Macromedia CEO Robert Burgess says that the company plans to extend Flash beyond just being a brand for Web developers.

He hopes to extend the use of Flash software, currently used to view animations on the Web, to business users and consumers in a variety of applications.

He told professors at the Wharton School of Business that he hopes to "create an ecosystem" and "become a platform".

"There's an entire Flash ecosystem. It starts with the Flash authoring tool for designers and developers. We've added Flex to that, which is now for programmers to bring Flash to classic enterprise applications. Breeze, so you can use PowerPoint to author Flash. Central, to allow Flash to occur outside the browser and in an offline world. You're going to see more and more of that," he said.

As an example of where Macromedia hopes to go, he discussed Japan's emerging multimedia on mobile phone industry, which leads the world, Burgess said: "The content ecosystem that is developing in Japan around Flash is absolutely phenomenal. There are several thousand Web sites now supplying Flash content, and it's simply because, as human beings, we're multi-sensory creatures. To the extent you get more senses into the game, people like [it] more - cognition happens more quickly. So now, on the trains, it used to be that people would be banging away on e-mail. Now they're banging away on games. It's phenomenal."

He observed that "Japan is the earliest business opportunity for mobile. The phones are more powerful there, and the networks are more powerful."

He also discusses the way Macromedia is expanding its reach beyond traditional Web professional markets toward consumer, mobile and business users. Consumer product, Contribute, for example, is based on professional product, Dreamweaver.