Business FAQ

1. What is FluidHtml?

FluidHtml is a new markup language that was created to address many shortcomings of today's rich media authoring solutions. FluidHtml combines the rich media display attributes of Flash with the search benefits, SEM support, server support and ease of development of HTML. Essentially, it makes Flash work the way the rest of the web works.

Furthermore, in V.2, many of our tags and properties are HTML5 compliant and compatible with CSS3. This means if you stick to these tags, FluidHtml will render in non-Flash environments like iPads as well.

It also means you can render HTML5 markup in Flash using our interpreter. Why this is valuable? The majority of browsers do not yet support HTML5. When they do, HTML5 will behave different in each browser which leads to cross-browser development headaches. Running HTML5 within Flash means it will run exactly the same way across all Flash-enabled browsers.

FluidHtml extends animation far beyond HTML5 and brings the full power of Flash in a simple markup language, including advanced 3D, right-to-left text renderering for foreign languages, and advanced video.

2. Will my customers need to download and install anything to run FluidHtml?

No. The user does need to have Flash 10 installed, but 97%+ of all users already have this.

3. What are the key business benefits? There are many, but two key benefits commonly stand out:

1. Flash and other rich media authoring solutions produce rich Internet applications (RIAs) that are not searchable. With FluidHtml, you get the performance of Flash, but your site is now discoverable by search engines and that provides the first business benefit – free, organic search traffic.

2. Similarly, before FluidHtml, RIAs were not deeplinkable. This means your marketing teams cannot drive truck enthusiast traffic to the trucks and sedan buyers to the sedans. They are forced instead to send all traffic to the home page. Thus, the second benefit: by adding support for deeplinking, you'll get higher return on investments in marketing.

4. How much does it cost?

FluidHtml is free! Enterprise licenses are available and provides full enterprise support.

5. Is FluidHtml open-source?

No. The core FluidHtml interpreter is not open-source. In the months ahead, we will publish an open API that will allow developers to extend the language (ie, its tags and properties) These submissions are tested by the company, and if accepted, become part of the standard language. Community extensions are available for free to developers and included in the deployment license.

6. Do you need special training to be able to effectively use FluidHtml?

FluidHtml is structured like HTML and has been designed for very easy uptake by HTML developers. The website provides developers with excellent self-serve training, documentation and support.

7. Does FluidHtml require Flash programming skills?

No Flash development skills are required.

8 Do search engines have the ability to crawl FluidHtml?

Yes. FluidHtml is as searchable as HTML.

9. Which versions of Flash does FluidHtml support?

Versions 10 and up.

10. Will FluidHtml work with Adobe Air?


11. How do I send comments to your product team?

Please send comments to

Developer FAQ

1. How is FluidHtml different than Flex? 

Flex is compiled and FluidHtml markup is interpreted client-side. This means that Flex applications are not searchable whereas FluidHtml sites and applications can be searched just like HTML.

Also, creating dynamic applications and websites with FluidHtml mirrors the way developers have been doing things in HTML for years.  Developers can write server side code to generate pages on demand. So Java, PHP, Ruby, .NET and Python developers can all write FluidHtml in their native language.  

2. Can I mix HTML and FluidHtml on the same site or web page?


3. Can I have standard flash objects and FluidHtml on the same page?

Yes, you can nest swf files within FluidHtml.

4. Does FluidHtml support RTMPE.


5. How does Fhtml work, and how is that different than traditional Flash or Flex?

FluidHtml, like HTML, is generated dynamically by the server. Flash applications, on the other hand, are compiled applications that are deployed to the server in binary form. That has a number of important implications. First, search engines cannot see the code in a compiled app, but they can see FluidHtml markup. That makes FluidHtml apps fully search engine indexable. Second, as FluidHtml is generated dynamically, FluidHtml sites can have 1000s of pages built from assets in a CMS. These pages can be assembled based upon any criteria you like. Third, ordinary and important web functions like deeplinking, the back button and so forth all work. Fourth, because FluidHtml is a markup language for Flash, it can be developed much more quickly and prototyped very easily. Fifth, developers can now easily apply important concepts such as style sheets and theming to the development of rich media applications. This can be done with Flex, but it's difficult and the resulting app is still compiled, which more or less defeats the purpose.

6. FluidHtml uses an interpreter. Won't that be slower than compiled Flash?

No. It takes our interpreter 50 milliseconds or less to parse data from XML strings, but typical Flash apps do that too. All layout, animation and scripting operations run as fast as Flash can run them.

7. Does FluidHtml support common CMS technologies?

Yes. FluidHtml looks just like html and can be generated by a CMS.


1. Why shouldn't I just use Html5?

2. What are the main advantages of FluidHtml for my enterprise?

The use of rich media, interactive web applications, and web animations are growing dramatically, and consumer expectations of their web experience with your company are rising as a result. Historically, committing to rich website development meant using Flash, but this has significant problems for CIOs that FluidHtml solves. The main ones are these:

a. Flash developers are expensive. FluidHtml puts the power of Flash into the hands of your existing web developers because it follows HTML paradigms can easily be learned in a few weeks.

b. No one today would code a large website in Flash because it was never built for this purpose. Flash is compiled, so each page of your site is essentially a compiled application. This isn't true of HTML which can be dynamically generated on the server. Since FluidHtml is just markup on the page, it works like HTML. With FluidHtml you can generate Flash pages dynamically just as you do HTML.

c. Flash has a difficult time with SEO. Because Flash is compiled, the search engines can't index these binary objects. Adobe is working on making this better, but there is a natural limit to what can be done. However, FluidHtml is just markup, so it can be indexed by the search engines just like HTML. This means you can develop in FluidHtml and get all the benefits of Flash without sacrificing search engine indexability.

The upshot of all this is that with FluidHtml, your enterprise can enjoy all of the benefits of rich web deployment while dramatically reducing the total cost of development and maintenance over conventional rich media tools like Flash and Flex. And while Html5 is promising, it isn't ready. And even when it is ready, it won't necessarily be the right solution for multiple categories of applications.

3. Will you support me?

Yes. All of our enterprise customers have access to our company's experts for support.

4. Does it run the same in all browsers? Are special plug-ins required?

FluidHtml runs wherever Flash runs. We support Flash 10 and we will strive to remain backward compatible as our language evolves.

5. What about environments where Flash doesn't run?

FluidHtml accepts Html5 and CSS3 markup. If you limit your application to those tags, properties and styles, it will run the same on, for example, an iPad as it does in your mom's copy of Internet Explorer. (Hi Mom!)

6. What will it cost me?

FluidHtml is free! However, those requiring Enterpreise support pay a low annual licensing fee for the use of the language. Call us for current pricing.