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Macromedia Enhances Server-Side Development

In its never-ending quest to lure customers to its side from rival Adobe Inc. Macromedia Inc. Monday introduced a new program to provide easier development environs for independent software vendors (ISVs) who intend to devise applications based on the San Francisco software maker's server products.

Available to Macromedia Alliance members, the new program includes flexible licensing that will enable partners to purchase Macromedia ColdFusion and JRun licenses that allow them to embed and redistribute the software with their applications. Partners will also have access to a software development kit that will enable them to seamlessly install either ColdFusion or JRun with their own commercial solutions.

"Macromedia wants to ensure no barriers exist for our partners to deliver products and solutions built on Macromedia ColdFusion and JRun server technologies," said David Mendels, chief strategy officer at Macromedia. "By enabling them to integrate our servers into their products with aggressive pricing and a simplified purchasing program, more vendors can harness the power of our server technologies."

Macromedia, who has already won over vendors LendingSpace Inc. and Micropath, said ISVs can benefit from using a "pay as you go" model based on the number of licenses sold to end users.

"We can now easily purchase embedded licenses for JRun as we need them, plus we earn attractive discounts that allow us to deliver a more cost-effective solution," said Chris Kmosko, chief technology officer of LendingSpace.

Since purchasing rival Allaire Corp. in January 2001, Macromedia has moved forward incorporating its rival's ColdFusion software into its portfolio, as well as adding its own flavor to it. The buy also enabled Macromedia to focus on one major rival in Adobe, which makes its GoLive and LiveMotion Web authoring and animation applications to compete with Macromedia's vaunted Dreamweaver and Flash.

In early March 2002, Macromedia introduced the latest version of its Flash technology, Flash MX, to much fanfare. It is expected to compete mightily with MPEG-4 and Adobe's Scalable Vector Graphics.