Adobe and Intel unveil ‘AppUp’ app store developer service for distributing and monetizing AIR apps

Parallels Desktop 5 for Mac Adobe and Intel today announced plans to enable developers to distribute and monetize Adobe AIR applications and games via Intel AppUp center storefronts, the first non-Adobe app store supported by Melrose. Using Adobe’s new application distribution platform beta, code-named “Melrose,” developers and publishers can sell and distribute AIR applications while monitoring sales and downloads. Available today, the beta of Melrose provides a portal for developers and publishers to distribute their applications through multiple distribution channels. Developers receive up to 70% of the revenue from their paid apps, Intel keeps at least 30%.

Advertisement: Parallels Desktop 6 with Enhanced 3D Graphics for Games and Parallels Mobile app for the iPad, iPhone and iPod touch! Buy now!

The Intel AppUp center was released as a public beta in January 2010. AppUp currently targets netbooks and consumer laptops, with plans to extend AppUp support to additional devices. With Melrose, developers can incorporate licensing capabilities directly into their applications through a free software development kit (SDK). This SDK enables payment as well as usage data to help developers measure their success. Using Melrose, developers can publish applications and choose target stores, set pricing and view store analytics. Melrose is expected to ship in Q4 2010.

The Intel AppUp Developer Program (IADP) was launched at the Intel Developer Forum (IDF) in 2009 and gives developers and ISVs the tools, SDKs, and community they need to deliver applications via AppUp stores directly to consumers. With IADP, Intel is focusing on developers, and not just their applications, helping developers and publishers build and manage relationships with consumers and AppUp center stores.

Adobe AIR enables developers to use HTML, JavaScript, Adobe Flash Platform tools and ActionScript to build web applications that run as standalone client applications without a browser. AIR is a component of the Adobe Flash Platform.

Sources: Adobe Systems Incorporated, Intel Corporation

MacDailyNews Take: It’s just like Apple’s App Store, minus the hundreds of thousands of apps, 160+ million customers, and billions of downloads.


  1. “Developers receive up to 70% of the revenue from their paid apps, Intel keeps at least 30%.”

    The devil is in the details, Intel keeps at LEAST 30%.

    And, I thought Adobe AIR was built upon WebKit.

  2. Unfotunately fir Adobe, it has developed a reputation for producing Desktop Apps with sloppy installation tools that don’t work reliably. For now, I don’t want to rely on Adobe any more than I have to and I certainly don’t want to start paying even more subscription fees to yet another company. All these execs now have stars in their eyes over using “cloud services” to grow revenue and in this economy, we ain’t gonna’ have the money to pay for all these services.

  3. Consider this, pornographic content distribution is one of the big drivers for “Flash” video on the Internet. Flash supplanted Real, just as Real supplanted DVD, as DVD supplanted VHS, as VHS supplanted… well you get the idea. Porn publication has a history of taking advantage of or even driving new distribution models while making money for the producers of the enabling technology.

    Apple does not allow porn apps in it’s AppStore. They have make a very public point of being “squeaky clean” regarding “adult content.” Even so, Apple made the point that HTML 5 can do everything Flash can, is really “license free,” is more stable, runs on personal mobile platforms and is power efficient. Mobile content is the current “rising tide” of content markets and Apple wants to see as many boats in the water as possible. More content means they sell hardware product.

    Adobe and Intel have not made a public statement regarding adult content as it relates to their products. This is likely because they only produce publishing tools and leaves “what” is published up to the publisher. Consequently, the porn industry’s current distribution model relies heavily on both generic PC’s and Flash video. It can be argued that the real reason Adobe is concerned that iOS does not support flash is it fears the porn publishers will move on to html 5. Moving on to a new publishing model hurts their profits retroactively. For example, who still purchases VHS editing hardware and software?

    It is unlikely that Adobe and Intel will endorse or directly be associated with the adult entertainment industry, so don’t expect porn apps on their AppsStore ether. But, if the porn shops can continue using Flash to create their content, but publish that content as mobile apps? If that distribution channel is facilitated by an unbranded Adobe and Intel AppsStore the current model continues to work and their names remain unsullied.

    This may be the thing gives Adobe and Intel in the game and gives them a leg to stagger on.

  4. AIR on a none mobile device works great but this, well I don’t know how successful this will be without Microsoft in the middle and from what I hears they are working on some kind of App Store themselves targeted to Windows users. Will probably be a part of the next version of Windows.

    Will be interesting to see how this plays out though.

Reader Feedback

This site uses Akismet to reduce spam. Learn how your comment data is processed.