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A big mistake: Flex Builder is now Flash Builder
All the latest Flash platform related news are about Adobe’s rebranding of Flex Builder which is now Flash Builder. You can read more from Serge Jespers, Lee Brimelow, Duane Nickull, Mark Doherty, Tim Buntel or Ryan Stewart and the Lee Brimelow’s FAQ. And I’ve decided to share some thoughts about this decision.
As we know Flash was born as animation technology and then become RIA platform with its own scripting language etc. To be precise the RIA definition itself is derived from Flash MX. So we have animation platform with some interactivity (ActionScript) and very great IDE for animation (timelines, tweens etc) but EXTREMELY poor for scripting with very basic code editor and procedure code in frames across application movie.
Time by time the situation is changing. Flex technology with declarative MXML was launched earlier than MS’s WPF with XAML (and MS possibly didn’t think about WPF/E aka Silverlight that times). Flex was right targeted for developers to develop APPLICATIONS (not movies). Right, developers-developers-developers just before MS’s XAML/.NET based family with great designer/developer workflow.
But anyway who knows about Flex? Before >=2 version almost nobody knows. A lot of Flash developers can’t adopt this new technology for number of reasons. And the situation was broken after Flex 2 was released. We can call it as the victorious procession of Flash platform for developers. But who knows about this procession outside Flash community? A much less amount of people than we can expect.
The most people just things nothing if I represent myself as a Flex developer. They don’t know about the subject and even don’t care. And if I try to explain my specialization in terms of Flash platform they become excited — oh yes! It is great tool for animations, rich banners, YouTube and promo sites. But what you say? You write code? ActionScript code? How very interesting. But ActionScript is very poor programming language, you know? What? It now supports classes? And even some other cool features? Great! But what about IDE? MS has great Visual Studio for their WPF and Silverlight but Adobe has just Flash IDE with just VERY BASIC code hilighting. It is funny you know? What? You have Flex Builder which is Eclipse based and has some code editor which is not so powerful as JDT but has a couple of features? Really? That’s cool, guy! Sorry, I’m hurry now. See you!
It takes a long time to divide Flex as developer centric technology from Flash as technology for creative people. Ok. We have Flash platform as an umbrella for all this family. Flash (means timeline and poor code editor)? Platform (WTF?)?
In other side everybody knows Visual Studio. And calls it great (I can’t share it — in my opinion VS is not great as code editor but can be with ReSharper for example). And new Silverlight technology (developers, developers, developers!). Nobody can doubt Silverlight is great for developers. And it has really great designer/developer workflow (which Flex Flash will have only with Flex Flash Catalyst released). Maybe it isn’t great for animations but who cares?
Ok. What we have now? We have Flash IDE and Flash Builder IDE (looking forward for questions from customers and colleges about what is difference and why Flash Builder IDE has advanced code editor but can’t compile fla-files and Flash IDE can compile them but useless for serious coding?). And we have Flash Catalyst which can use projects imported from Flash Builder IDE but can’t share the same project and can’t edit fla-files. And have one ugly child aka Flex SDK which is what? How to explain colleges and customers why Flash Builder IDE hasn’t timeline and can’t build flas but can use something which called Flex SDK (why Flex? why Flash?). And in other hand Flex SDK can be used to develop only in Flash Builder IDE and Flash Catalyst but not in Flash IDE. And what about beginners? Why Adobe going to drive them mad?
Well, Silverlight has ONE brand (which was divided from WPF). Maybe they won’t attract a lot of creative persons aka designers and animators but they have good positioning. So now Adobe tries to do the same using Flash brand. Which become well-established for creative persons but not for software or enterprise developers (sorry for that f-word enterprise word). And never will. It is much more effective to use Flex naming for all the Flash platform parts in this situation (hope creative persons won’t bear a grudge for it and won’t become MS persons 
). Yes Flash is de-facto standard for web animation and MS is very poor about creativity. So I hope Flex player can be successful.
Or maybe it is better to introduce some new generic brand for Flash, Flex and AIR (the whole platform)? Anyway Flash Builder is way to nowhere.
Anyway it is just only my opinion
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31 comments, 1 trackback
Hi Constantine,I think you missed a few things. I don't agree that Silverlight is one brand. You could actually say that the Silverlight platform is exactly the same as the Flash Platform.
Silverlight = Flash Player
XAML = MXML
C#/VB.NET = ActionScript
Visual Studio = Flash Builder
Expression Blend = Flash Catalyst
Expression Design = Flash Professional
Hope this gives you a better idea on how to position this.
Serge
Serge!The problem is Siverlight is developer centric technology and the role of all the products is clear. Yes you're right in equal signs in your comment. But the problem is understanding for peoples who aren't involved.
In Silverlight case it is clear:
- to develop SL app we need to code in Visual Studio with .NET langs/XAML and using Expression family to bring graphics.
But if I want to develop Flash platform app? What I should use if I know nothing about Flash platform? A lot of similar named tools! And how to made the right decision?
And you're not right about
Silverlight = Flash Player
The reality is:
Microsoft Silverlight Runtime = Flash Player
and
Silverlight = Flash Platform.
I think the case for Flash is equally clear:- to develop
Same thing.
And tomorrow MS will announce Expression Builder formly known as Visual Studio. 
The difference is that Expression Design was not the first product to be released for Silverlight by MS. The various constituents may be adequately equated today, but the historical perceptions of the community will associate Flash with animation. I can understand the reasoning for this change, but I still have mixed feelings about it. "Flex" was my way of differentiating animation from application development. For example a "Flash app" would be an application but something that is animation-based. A "Flex app" would be one that is based off the Flex SDK and is more functional than anything. The problem is that non-flash/flex-developers do not understand that a Flex app is just a Flash app that uses the Flex SDK. This will cause some confusion, but in the long run, it may actually force people to understand what makes up the "Flash Platform" 
your comment system sucks. I was going to post a comment about this article, but not anymore.Get some proper validation on the silly math answer so the posters dont lose their comments when they get the answer wrong (or forget to fill it in such as I did) and the BACK button (LOL, it's 2009!). It's just good practice.
I think the case for Flash is equally clear:
Serge, I think a lot of Flash developers would say:
- to develop Flash app we need to create a movie in Flash IDE code it in Flash IDE/FDT/TextMate/FlashDevelop/(anything which supports ActionScript and can compile fla-files with Flash IDE but not in Flash Builder) with ActionScript.
The best way for Adobe to made things more clear is to create free fla-files compiler (command line) and support coding/compiling it within Flash Builder. So this will be an other way for designer/developer workflow and can bring Flash IDE to the developer world. Only after this step Flash Builder can be named so without any confusion and Flash SDK (command line compiler for fla-files + ActionScript library which compatible with Flash IDE) will be properly named if we consider Flex SDK for MXML or pure AS.
your comment system sucks
Sorry for that
Added to my TODO list to upgrade b2evolution engine for my blog. 
Spot on. @Serge: As one who uses both Microsoft Expression Suite (and VS 2008) and Flash Professional/FlexBuilder, Expression Design is NOT = Flash Professional.
"Expression Design" is closer to "Adobe Illustrator 88" than to "Flash Professional." Flash Professional allows for animations, etc., while Expression Design only allows for illustration work (and mostly vector illustration--that said, it is nowhere near an "Adobe Illustrator-killer"--yet--it has a ways to go to get even close) ; think of Expression Design as the illustration tools that are in Flash Professional and you are closer to the truth.
Microsoft's product is very compelling-Adobe should be worried. That said, Microsoft's product also has a large distance to go to completely catch-up with Adobe's in many, specific, areas. As a user of (and developer in) both platforms, this is indeed a _very_ interesting time!
@Jon: You are absolutely right. I keep messing up their products ;-) I guess you could say that Flash Professional is more like a mixture of Expression design & Expression blend. And tomorrow MS will announce Expression Builder formly known as Visual Studio
I don't think so. Visual Studio is a very multipurpose environment (not just only C# and MXML). So Visual Studio is like Eclipse and Silverlight add-on is like
@Mukul The problem is Flash is a good brand but… for creative solutions. And Flex is a good brand for development. Adobe tries to made some mixture. And it is very difficult to perform the right positioning of the new role of "Flash everywhere". Because the opposite side — Silverlight — isn't everywhere (MS is very weak in creative solutions and I hope will be). So I just consider
@Serge Can you please do more homework, that's the 3rd time in blog posts i've caught you echoing incorrect remarks.Expression Design != Flash Professional.
Expression Design is simply basic touch up tool, and its like saying Microsoft .NET Paint = Photoshop? when the reality is the tools aren't meant to compete at all in the slightest with Photoshop. Basics.
Expression Blend has Sketchflow so in reality I'd say both Flash Catalyst, Flash Builder and now Flex Builder are essentially all encroaching on the Expression Blend space if you were to draw a line in the middle and play the dating service.
On a personal note (Not Microsoft's position), I think the Flash Builder was the stupidest move your guys have made to date - and I once sat through a 2hour argument with Macromedia team when they briefed me on the new name for Flex and its $15k per CPU price tag.
-
Scott Barnes
Rich Platforms Product Manager
Microsoft.
Если вы просмотрите посты на эту тему в блогах Serge Jespers'а, Lee Brimelow, Duane Nickull'а, Mark Doherty, Tim Buntel'а или Ryan Stewart'а, а также FAQ от Lee Brimelow, то узнаете, что ...
I like this renaming of Flex Builder to Flash Builder. Despite the fact it is a big surprise for me. I think this makes the whole Flash Platform more consistent for its core supporters."A lot of people think that Flash is not more than stupid banner creation tool" - I've heard this argument very often. But I think it is old way of thinking about Flash and it seems that Adobe decided to change it.
It is a risky, but power turn, the turn of man, which believes in the ability of change and ready to make it.
In other words, no red cheeks anymore when saying you're flash developer, but completely opposite: "Yes, I am a Flash developer, and Flash is powerful Platform for development".
It will take time to change the public image of Flash, but, as soon as Flash is really great platform for development, it is fair play, and I believe it will work.
"which believes" = "who believes", sorry, I must have been visiting my English courses more often! 
A few points that I think will help:1. The rebranding is meant to fix the nomenclature problems you mentioned.
2. Flex is Flash. Flex is a collection of actionscript classes.
3. The notion of a 'Flex Applicaiton' is a misnomer, it's still a movieclip / flash movie / .swf. In fact Flash content built upon Flex is a 2 frame movieclip. So even 'Flex Apps' have a timeline.
4. The .fla is going away and will be replaced with the .xfl. This was announed about 2 years ago. At the time it was planned for CS4 but it didn't make it.
5. The workflow problems you mention do exist, but a big help will be the .fxg file format.
The .fla is going away and will be replaced with the .xfl. This was announed about 2 years ago. At the time it was planned for CS4 but it didn't make it
Yes. Its really cool. But how this is related to the mxml compiler?
"A lot of people think that Flash is not more than stupid banner creation tool" - I've heard this argument very often. But I think it is old way of thinking about Flash and it seems that Adobe decided to change it.
Yes. I'm dreaming about it for about five years. But still there are no changes
All these people thing Flash is just annoying banner and "skip intro" creation tool. Hope Adobe and we (community) can change it. But anyway… 
Just a small addition to the above. There are a few mentions of Visual Studio which seem to suggest that it can't be used for Flash Platform (Flex/AIR/ActionScript) development. Not so! My company is creating a Visual Studio Flash Platform IDE called Amethyst. This has all the same things that any VS developer expects - IntelliSense, refactoring, code formatting etc. The commercial edition will even have a drag+drop Flex/AIR visual designer right inside Visual Studio. We will also release a free Personal Edition. We currently have beta 5 available for download. More info on our blog: http://www.sapphiresteel.com/-Blog-best wishes
Huw
Just a correctionMXML is not equal to XAML as XAML is a much richer format for developer / designer collaboration.
Thats why Adobe scrambled to "invent" it themselves (i.e. they did the same that Microsoft is often accused of) in the form of FXG which by the way will not be commercially available for use until Q4 of 2009.
And Silverlight != Flash but Silverlight = Flex.
Wow Impressive!Your blog is very informative. However, it is pretty hard task but your post and experience serve and teach me how to handle and make it more simple and manageable.
Thanks for the tips… Best regards.
sorry for the badword, but
fy all
flash plataform ownz.
and silverlight is just sucks.
http://www.shinedraw.com/flash-vs-silverlight-gallery/
oh my effing god, I think people care way to much about words 
Hi brother .................. 
Use new Flex Builder 3 project wizards to support the most common back ends.The New wizards make it fast and easy to get started, whether you're using Adobe Cold-fusion, PHP, ASP.NET or Java. Work flow for developers using Adobe Live cycle Data Services is improved as well, and improved project portability support enables developers to share projects and application settings more easily. You can get more details in this link http://www.adobe.com/products/flex/features/flex_builder/ thank you.
Thank you for sharing such an interesting and informative article. - Adobo 
"A lot of people think that Flash is not more than stupid banner creation tool" - I've heard this argument very often. But I think it is old way of thinking about Flash and it seems that Adobe decided to change it.
the one big difference is that flash is cool and flex sucks(i dont mean the IDE or Builder). I dunno about silverlight but i dont like c# very much in comparision to actionscript. actionscript is just the better choice.in flex you are forced to use their extending implementing code 'structure'. im more likely to use more standalone classes, bulkloader and my own xml DOM. this way i get easier and faster applications.
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