After hours Toolkit

Just a Flash in the Web video pan?

Paul Festa CNET News

Published: 02 Aug 2005 16:30 BST

Flash video, by contrast, is playerless. That means video clips play embedded in the Web page, and Flash developers can design their own interfaces and determine their own buffers and other technical settings.

Macromedia's potential competitors say the software is too lightweight, failing to offer an array of features important to both media purveyors and consumers.

"Flash doesn't have digital rights management, and studios care about DRM," said Michael Schutzler, senior vice-president of media for RealNetworks. "We are focused on intellectual property that has value, where DRM matters. Flash is fine for ads, but none of the studios are going to do this."

Microsoft defended the comparative bulk of Windows Media Player, saying the software does a number of things Flash couldn't. The company specifically mentioned its 15 content services, media library for content management, device synchronisation and CD-burning capabilities.

"While Flash is receiving some good uptake on the Internet today, it has limited applications beyond short form, streamed content," Kevin Unangst, director of Windows Digital Media at Microsoft, said in an email interview. "The scalability of Windows Media Video 9 (WMV9) allows it to be implemented in an incredibly broad range of applications, from standard definition video on wireless handsets to high-definition video on next-generation DVD."

Macromedia, which tends to downplay its competitive position against Microsoft, doesn't offer much of an argument to the company's claim that Flash and Windows Media are targeting different markets.

"I don't think there's really direct competition between Flash video and Windows Media," said Kevin Lynch, Macromedia's chief software architect. "The direction we're headed with Flash video is aiming at Web video, video embedded on Web pages. That's a different segment than downloadable videos, full-length movies, and Windows Media is supplying features toward that model."

But even if Macromedia is leaving full-length downloads to the fatter clients, analysts say Microsoft and RealNetworks can't be happy about Flash video's progress in either technology or popularity.

"Macromedia is going to keep increasing its functionality, and it will be a competitive threat over time," said Chris Swenson, analyst with the NPD Group. "Over time I can see Flash eating away at the market."

At least in the Web video segment, Flash has already begun its advance, according to one analyst.

"While I never discount Microsoft and doubt that Windows Media Player will get knocked out of the marketplace by Flash video, I also know that some leading brand sites are already voting for Macromedia," said Harley Manning, an analyst with Forrester Research. "And I think that more will do the same when the new player and tools arrive. At the very least, this will force Microsoft to think differently about some aspects of their product."