Sometimes if you can't beat 'em, it's better to join 'em. Take what Adobe is doing in the HTML5 space, even though momentum behind standards-based HTML5 presents a serious challenge to Adobe's own Flash rich Internet plug-in technology.
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Showing it can play in the HTML5 arena, Adobe has not only dropped development of the mobile version of the Flash Player in favor of HTML5 and Adobe's AIR, but also is working on additions to CSS and pitching tools for HTML5.
One developer praises Adobe's embrace of HTML5. "With SEO [search engine optimization], Flash has always caused problems for websites," says Shar Marachi, a developer at website designer and developer Digital Mark Studios, which does custom website development. "If there's certain content in that Flash element, the search engines don't pick it up."