“Hypertext Mark-up Language 5 (HTML 5) is just a programming language.” A famous investor said this to me 18 months ago. The statement is true, especially if you delete the word “just.” But it misses the point.

As programming languages go, HTML 5 may be unusually disruptive. Not only is it the platform for the next generation web, HTML 5 is likely to be the foundation for Hyperweb services on the Hypernet, which encompasses not the web, but also the app model and whatever new technologies emerge in the online world.

I suspect most content creators will not rush into HTML 5 because it only supports a narrow set of use cases and platforms. Others will wait because agencies have been slow to support mobile ads, despite the unprecedented growth of the iPhone and iPad. I disagree with both rationales for delay. The time to experiment is now. Failures don’t cost much at this point, and wins are likely to translate into businesses advantages that can be compounded over time. At this stage, developing for Android is relatively less valuable, as Apple has effectively cornered the market for consumers who will pay for content.