Adobe kills Flash

flash-gordonAdobe has decided that the name “Flash” is pretty poisonous and will kill off the brand name next year.

The 2016 iteration of Adobe’s Creative Cloud subscription software scheme will see the end of the ‘Flash’ branding, and an even greater emphasis on  HTML5.

Adobe said that the Flash product will be called Adobe Animate CC from January’s update of the Creative Cloud suite. There’s no explicit mention of what the browser plug-in will be called, but presumably it will mirror the change of name.

This is a low key exit for a name which pioneered rich text media and video in the age before broadband. For the last decade it has been a buzzword for security vulnerabilities and exploits.

The Flash browser plugin has always been binary, hard-coded software and it was impossible to fix because of the proprietary nature of the code.

The rapid emergence of HTML5 and more ‘open’ standards which could more effectively and safely replace the web’s dependence on Flash.

Google’s Chrome browser has its own custom Flash player which allows Flash content to continue to run on its browser. Mozilla has agreed to continue Flash plugin support despite its plans to kill off some aspects of it.

In January of this year YouTube progressed its experimental HTML5 video support into the default format for video, and from September Amazon began to refuse Flash-based ads in its own consumer networks.

However the tech is still with us, but it will not be called Flash. Any new version of the plugin will continue to run Flash content in 2016. The company said:

“Today, over a third of all content created in Flash Professional today uses HTML5, reaching over one billion devices worldwide. It has also been recognized as an HTML5 ad solution that complies with the latest Interactive Advertising Bureau (IAB) standards, and is widely used in the cartoon industry by powerhouse studios like Nickelodeon and Titmouse.”