.

Information about the Macromedia Flash Platform can be found at http://www.macromedia.com/go/platform.

Macromedia also previewed today the next generation of Macromedia Flash Player - which forms the backbone of the Flash Platform - now in beta. Code-named "Maelstrom," the updated player will "dramatically improve Flash expressiveness and performance," says the company.