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Software firm Macromedia, known for its Flash technology that is widely used to create and play animated Web pages, is now hoping to bring e-learning and Web conferencing capabilities to the service provider market.

Exhibiting at Supercomm for the first time, Macromedia is actually taking public its existing efforts in the telecom space and hoping to extend its reach.

"Most people don't think of Macromedia as telecom provider but we are one and we have been one," said Tom Hale, senior vice president and general manager of the company, which counts SBC Communications and Verizon among its customers. "We've been selling our Breeze [Web conferencing] program for 22 months now, primarily to enterprise customers, but we are now engaging with service providers and telcos on how they might use this."

Macromedia, which is in the process of being acquired by Adobe, has one significant advantage in reaching out to the telecom market--its software already runs on 600 million desktop PCs and 500 million mobile phones, said Eric Weiss, vice president of telecom for Macromedia.

"Our intent and goal is for service providers to embed Breeze in their service offerings," he said.

The company offers service providers an opportunity to use Breeze in developing Web conferencing services for e-learning, training and travel replacement, Hale said.

"The convergence of Web conferencing, audio conference and video conferencing creates a $10 billion market," he said. "The focus for Web conferencing shifts from [stand-alone] products to a more integrated communications model, where the audio, video and Web conference capabilities all come from one service provider."

Already SBC Yahoo and Comcast uses Breeze for video streaming, while other service providers use its capabilities internally for their own conferencing and employee training.