One of the standard components in DMP FLO Suite is the InDesign Server. And it plays an important role in our cross media publishing capabilities. While it is true that it is not a required engine for a lot of campaigns, there are campaigns which simply wouldn't be quite as cross as they could be.
Database Publishing
First of all, InDesign Server and our templating-system on top of it, makes it real easy for prepress people to use InDesign documents as the basis for database publishing workflows. In combination with email campaigns, personalized URL's and other types of output, this can result in the setup of a workflow which very easily spans a number of output channels.
While InDesign Server is not absolutely required for this (there are other types of templates available for print, even within DMP FLO Suite), it does often make it easier for prepress people to start from the creative materials that were supplied for the campaign.
Creative Workflows
But InDesign Server is definitely a must when it comes to more creative workflows. The cross media campaign is often not only made up of automated materials (postcards, personalized brochures, ...). And even when it is, there is still the process of gathering and creating the materials needed for the artwork. And InDesign Server is an ideal tool to put this type of artwork online. And around this artwork, correction or editing workflows can be constructed. The end result is much the same as with artwork created and managed through InDesign and emails. But communication rounds are easier, and the time to market is significantly higher.
Other output
And a lot of effort is made by Adobe to increase the native cross media publishing capabilities of InDesign. Export to flash, for example, is a feature which more and more customers will be using as part of their cross media publishing campaigns.