HTML5 is a new markup language that provides a simpler format for webpages and applications that is more adaptable to different devices like tablets, laptops and smartphones. It allows content to be delivered seamlessly across different platforms without compatibility issues. While HTML5 is still being developed, many publishers are beginning to use it to future-proof their content delivery and access new revenue opportunities. Outsourcing HTML5 conversion to a company with expertise like SPi Global ensures the process is handled strategically and efficiently.

1. HTML5: The Code
to Maximizing Revenue
This whitepaper was completed on December 9, 2012.
Maximize the Value of Your Content

2. 2
When Tim Berners-Lee first cooked up the World
Wide Web in 1991, he included an easy-to-use
formatting language suited to the borderless
nature of the Internet: hypertext markup language,
or HTML. Over the years, HTML has served Web
designers well, evolving as Websites incorporated
increasingly varied design elements and rich media
functionality.
Problem was, that very complexity eventually began to undermine
HTML’s openness and usability. Coding became a chore as commands were
rendered differently on different platforms. The ability of design features
to flow seamlessly across desktop computers, smartphones, and tablets became
difficult without building in redundancies and frequent updating of design
and coding work.
Today, with older rich media software such as Flash not supported on iPhone
and iPad, it has become more important than ever to create a new, streamlined
language for the Web.
Enter HTML5. Based on an Extensible Markup Language (XML) structure, a
language developed to bring simplicity and adaptability back to Web coding,
HTML5 offers the ability to build in semantic cues – instructions that express
the use and context of a design element rather than laying out highly specific
instructions for the appearance of something. This ability makes HTML5 easy to
work with and highly adaptable to operating systems, software platforms, devices,
and interfaces. Critically, it is designed to work with technologies of the future as
well as those we are familiar with today. It is, simply put, the key to future product
development, content delivery, and revenue opportunities in publishing.
HTML5: The Format of the Future
Consumers increasingly expect to consume media seamlessly across devices
and platforms without delays, formatting problems, or compatibility issues.
Developers look for scalable, efficient, cloud-based means of creating and
delivering content. HTML5 allows all concerned to “leverage the strength of a
delivery device — whether tablet, laptop or smartphone — as well as the server
which is serving up the HTML5 content,” according to John Wheeler, Senior Vice
President of Strategy and Emerging Technologies at SPi Global.
HTML5 and related specifications — the Open Web Platform — is rapidly becoming the universal
architecture for rich interactive content experiences. ePub3 extends the Open Web Platform to
encompass downloadable offline-capable eBooks and portable documents. IDPF will continue to
collaborate closely with the W3C and other industry stakeholders in ongoing development of the Open
Web Platform vision and its realization in open, accessible global standards that enable publishers to
deliver their premium content as websites, native-class applications, and publications.
Bill McCoy
Executive Director, International Digital Publishing Forum (IDPF)

3. HTML5: The Code to Maximizing Revenue 3
Seamless delivery of content that works equally well on any platform — what Today, with older rich media
many developers call “responsive design” — allows rich media such as audio, software such as Flash not
video, and interactive assets to be delivered through Web apps or HTML5-enabled
browsers without needing downloaded or embedded media players. Geolocation
supported on all media
and tracking data can flow back to the server to enhance product functionality, devices, it has become more
and social media can be seamlessly integrated into Web-based content shared important than ever to create
across all platforms. Abandoning the “walled garden” environment of downloaded a new, streamlined language
applications also has distinct SEO advantages, because only one set of search for the Web.
criteria is needed to make content discoverable across platforms.
Because HTML5 is XML-based, it supports all modules of CSS3, the language used
to program the look and formatting of websites, as well as other XML-based
formats, such as ePub3 (ePub defines a means of representing, packaging and
encoding structured and semantically enhanced Web content — including HTML5,
CSS, SVG, images and other resources — for distribution in a single-file format.
Reference: http://idpf.org/epub/30/spec/epub30-overview-20111011.html#sec-
intro-overview). Javascript, a key component of HTML5, is rendered easier to use
because many things that used to require heavy Javascript programming can now
be done straight in HTML5.
Growing Pains
While the promise of HTML5 to take publishing into a new era of platform-neutral
content distribution is real, there are still many steps left to take before this can be
realized. Most importantly, HTML5 is still in development, and will not be ready for
full deployment for a few more years. According to SPi Global’s John Prabhu,
Vice President, Solutions Architect, this should not dissuade publishers from
beginning to use HTML5 — it is, by design, iterative, meaning it will undergo
continuous development and nothing built in HTML5 now will be made obsolete
by a later, “final” version. Developing new products and interactive assets around
HTML5 and beginning the process of enriching older content simply makes good
business sense.
A second factor is the desire of some big digital media and technology players
to maintain proprietary formats. Major companies involved in HTML5
development with a stake in its outcome include Apple, Amazon, Microsoft, Adobe,
Google, Mozilla and RIM, among many others. Amazon, which hopes to preserve
its proprietary hold over e-books formatted for the Kindle, is pulling in a different
direction than others offering e-books rendered in ePub3 (For a list of devices
supporting ePub3, check out http://www.bisg.org/what-we-do-12-152-epub-30-
support-grid.php.).
HTML5 allows all concerned
Despite these hurdles, all major publishing industry players are implementing
to “leverage the strength of
limited HTML5 functionalities even though HTML5’s planned initial full rollout will
be in 2014 (http://www.w3.org/html/wg/#sched). Apple’s choosing not to support a delivery device — whether
Flash on its market-leading iPad tablets forced Adobe to begin redesigning its tablet, laptop or smartphone
suite of software products around the new language, meaning every publisher — as well as the server
needs to prepare for HTML5-based versions of InDesign, Quark and other major which is serving up the
design and production software. Newer browsers such as Google Chrome support
HTML5 content.”
HTML5 (browser support on HTML5 – http://www.findmebyip.com/litmus/) and
are being optimized for sophisticated browser-based functionality, which will John Wheeler
allow Web apps to work like fully-functioning desktop applications within the Senior Vice President, Strategy and
Emerging Technologies
browser window, rather than being limited by conventional browser controls. SPi Global

4. 4 HTML5: The Code to Maximizing Revenue
Critical for book publishing is the development of Readium (http://readium.org),
an HTML5, CSS3, and Java-based ePub rendering engine that aims to provide an
open-format solution for book reading on a variety of platforms. Readium was
recently added to the Google Chrome Web store as a plug-in; on Chrome, it brings
to life some of the functionality that points to the future of Web interactions:
buttons, customization tools, and buy-within-the-app features previously seen
only on proprietary, downloaded software.
The combination of HTML5, CSS and JavaScript has finally reached the point where publishers don't
have to worry so much about separate formats for development, storage and distribution. A single
master file can provide a similar, accessible experience across all platforms and environments whether
they be controlled, browser-based, or client based. It also allows for much easier integration with the
social media, assessment and learning management systems that are so necessary in today's education
environment. Finally publishers can deliver features that were difficult to achieve including interactive
graphics, equation graphing, rich media (audio, video, etc) and multi-layer markup across layers.
There are certainly challenges ahead in achieving full penetration of HTML5 not the least of which are
the creation of effective authoring tools and the development of "code competence" on the part of
designers, editors and other staff, but these are well worth perseverance in implementation.
Ken Brooks
SVP, Global Production and Manufacturing Services at Cengage Learning
Benefits for the Book Market
The benefits of HTML5 and ePub3 are compelling for those reading books on
e-readers and tablets. As already glimpsed in applications like Readium, the
end-user experience can be enhanced by the ability to serve up rich media
through the cloud via sophisticated new browsers and Web apps, avoiding
prohibitive download times and storage limits. Features such as streaming video,
text-to-speech, geolocation, drawing tools and spectographics, interactive material
such as quizzes and content updates — all are facilitated and enhanced by HTML5.
In addition, the always-connected nature of Web-based applications allows for
real-time insight into what and how people are reading, and allows servers to
“push” related content.
More and more publishers are seeing the value in a seamless, cross-platform
publishing solution. According to a survey conducted among nearly 500
individuals in the publishing industry by Book Business magazine and SPi Global
in August 2012, 26% of respondents said they are using HTML5 as a rich media
format, compared to 18% using Flash (56% did not know). All indications are that
circumstances will bring the number using Flash down: 56.6% of respondents
said that not having content supported on new media devices like the iPad was
their main complaint about their current rich media format. Fifty-four percent of
respondents said they are considering migrating to HTML5, compared to only
11% who said they are not while 35% were not sure.
The number one reason to stick with a rich media format other than HTML5 was
reported to be the fact that legacy content exists in an earlier format. While this
may prevent some from making the leap, it’s a bad long-term decision. Sooner
or later, when all browsers and devices are HTML5-optimized, legacy content will
have to be converted and new content produced in HTML5.

5. HTML5: The Code to Maximizing Revenue 5
What rich media format do you use?* Will you consider migrating to HTML5?*
26% 54%
uses HTML5 will migrate to HTML5
18% 11%
uses Flash will not migrate
56% 35%
other, doesn’t know not sure
* According to a survey conducted among nearly 500 individuals in the publishing industry by Book Business magazine and SPi Global in August 2012.
Migrating to HTML5
It’s generally agreed across the industry that companies not already strategizing
for HTML5 conversion need to begin. Patrick Cox of Codrops, “in order to further
demystify HTML5 and help these knuckle-dragging designers and developers
to jump on the bandwagon,” identifies 10 reasons to convert to HTML5:
(1) accessibility (for screen readers), (2) video and audio support (no need for
third-party players), (3) the “doctype” tag (allowing coders to avoid complex
attribute markers), (4) cleaner code, (5) smarter local storage, (6) better Web user
experience, (7) game development, (8) cross-browser support, (9) optimal mobile
support, and (10) “it’s the future – get with it!”
But just how exactly do publishers and developers “get with it” when it comes
to preparing for HTML5?
The fundamental step, according to Prabhu, is preparing content semantically.
“Content must be structured semantically because new technologies come
and go,” he says. “Every six months to a year, everything changes. If publishers
prepare content semantically then they are able to quickly transform into any
56.6%*
new standard, whether it is ePub3 or HTML5.” This requires a platform-agnostic
approach focused around converting embedded third-party assets, as well as
older HTML4 “presentation” tags (which carry information relevant to particular
contexts) to semantic HTML5.
of respondents said that
In the midst of this, however, publishers must have a “back up plan” to
not having content supported
accommodate the fact that some browsers support HTML5 and others do not.
on new media devices like
As to when to begin the conversion process, Prabhu says it depends on the
the iPad was their main
company and its particular strategy for ROI. Many are focusing now on the top
titles in their catalog and converting the rest as needed; others are in the process complaint about their current
of converting all titles and other materials. rich media format.

6. 6 HTML5: The Code to Maximizing Revenue
Critical Steps to Conversion Working with new content requires bringing together print and digital workflows.
Content must be authored in a “structured” manner early in the process (during
manuscript and typesetting stages) so it can be transformed seamlessly into print
Print and digital
and multiple digital output formats.
workflow convergence
Content must be tagged early and consistently, validated against DTD/Schema
and business rules, and monitored through good auditing and testing practices
within a workflow environment. For example, certain book elements (such as
Semantic tags added chapter headings) can be tagged in more than one way, and may look correct
to all content in the short term even if tagged incorrectly, but will not render properly when
repurposed for future use, nullifying one of the main advantages of semantic
tagging. Tagging expertise must include understanding how to make content
“work” through the multiple iterations enabled by multiplatform publishing.
Structured authoring pushed
upstream – early in product
planning and workflow
Why Outsource
Given the complexities, challenges, and need for a strategic approach to HTML5
conversion, most publishers choose to outsource the work to a vendor with
specific expertise in the field.
To facilitate conversion of rich media assets, many developers (including
SPi Global) have built up a “library” for HTML5 interactions around audio and
video, drag and drop, pull down lists, and all other modes of digital interactivity
that will constitute the Web and mobile experience of the future. “All these
interaction types have been developed in HTML5 and it’s just a matter now of
putting the proper content there,” Wheeler says – which, of course, is easier than
starting from scratch.
SPi Global has developed methodologies and workflows for content conversion
through its own Innovation Lab. Given its experience with conversion, there are
few challenges SPi Global has not seen and developed protocols around. “We have
a whole part of our organization dedicated to tackling timely and sticky issues,”
Wheeler says. “We do that on our dime because there is way more that we need to
learn about the process than we could ever charge for, so we have a corporately-
supported formal methodology to drive innovation within the organization and
particular product types.”
Add to this domain expertise, which gives SPi Global specialized knowledge
around certain types of content, especially in the education and STM markets.
“In Higher Ed we know there is a semester time constraint. We know what kind
of questions you will be getting back as far as how the content is used. We
understand your target market,” Wheeler notes.
Another key advantage is scalability. Provided with materials like original
storyboards and Flash files from publishers, SPi Global can utilize a series of
how exactly do publishers and
developers “get with it” when protocols to render content in HTML5 both effectively and efficiently. “We have a
it comes to preparing for HTML5? number of projects that are converting Flash to HTML5,” Wheeler says. “With many
thousands of media components involved, there should be an expectation that it
Content must be structured is less expensive with SPi Global because these elements are scalable. The job
semantically because new will be less expensive and we can get it done in a time frame that makes sense
technologies come and go. for the customer.”
John Prabhu In an exploding digital market, publishers want to address the widest variety of
Vice President, Solutions Architect devices possible, but can have difficulty knowing which channels to prioritize.
SPi Global Because there is not yet enough good market intelligence to predict which

7. HTML5: The Code to Maximizing Revenue 7
e-reader formats will win and which will lose, publishers need to be on all devices. Given the complexities,
The broad-based technical knowledge and industry-wide view afforded by challenges, and need for a
partnering with a service provider like SPi Global is therefore a great asset.
strategic approach to HTML5
SPi Global can even offer strategic perspectives in the early stages of product conversion, most publishers
planning. “As a partner, we are looking at customer’s content in a broader structure
of the options available, what we know works and what does not,” Prabhu says.
choose to outsource the work
“So we are able to offer this technology and subject matter expertise right up to a vendor like SPi Global
front in the design phase of the project itself.” who has specific expertise in
In addition, SPi Global is involved in many consortiums shaping the future of the field.
HTML5, ePub3 and global learning standards for the book industry and IMS Global
learning standards towards eLearning. Involvement in industry-wide planning
and research, along with the company’s dual expertise in technology and content
processing, allows it to offer a holistic perspective and range of expertise that few
others can.
The ROI Question
What does this all mean for the bottom line? Knowing where to prioritize
investments amid a rapidly changing digital landscape is the core concern for
publishers. The business case, as Prabhu notes, is “tricky” because publishers
are essentially being asked to develop interactive products for platforms, browsers,
and markets that are in the early stages of being built out. Working with a vendor
like SPi Global, however, allows publishers to leverage the scale and expertise of an
outside partner in order to profitably prepare for the future.
With mobile and e-book use rising rapidly, especially in the education and External references
STM markets, the trends are unmistakable. The only question for publishers is
1. HTML5 (http://www.w3schools.com/
whether to prepare now or play catch-up later. html/html5_intro.asp)
“You need to align yourself with somebody who understands [these trends] 2. ePub3 (http://idpf.org/epub/30)
in total, and be willing to work with them to come up with best way forward for 3. SPi Global Innovation Lab
your product,” Wheeler says. ”We know ways of achieving what publishers want (http://idpf.org/epub/30)
to achieve.”

8. About SPi Global
SPi Global empowers leading publishers and content providers to maximize
the value of their content online and offline by infusing technology, know-how,
and innovation into their businesses. SPi Global provides its clients with a
competitive advantage by creating unique strategies in redefining a business
model, enhancing an existing or developing a new service offering, and increasing
operational efficiencies by introducing a system or redefining workflows.
With a complete suite of digital, publishing, content enrichment, marketing,
and customer support services, we help companies adapt to the rapidly
changing demands and needs of their own customers through our unique
and innovative solutions.
For over 30 years, SPi Global has been helping leading publishers, not-for-profit
organizations, information providers, and Fortune 1000 companies to increase
their revenues, reduce costs, improve time-to-market, and automate operations.
With over 500 clients and 7,000 content specialists, no job is too large for us.
For more information on how SPi Global can help you maximize
your content online and offline, please contact:
Jamie Israel
Director of Marketing, Content Solutions
M 732 662 8345
jamie.israel@spi-global.com
www.spi-global.com
Maximize the Value of Your Content