Understanding the Potential of Adobe Integrated Runtime (AIR)

Broad industry trends point toward major changes in how companies will communicate with their clients in the coming years. In both the Business to Business (B2B) and Business to Consumer (B2C) sectors, there is significant interest in leveraging rich web experiences to sell products, provide information, and facilitate communications. Traditional advertising methods, including television, are losing ground as the North American market falls into recession, however, online advertising is anticipated to hold steady. Smart companies are weathering the storm by investing early in Rich Internet Applications (RIAs) as ways to create direct connections with their clients. RIAs provide the same level of audio and video support as television, while delivering a continuous, interactive, and branded experience.