HTML5 is poised to be the next-generation digital content platform. One of the first advocates for HTML5 as the next content platform is the late Steve Jobs as he expressed on Apple's web site in April 2010:

HTML5, the new web standard that has been adopted by Apple, Google and many others, lets web developers create advanced graphics, typography, animations and transitions without relying on third party browser plug-ins (like Flash). HTML5 is completely open and controlled by a standards committee, [...]

New open standards created in the mobile era, such as HTML5, will win on mobile devices (and PCs too).

Facing the ubiquity of the HTML5 platform, Adobe, the creator of the popular Flash content format with abundant applications digital signage, announced in November 2011 that resources will be turned to support HTML5 on future devices.

It is quite apparent that HTML5 is quickly gaining dominance on new devices.

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