"Project Edge" is a prototype tool for creating standards based transitions and animation, and when we first sneaked it at MAX 2010 the response was overwhelmingly positive. Since then we've been hard at work on "Project Edge", and we've just started to share more details in this Adobe Edge story, as well as on Adobe TV in segments entitled Introducing Project Edge and Project Edge: Web standards-based animation and motion.

Paul Gubbay is Adobe's VP of Design and Web Engineering. You may recall that I interviewed him (and John Resig) during the MAX 2010 Day 2 keynote, and we chatted about HTML5, jQuery, and more. Well, Paul has been interviewed again, this time at FITC by fellow Adobe evangelist Serge Jespers:

New to Adobe Labs today:

• Flash Player 10.3 beta includes new privacy protection features as well as support for acoustic echo cancellation and improved auto-update.
• Wallaby prerelease is an experimental technology (first sneaked at MAX 2010) that converts the artwork and animation contained in Flash Pro (FLA) files into HTML.

Adobe CTO Kevin Lynch has posted his thoughts on the multiscreen revolution based on his MAX 2010 opening keynote.

Back at MAX 2010 I chatted John Resig about Adobe's contributions to jQuery Mobile. This topic came up again this week at Mobile World Congress amidst discussions about Adobe and HTML5, and The Register has posted an article on the subject as well as the whole over-hyped HTML5 / Flash "controversy".

Gamasutra is running a story on Flash "Molehill" 3D APIs (demonstrated at MAX 2010 during the opening keynote) and their use in gaming. They have also posted a detailed look at Flash vs. Unity.

RIM has announced that starting today, developers can submit their BlackBerry PlayBook tablet apps to the BlackBerry App World vendor portal. And as announced at Adobe MAX 2010 a few weeks ago, developers who create an application for the BlackBerry PlayBook tablet (one that is approved for distribution through BlackBerry App World prior to the tablet's initial release) are eligible for a free BlackBerry PlayBook tablet. And yes, you build apps using Flash Builder. In fact, most of your AIR development skills will be put to good use when developing for the PlayBook.

The Adobe MAX 2010 Day 2 keynote Technology Street segment was memorable and a lot of fun to create. It also involved an incredible amount of work, set creators, writers, puppeteers, cameramen, and more. We spent a full day in the studio creating the segment, and I just posted some pictures to give you some insight into the sacrifices we have to make. ;-)

First, the Official Google Webmaster Central Blog has announced significant enhancements to how Google indexes SWF files. This comes on top of work with Google two years ago, and enhancements last year, and as the post notes, Google is not done yet.

Secondly, Flex developer Matthew Fabb has posted thoughts on a MAX 2010 announcement that kind of got lost in all of the other big news, threading and concurrency support coming to Flash Player.

WebProfessionals.org and MobileInnovators.org announced that Adobe MAX 2010 is the winner of WebProfessionals.org annual Mobile Innovators Award, recognizing Adobe and its annual MAX Conference as the leading event for technology and creative professionals.

The Adobe MAX 2010 Day 2 keynote (which I co-hosted with Ely Greenfield and Matt Chotin) is online on Adobe TV. Here it is, all 2 hours of it:

This morning's Adobe MAX keynote was tons of fun (for us presenters, I think the audience enjoyed it, too). We've posted lots of videos on the Adobe MAX YouTube Channel. Check them out, especially Technology Street and the music videos.

Adobe CTO just took to the stage to kick of the Adobe MAX 2010 opening keynote. This keynote is going to be amazing, we have some incredible stuff in store. And then tomorrow I'll be co-hosting our Day 2 keynote, and, well, can't tell you more, but you'll want to be there!

I'm getting ready to head to Los Angeles for Adobe MAX 2010. As in previous years, I've been part of the MAX team working on everything from content to keynotes to promotions and more. And having done this for over a decade now (including MAX and DevCon previously), I can safely say (safely, as in not spilling any beans) that this is going to be the best MAX ever.

The desktop version of the Adobe MAX 2010 Companion App is now available for download.

Attending Adobe MAX in Los Angeles next week? As a extra thank you gift, MAX attendees can save 20% on all your favorite Adobe products, training, and support from October 23, 2010 through November 1, 2010. Eligible products include Adobe Creative Suite, ColdFusion, Flash Builder ... and anything else in the Adobe Online Store. More details will be available at MAX.

The AIR based Adobe MAX 2010 companion app is now available for download to your Android 2.2 powered device. Just search for "adobe max" on the Android Market.

I'm hosting a game-show we're calling "Are You Smarter Than An Evangelist?" at MAX this year. And I need your help with this one.

MAX 2010 early bird registration closed last week. But, group discounts are still available for three or more attendees from the same company. And as they did last year, the MAX team has graciously allowed me to create a group of my own, a "Friends of Ben" group, which can qualify for the group rate. I have a finite number of discount codes. If you need one, do not reply here, please email me directly. And as quantity is limited, please only ask for one if you are really going to use it, and plan to use it quickly. Thanks, and I look forward to seeing you all in Los Angeles next month!

And before I wrap, here is a quick note from the MAX team: A discount based on a promotion code may be applied against new registrations only and may be applied against the regular price of a full conference pass only (US$1,495); it cannot be applied to other passes, including but not limited to the following "bundle" passes: Russell Brown@MAX; LiveCycle@MAX; and CS5@MAX. A discount based on a promotion code cannot be combined with any other discount offer, including but not limited to the standard Early Bird discount offer to regular attendees and special government, education, and nonprofit employee discounts. A discount based on a promotion code is not transferable and is void where prohibited.

Adobe AIR Product Manager Rob Christensen has posted a really impressive list of AIR sneak peak sessions planned for MAX 2010. Some of these were only just added to the schedule, so if you've already been picking your sessions, you may want to take another look at the lineup.

We extended MAX 2010 early bird pricing once before, but won't be doing it again. As announced on the MAX blog, early bird pricing ends tomorrow, September 15th.

Our MAX Unawards widget is proving to be both fun and popular (if you have yet to give yourself an Unaward, go do so now, really!).

The widget is the brainchild of fellow Adobe Platform Evangelist Serge Jespers, and he has just posted a couple of entries (Part 1, Part 2, Part 3, Part 4, Part 5) on how the project was put together.

And you can too! :-)

Check out the new MAX Unawards, a new way to reward yourself for all your hard work (or for the lack thereof, or whatever else tickles your fancy). Fun stuff!

Plants vs Zombies is one of my favorite casual games (my kids agree with me on this one). The original game was written in C++, and PopCap recently rewrote it in Flash. PopCap's Max Anderson will be attending MAX 2010 and will be talking about the port, and will be providing Flash performance optimization tips and tricks. This promises to be a fun and entertaining session.

Now, if they had an Android version ...