Jim Kremens - Founder

Matt Shaw - VP Development

Our Vision

The web is becoming more animated. And with the advent of tablets and apps, this trend is growing exponentially. Yet rich media applications remain difficult for most developers. Despite its power, Flash is hard to learn, hard to master, and hard to modify. That's why we decided to create an HTML-like rich media markup language, so that any web developer can now be a Flash developer.

With the emergence of HTML5, things are getting even more complicated in the rich applications world. While HTML5 has many benefits, it is not a fully-baked standard, has no unified video codec, and is not consistent across browsers. Even the W3C recently advised against using HTML5 until the standard is completed in July of 2014.

Over the past year, since our nomination as one of the leading software products by TechCrunch in 2009, we have been in private beta with over 250 developers in 22 countries. Their feedback has allowed us to dramatically reduce a web developer's learning curve by making our language compliant with HTML and CSS where appropriate. And, because we now support CSS3 natively, FluidHtml will render the same in Flash-enabled browsers as it does in iPad and iPhone environments.

Flash vs. HTML5

There is a lot of debate about Flash and HTML5, and we are often asked where our loyalties lie. Our point of view is simple: we believe in the necessity of both and FluidHtml brings the best of both to developers.

Rich media is more or less in its infancy, but it's clear that consumers prefer the experience. HTML5 puts an important set of capabilities into the hands of web developers, but we believe far more is possible and HTML5 will not be able to keep pace with advancing needs. This is simply because it is managed by a standards body with competing interests that moves slowly. We also believe Adobe must and will continue to out-innovate HTML5 to preserve Flash's market position. Molehill is a successful example of this. Advanced animation and text rendering, cross-device compatibility (when permitted), and hardware efficiency are the keys to Adobe's future. FluidHtml takes advantage of these innovations, moving animation and rich media beyond what exists in HTML5.

To unify HTML5 and Flash, FluidHtml has a large and growing subset of tags and properties that are the same as HTML5 and CSS3. This means FluidHtml code written with this subset will work in HTML5-only environments (like iOS - see our Canvas and video player demos). But when Flash is present, FluidHtml can be treated as an extensible language that leverages the unique features of Flash: developers can make use of our library of components or extend FluidHtml to create their own.

Finally, for CTOs and CIOs, FluidHtml means that animation and rich media support can be achieved without the need for high-end Flash developers, and our support of stylesheets and animation libraries means code can be re-used across projects and teams. All of which contributes to faster development cycles and lower costs.

What are the current reasons to use Flash or FluidHtml over HTML5?

If you're looking for specific reasons that Flash or FluidHtml might be a better choice for you than HTML5, here are a few:


FHTML, Inc., was founded in March of 2009 by Jim Kremens. It just seemed like Flash should work the way the rest of the web works.

Jim Kremens (Founder) has developed Flash applications and media players for various top-tier clients, including Viacom/MTV, Pfizer, Ortho Pharmaceuticals, Tanqueray and Crown Royal. Jim founded Reelscore, makers of a cross-platform collaborative media player built on QuickTime. And he recently wrote several chapters and much of the source code for the book "Flash Media For Professionals." Jim is also an acclaimed songwriter and composer.

Matt Shaw, VP Development, was previously Lead Flash Developer at Viacom/MTV Networks for products such as MTV Overdrive, Comedy Central Motherload, and their core video player platform. Prior to that, Matt spent 5 years with web startup Abstract Edge and has more than 12 years of web development experience.

Bruce Benson is Senior Managing Director of Media and Entertainment at FTI Consulting, a leading strategy consulting firm. Bruce is Chairman of FHTML and contributes substantially to company strategy and development.

FHTML is privately funded and has principal offices in Westport, CT.