Google's Fette agrees. HTML5 is only a starting point, he says, and companies such as Google will add their own advancements, such as the ability to drag and drop images to a browser.
A few industry players may be conflicted
Most companies involved in the HTML5 effort are browser developers or rich Internet application tool developers, but not both. The exception is Microsoft, which therefore is in a difficult situation, says Almaer. The company has heavy investments in trying to propel Silverlight to dominance. "That's a big elephant in the room for them because you can imagine the Silverlight team [whose] whole existence is to add [this] functionality in. [But] if Internet Explorer puts it already in there, why do we have Silverlight?" he asks.
Google may also face some touchy decisions. For example, its YouTube subsidiary uses Flash for its video, but the inclusion of HTML5 capabilities in browsers might cause YouTube to rethink that decision, notes Fette. "It's a cost/benefit analysis that they'd need to make."