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Why would a company not embrace this? While it's a true a site like Amazon would not be able to take full advantage of this, they could embed pdf optimization for dvd's and cd's sent to your cell phone, based on previous selections you've made.
It's a marketer's dream, and it makes a buzz agent's job even easier. Word of mouth marketing will be coupled with a portable demonstration of product or service being sold.
While general public may not become aware of this technology for a few years, those who reside on cutting edge will find great ways to use this in promotion.
Now instead of just watching a movie trailer, you could also have script, actor bios and studio contact information. Maybe even after movie gets released, you could get your pdf updated with box office results.
The benefits of storing information in a pdf are huge. Instead of storing all of that information in a database, you have everything you need as a portable document. No worries about server stability, access to database or even an internet connection.
By embracing this new development, it will be another service you can add to your seo repertoire and allow for your business to adapt to this emerging technology.
-To your online success!
Paul Bliss www.SEOforGoogle.com
Paul has been optimizing sites for over 5 years and has successfully placed over 60 clients into top rankings for all the major search engines.