Another year and another conference gone by. What happened? What was discussed? Going through the after effects of viewing and reviewing the Adobe PDF and Acrobat Conference seems to be an annual event in itself.

As promised, the company did make an appearance. And, not wanting to let the opportunity go by, I wanted to throw in another view, the Investintech view on it. I interviewed our Investintech President, David Moon, who attended the conference last week and had a front row seat for all the action.
In this interview, he gives a one-on-one view on his experience at the conference and on the PDF in general.
REENA: Hi David. First off, thanks for taking out the time to do this interview. It puts a personal perspective on such a huge event that involves a large community of users trying to find a foothold on the many aspects of the PDF. In fact, there are a number of conferences for the PDF industry, such as this one, that try to connect and reach out to the growing community of PDF users. What challenges do you think such an event faces when trying to cater to all users’ needs and interests? Do you think the conference met those challenges?
DAVID MOON, INVESTINTECH.COM: “PDF, as a media format, encompasses almost the full spectrum of viewable content – as such, the challenges are indeed formidable when reaching out to a community with such diverse perspectives. For instance, while some members of the PDF user community may deal exclusively with the capture of artwork for printing purposes, there are many others concerned with the document workflow within large organizations. With such a diversity of interests, one of the main challenges is ensuring that the conference is relevant for each user’s perspective, while also remaining true to the common themes and issues that relate to all users as an overall community.
This year, the conference organizers did a very impressive job of catering to unique perspectives and also providing relevant, over-arching themes. By having 7 or 8 different streams, they were able to address the specific needs of particular user groups, such Web, Print and PDF Technical. In the keynote speeches, however, much larger issues were discussed – that were relevant to all users, such as the environment and developments at Google.”
REENA: The environment is fast becoming a growing issue in the PDF industry. Al Gore’s appearance at the event as a speaker, seems to have reinforced the PDF as a huge part of saving the environment. Were there any other issues of the PDF that were addressed?
MOON: “First of all, Al Gore was a brilliant choice as a keynote speaker for this conference. His presentation didn’t specifically touch upon PDF, but the relevance of what he was saying clearly fit well into the themes of paperless workflows and paper reduction that PDF can really help with.
At the booth next to Investintech’s, was a company called Form Router. One of the really interesting things that their CEO, James Healy, is involved with is this project called Green PDF – which shared booth space with Form Router. I would encourage everyone to visit www.greenpdf.com and learn about the message they are sending. I think that companies can benefit in many ways by thinking more “green” – specifically with regard to reducing carbon emissions, saving trees and cutting costs on paper-related expenses. The Green PDF project was a great initiative and I think it fit in perfectly with the message that former Vice President Al Gore was delivering.”
REENA: The website for the conference had reported that there were actually 80 sessions and topics for this year. That’s a huge number of topics to cover in a conference lasting less than a week. What was the feedback you were hearing from the conference attendees?
MOON: “There was a lot of positive feedback on the conference. In some cases, where the attendees themselves are real experts in an area, what ended up happening was they gravitated towards sessions where they had less expertise. Also, because the quality of the experts presenting was so high, there was a lot of positive feedback on the sessions overall. Having met several of the presenters in the exhibit area, it is obvious that these people are real leaders in what they do.”
REENA: It seems to be no surprise then that the organizers would want leading experts in attendance who could define the direction of the PDF industry. With PDF topics that ranged across the developer, user and publishing perspectives, did you get a sense of any growing PDF trends, if any?
MOON: “This is an interesting question, because as a PDF-oriented company it is always important that we stay on top of what is happening in this space. I’m still processing all the things that went on during the conference, but this year’s conference struck me as an evolution in process. The conference itself was broader than last year, as it included all of the creative aspects – in fact, it was marketed as the CRE8 Conference.
Adobe had a much smaller presence, which I thought was interesting, and the array of exhibitors seemed to be a little broader. Just thinking about all the different ways PDF is being used, and how people are beginning to think more creatively about PDF – even in the business context – makes me think this space is going to continue to grow and evolve over the coming years. In particular, I think document management and how it relates to accessibility of information and consumption of paper resources, is going to be a continuing area of development and growth.”
REENA:There are pictures on the Adobe PDF and Acrobat Conference website from last year that showed Disney’s Milo & Stitch, seminars, and exhibitors—there was one of you and Keith, too. It looked like the conference last year had a fun atmosphere. What was your overall impression of the event this year on a whole? Were there any highlights for you?
MOON: “The conference this year also had an excellent vibe. I had the chance to meet Space Mickey and even had a green Mickey Mouse silhouette “tattooed” on my arm. Overall, the organization of the event was excellent and I think it is a conference that a lot of people are going to want to check out in coming years. The highlight for me this year was definitely Al Gore’s speech – it made me interested in the topic and I am definitely going to purchase a copy of his DVD and add it to our office DVD library. I think his message is a very important one – and it was obvious by the that he absolutely captivated the auditorium that he is truly passionate about the environment and making positive changes.”
REENA: Well, as president of a company that develops and writes PDF conversion software, what features or topics would you like to see in upcoming conferences?
MOON: “Given the broad applicability of PDF to almost every industry group – and the multitude of different kinds of users within those groups – I think there is a lot that people can learn from each other regarding how they use PDF and what formulas work for them. I also like the focus given to environmental issues – which is a common theme that relates to everyone.
Maybe some sessions where issues or challenges could be presented, and then having attendees break into groups to try and tackle these challenges together, would be an interesting thing way to mix things up. It could also be a good ice breaker to get attendees to get to know one another a little better.
Regarding PDF – I think it will be interesting to see what, if any, XPS has had since it’s launch with Vista. Also, I think a document management stream could be very useful – PDF is only effective as a pro-environment step if people don’t print their PDF documents. The solution to stop printing documents is better management of electronic documents within organizations.”
REENA: In general, going to a conference as a participant does mean work, but in a different way—interacting with users and attendees, providing others with an information on the company, etc. Yet, with the conference held in a sunny hot spot like Florida, touring the locale and doing some site seeing must have been a tempting aspect. Any interesting experiences on your trip outside of work?
MOON: “Unfortunately I didn’t get very much down time as it was a whirlwind for me in terms of timing – we were a bit short-staffed as Keith was unable to make it down with me this year. I do enjoy the tex-mex theme they have at the Coronado – where the conference is held – and the grounds are meticulous and beautiful. Rick Nordman at Form Router showed a pretty interesting video of his “snow-at-home” winning contest entry – I didn’t think it was possible to make snow in Cary, North Caroline. I think you can view it at www.snowathome.com.”
REENA: There’s one question left to ask: What’s your favourite aspect of the PDF format?
MOON: “My favourite aspect of the PDF format? I like the notion that when something is in PDF – it can be used, created, sent, filed and saved in so many different ways for so many different types of users. That was something that struck me in this most recent PDF conference, and I hope that the use and relevance of PDF continues to grow as businesses continue to evolve their internal business processes.”
Undoubtedly, the PDF world has a lot to offer, and these events are just one way of getting that message across! Many thanks to David Moon and his take on the PDF conference.