The new strategy involves the release of two software developer tools under the Mozilla Public License. With the Open Source Framework, part of the project that until now has been known as “strobe” developers will be working on Adobe-optimized media players. The second tool, Text Layout Framework (TLF) is expected to deliver some sophisticated typographical features. The declared goal of the company is to establish an “open” industrial standard for media players - and of course, for its house-own Adobe Flash Platform.

Adobe is cooperating on the project with the Internet service provider Akamai. Together they want to drive forward Akamai's Open Video Player Initiative which apart from having Adobe's flash format as its centerpiece, also supports Microsoft's Silverlight technology. Open source activist, Chris Messina, finds even the title of the project confusing, as he writes in his blog: “One needs only to examine the language of the Open Video Player project or consider the “partners” involved to realize that nothing about the “Open Video Player” project has anything to do with open and everything to do with inhibiting a free and open media web from emerging.”

Messina, co-founder of the DiSo Project, is of the opinion that Adobe's activities are actually hindering a true video standard in HTML5. Competitors in the W3C developer project are the free open source format Ogg/Theora and the market leader H.264. Messina draws parallels to the recent release of codes by Microsoft. He writes: “Adobe and Microsoft are now engaged in similar forms of open-washing, applying the tastes-great, less-filling label, while doing everything they can to maintain their control and dominance in a given area — further cementing the historic distinction between “free” and “open”.