The noughties have been a good to the world of the web. Open standards and a philosophy of interoperability have led to widespread adoption of several languages which offer power without proprietary limits.

CSS 3, Javascript and HTML 5, the heroes of this story, have
established a new threshold for the general web experience without the need for
installation of plugins.

But some brands are still holding out with good old Adobe
Flash. Take a look at the following for examples:

http://www.rolex.com/en

http://www.cartier.com

http://www.tagheuer.com

http://www.louisvuitton.com

http://www.christianlouboutin.com

Without care, you can easily end up cheapening your brand
with over the top visuals. For
such luxurious brands, Flash can end up making a really poor impression. It’s
time these brands and their agencies realise that you can now achieve the same
brand experience results using other forms of technology.

Flash in the pan

There are currently 200 million Apple devices in the field
running iOS – a system notorious for turning it’s back on Flash without remorse.
That’s 200m iPhones, iPads and iPod Touches for which your Flash
website, no matter how immaculately designed simply won’t show up.

Brands would have to be out of their minds to deny this audience the
opportunity to view the site, especially given the broad and affluent
demographic of those who own such devices.

Anything is possible 

HTML 5 in particular is becoming more and more powerful,
with some even mooting it as a viable replacement for closed apps such as those
available on iOS.

Google, Apple and Facebook are all pushing this technology
strongly with various agendas, resulting in neat demonstrations like the
following: 

http://www.ro.me/ 

http://www.weareinstrument.com/countdown/

(Find more at http://www.chromeexperiments.com/webgl

These “industry leading” brands need to realise that times
are changing and the benefits aren’t just from being visible across more
devices. Indeed, avoiding Flash also helps with SEO and greater flexibility
when making changes and amendments to push their site and sales forward.

I’m proud to say that I’m with Steve Jobs on this one. I
haven’t implemented Flash in client websites for the last year and we certainly
won’t be changing that going forward. If anyone can think of any reasons to
think differently, do chip in.