In the ever-changing world of programming languages, rife with emerging technologies and new methodologies, it is rare for a language to dominate.
PHP has been able to stand its ground as a consistently implemented server-side scripting language. PHP is a general-purpose scripting language that is ideally suited for web developers, and can be easily embedded into HTML.
PHP has a multitude of advantages, beginning with its open source component. In its most basic form, PHP can be deployed anywhere, on any platform or web server.
Its source code is available for public use, giving it a clear advantage over pay-per-use programs. Open source software is free to use, copy, and modify; users may purchase enhancements as needed; proprietary, closed-source software offer users far less flexibility without incurring substantial costs.
PHP will run multiple platforms, including Mac OS X and up, Windows, WinNT, Linux, Solaris, Unix, and BSD, among others. Similar scripting languages are hindered by their creators; as an example, ASP, a Microsoft language, only runs reliably on Windows-based servers.
From a cost standpoint, it becomes much easier to change servers for websites written in PHP, as web hosting companies vary greatly; a webpage written in a language that cannot be utilized on a Linux-based platform precludes its use.
Another PHP advantage, stemming from its open-source nature, is that there are no requirements to purchase commercial license and continuously upgrade the software.
Third-party technology is typically needed with other programming languages. With PHP, there are no additional costs incurred to perform binary file uploads, retrieve a file via .ftp or HTTP, encrypt passwords, or send emails from web pages.
When contrasted to its present main challenger, ASP, PHP is far more cost-effective, efficient, and expeditious. PHP runs on Linux, a free platform; ASP requires the Internet Information Server (IIS), which only runs on Windows NT, 2000 or XP. Uploading files, sending emails, and encrypting passwords with ASP is a costly endeavor, requiring add-on software packages. Each of these components is built into PHP, requiring no additional software.
From an interactive agency perspective, PHP is an excellent language for programming staff, particularly due to its extraordinary low cost and reliability. While other languages are continually evolving, at present, PHP presents a formidable challenge. Within the perennially shifting paradigms of programming languages, however, a successor could be on the horizon.
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As President of Geary Interactive, Andreas Roell actively participates in all client accounts, leads the development of interactive strategies and manages the daily operations and long-term corporate planning for one of the West Coasts leading full-service digital marketing firms.
