PDF Day Transcript, Seybold Boston 2000, p.2 of 6

Seybold San Francisco 2000


Joe Eschbach: Great. Hello. Are we set? Great. Well, thanks everybody for coming early this morning. I am actually going to make a quick talk because you probably really want to get down to see the meat of the nuts and bolts of PDF in Acrobat. My talk is going to come in two flavors.

The first flavor is to talk about ePaper solutions, and the second part is going to talk about e-books, initiative we started, debuted at the last Seybold in San Francisco and we have new big announcements at this show and momentum to report back. I want to talk about ePaper because it is a new concept to Acrobat and PDF. It is really, we have pulled together in the last year the corporate marketing into the corporation and around this ePaper umbrella, so Sarah works with me on the ePaper side and we handle acrobat product management as well as marketing to the corporations and Paul handles marketing and product management on the traditional publishing side, so we sort of have two sides of the company here today talking about the bits and pieces of the product, but I wanted to give you a little bit of highlight about what ePaper is because you will hear this term over and over and over again in the next year or so and you will get some context for it. So, I am going to flash through some marketing slides to set the stage and then we will talk about e-books which are really fun.

So, the essence of ePaper if there is one thing to remember when you leave today is ePaper and we are defining it as the building block for the integration of paper and digital workflows. It is really hit a resonant cord with those of you in the corporate segment, you know you have got solutions that are enabled by PDF and acrobat and we are just talking to customers on a daily basis and they, when they come away from the customer briefings they are always dumbfounded by the sort of the power and the integration capability of these paper and digital workflows and the challenge is that paper is not going away. As much as everybody likes to hear the sort of the battle cry of the paperless office, paper is not going away, and in fact, if you look at statistics we pulled off and the power of press, paper is rising. Paper use is metric. Paper use around the world is rising rapidly despite everything going to the Web and things going digital.

The challenge for businesses are that they want to go digital but they have got to really heterogeneous computing environments and you are all aware that even if you know, even if you have got the same version of Office, even if you have got office or windows, there are different sort of nuances between the two different versions of office that sort of give you problems and if you have got any kind of a cross-platform in terms of even one Macintosh or one UNIX box you have got problems and by the way, the corporate workflows really integrate into minis and mainframes and that is where the real complexity begins so the headache, hence the aspirin bottle is that the computing environments are incredible complicated and heterogeneous and there needs to be a certain common glue and that is where ePaper is fitting it is niche with the solutions.

I just quickly, will put up a slide that I actually borrowed from another presentation. This sort of lays out some of the big buckets of our products. Most people do not realize that the ePaper when we talk ePaper, we talk Acrobat which is actually a half dozen or so products and they are growing every day ranging from the free reader all the way down to PF libraries if you want to license the libraries and do some heavy duty stuff.

But, in between there, there is a whole range of features and price points and positioning and benefits to customers that enable them to create PDF either from digital documents or capturing paper to digital, to interact with the digital documents of the things we know, the edits annotates, digital signatures, etcetera, and on the distribute side, either distribute as a viewing tool through Acrobat reader or distribute in print from a Postscript or PDF print workflow.

Well, as David mentioned earlier, ePaper's really caught on and we have a huge a long laundry list of solution areas where we are being able to empower in the corporate setting, everything from forms to signatures to electronic bill presentment to the new hot one on the horizon, Print on Demand, and then finally digital rights management leading to e-book's space.

That is ePaper. I just wanted to give you a quick sort of summary of where we are with ePaper. Now, I am going to switch gears and talk about something fun, and the e-book market.

I will take my corporate hat off, and put my book publishing hat on, and book publishers see the Internet as a great opportunity. It is a new media stream that allows them to potentially repurpose current content, repackage, reformat as well as bring all the old content that is off the back lists or out of print into back into circulation and the business is huge. A little known statistic is just in the US alone, the publishing business if you include both business publishing and commercial publishing, it is over $60 billion. just to give you a reference point, we hear all about the hoopla about digital music and MP3 and the music industry is really small compared to the publishing industry. It is less than $15 billion in revenue, so the publishing business is four times as big.

Now, we like to, with that large opportunity, it is just not about devices and we are, in the past year we have seen devices on the market whether it be Nuevo media or rocket books or dedicated hardware devices, and it also, e-books is not about novels. We really are trying to generalize the concept and we are getting good traction around the other marketplace that e-books is about commerce driven, digital content that is rich in layout, art, graphics, text as well as media streams, and as you know, with PDF you can have an e-book that has sound, animation and video. It is actually one of the big potential, big opportunities, for example, in higher education to have textbooks that are electronic that have all those physics animations. Live as well as imbedded videos and then access back to databases for more content.

That is the setup as to how big this market is and why we are interested in it. There is been basically four barriers to e-book adoption and that is why we have with our PDF merchant and our Acrobat reader with Web buy, we solved, broken through these four key barriers.

The first one is the file format. As publishers, they, over the fifteen to twenty years have significantly adopted Adobe products in their workflow and Postscript and PDF are tight into the workflow, and one of the big issues has been file format that leverages that workflow and the natural is Adobe PDF. As well, the beauty of the PDF is it is an envelope or a wrapper for further content applications. I just mentioned the capability to have multimedia e-books; that is very appealing to publishers that look to really leverage that opportunity. The second one is security: digital rights management and the protection of intellectual property. This is a big one.

There is been the fiasco on the audio side with digital, the inability to have a digital management rights scheme adopted and I saw, over the weekend that the recording institute of America's filed a $7 billion lawsuit against MP3.com because of their alleged copyright infringements and so it is important for business-like publishing which is $60 billion in the US alone to have it is security and digital rights management scheme figured out and we think with PDF merchant we have a good head start on that solution. Finally, viewing, you know you need a client. Everybody-- The publishers want a client that is easy to use and it is everywhere and it is free. Lo and behold that is Acrobat reader. now with Web buy, it is e-book enabled.

And, finally, printing. An important thing, and although we think the e-books is the consumption of content electronically, a key component to any kind of an e-book opportunity is being able to print, either print locally once someone is downloaded. We found that inevitably, if you start to read or work with electronic content, at some point you want to print something out of there whether it is a chapter or a few pages or a table. You want to be able to print as well as printing on demand, a very, very big opportunity. We are going to hear a lot in the next six to nine months about initiatives in the marketplace. Really, really starting to drive print on demand. The ultimate goal, I can't say when it will be necessarily, but I would bet within the next year or so, we will see kiosks in retail locations where you will be able to virtually get a book printed on demand while you wait. Fifteen minutes at the most and a hardbound book.

So, these are the four barriers and with Adobe PDF merchant and Acrobat Web buy, we are really broken through those, let me talk a little bit about the two products specifically. Adobe PDF merchant, we announced on Monday, yesterday that the Adobe PDF merchant is shipping and available, and it is a service side solution that encrypts PDF files using RSA 128 bit encryption and it sets up keys and it manages keys for distribution so it really does the locking and the keying of content. It is shipping and available today and in our announcement that we made yesterday, we announced probably a dozen partners that are implementing the solution to publishers and retailers to ship and to deliver to customer e-content with PDF merchant, so we are very excited with this product.

The second component is the client side and that is Acrobat reader with Web buy. Many of you have been able to-- If you downloaded a copy of Acrobat reader since November 15th, you have gotten the new features, even if you didn't know it. The Web buy, there is two big things for e-books in reader. Web buy is a piece of code that detects when it encounters an encrypted file it then checks for the rights somewhere on your computer or your computing environment and if it doesn't find that you have the rights to that encrypted file then pops you back to a URL that the reseller, the seller of that content has specified and you go through some sort of a transaction process that the user defines to get the rates and then you can open the content. That is the Web buy feature.

The other part of it is the little known but useful is that you can rotate pages in the UI and you can turn your note-book or power book computer on the side and have a very nice little e-book experience while you are on a train or a plane or wherever. At your desk. Well, so there we are today with the opportunity and the two products that are shipping and we are getting traction with roughly a dozen partners or so and more showing up every day. Stay tuned for more announcements of people using it.

I would like to talk a little bit about what our future directions are. They really come in three buckets in e-books. Adobe is in it for the long play. We started on the publishing side. We have a client solution. We have a server solution, and it is key with the infrastructure level to deliver e-content for e-commerce. we are not going to leave this marketplace anytime soon, so we are really driving in three areas. One we are going to enhance our consumer experience. We are going to drive e-books to multiple platforms and we are going to embrace a larger set of business models and business opportunities.

Let me speak just a few moments about each one of those. Well, the first one about the user experience is Adobe Cooltype. Another announcement we made yesterday and I apologize for the clipart sort of implementation here about what we are trying to show, but let me tell you what it is. On an LCD panel with sub pixel addressing we are able to get color anti-aliasing to give us the ability to deliver the clearest type of viewing available on LCD panels today, and the example shows the far left set of text, various font sizes with no ante-aylesene, and the middle is a gray scale ante aylesene and the last one is color using the Cooltype technology. This is not a good MO. I encourage you to come to our e-book booth and e-book pavilion where there will be live demos of Cooltype and where you can actually see it in action, but at this stage, you can see in the 36 point level there is a dramatic improvement with the Cooltype ane-aylesene and at the really small font sizes like seven or eight or nine, it makes a big difference. You can really start to see it.

There is two advantages that we believe to our cooltype over any other competing technology. There is one that is going to be cross-platform. We will support Mac and Windows and UNIX and many others that are platforms that are starting to emerge as well as we will support type one as well as the open type initiative. So, we are very excited about cooltype the technology that will be incorporated into Acrobat products in this coming year. The second point that I mentioned was to broaden our consumer choice by more appliances. Well, so, we are on to the typical sort of Windows, Mac, UNIX, Linux platforms we have talked about Windows CE as well as every book is a partner of ours, and we have a large effort underway sort of watching the information appliance base and PDA's. We made an announcement yesterday with Palm computing that we are going to get together and start working on the fundamental imaging rule to deliver PDF solutions on Palm OS devices. That is very exciting. We are excited about that. They are very excited about that, too.

You will be able to read e-books not just on Windows CE platform but almost any other information appliance device that you have, that you are carrying with you. The final point is that in terms of new business models, the digital rights management space is a brand new space. It is just starting to open up. The business model inside the PDF merchant today is a good first step in enabling a document to be locked and secured and that transaction to occur around that. There are capabilities to provide time based usage as well as conditional access, but you can imagine in the future, digitalized management models are going to get much more sophisticated in terms of breaking apart documents into chapters and paragraphs and pages and down to words eventually and there will be whole licensing schemes around that and you will have digital rights management schemes that will enable you to take content to one authoring source and content from other authoring source and have them automatically follow and the right people get compensated at the right time.

We are working on all those spaces. It is going to be an exciting year as those business models develop and we will bring those to market.

The second component of the new business models is in the corporate space. As much as everybody likes to think of e-books like taking a novel, at a simple level, or a nicely laid out graphics design book or a textbook and working with that or a reference device. Actually, the business publishing market is very large. The business publishing market is market research reports. It is even internal corporate documents that are secure. There is a high value on time base. We have customers coming to us with wanting to implement PDF merchant and Acrobat reader solutions inside their corporations for high value, high security documents as opposed to the old days where you had material that was distributed by hand with the punch distribution list on paper that couldn't be photocopied. We are now very excited about out customers coming to us and wanting to develop solutions. So, stay tuned in that space, too. We will be making some big progress there.

And, that is it for e-books. I wanted to talk about e-books. I talked about ePaper. That is the general sort of setup and that is it for this morning. Thank you. Thanks David.

Mr. De Abrew: Thanks, Joe.

Mr. Zwang: We are going to give everybody an opportunity to ask questions, but under the circumstances, what I think I would like to do is to continue. When they are finished, I will open up the floor. Please ask lots and lots of questions. However, in the interest of time, I am going to go ahead, and turn it over to Sarah Rosenbaum who is group product manager for Acrobat. She will talk about forms.

CONTINUE TO Part 3 of 6

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