HTML5 THE RISE OF STANDARDS-DRIVEN MULTIPLATFORM

APPLICATIONS & TOUCH EXPERIENCES

BEN DAVEY. MOBILENATION

JARGON

NATIVE APP WEB APP

An app designed to run on a single platform

An app designed to run in a web browser

MOBILE INTERNET IS EXPLODING

•  72.5M people in the US have a smartphone •  48% of US customers use mobiles in-store for product research •  People are turning back to the browser to get information – mobile

browsing exceeds use of downloaded apps

A MOBILE PRESENCE IS A MUST-HAVE FOR ALL BUSINESS

Native apps began the mobile revolution

The App ExplosionBack

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Why?

THE ‘APP’ DILEMMA

APP DEVELOPMENT IS HARD. AND EXPENSIVE.

• Device  fragmenta/on  (34.7%  android,  27.1%  RIM,  25.5%  iOS)  

• $20K+  upfront  cost  of  developing  an  app  for  just  1  pla*orm    

APPSTORE DISCOVERY?

• 500k  apps  in  App  Store,  but  only  top  10  get  no/ced  

• Consumers  need  to  pro-­‐ac/vely  ‘pull’  apps  • Model  doesn’t  fit  all  content.  Especially  local    

HTML5 – rethink your definition of the web

•  FORMULATED WITH TOUCH DEVICES IN-MIND

•  WORKS ACROSS MULTIPLE PLATFORMS & DEVICES

•  SUPPORTS TOUCH GESTURES, HARDWARE-ACCELERATED GRAPHICS, GPS,MORE

•  EASIER TO TIE-INTO EXISTING WEB EXPERIENCES

•  PARTS OF THE EXPERIENCE CAN BE CACHED TO WORK OFFLINE – GREAT FOR MOBILE NETWORKS

WHO’S USING IT?

FOR TECHNICAL, POLITICAL & ACCESSIBILITY REASONS…

HTML5 vs

NATIVE

NATIVE  •  Faster  &  closer  to  the  hardware    • More  “bleeding-­‐edge”  APIs    •  Fits  pla[orm  look-­‐and-­‐feel  •  De-­‐facto  choices  for  mone/za/on  •  Push  no/fica/ons    

HTML5  •  Closer  to  the  hardware  

Web  is  catching  up!    •  More  “bleeding-­‐edge”  APIs    

Devices  maturing  HTML5  gebng  hardware  access    

•  Fits  pla[orm  look-­‐and-­‐feel  HTML5  can  mimic  pla[orm  look  and  feel,  has  own  

unique  look  •  De-­‐facto  choices  for  mone/za/on  

Choose  Subscrip/on  based,  SaaS  •  Push  no/fica/ons  

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The ‘app’ experience in HTML5

FRAMEWORKS

JO  (JoApp.com)  jQMobile  

jQuery  Mobile  

PHONEGAP – THE BEST OF 2 WORLDS?

MOBILENATION

Build  and  deploy  mobile  content  in  minutes  –  no  developers  or  IT  needed  

Develop  apps  in  hours  

Deploy  far  beyond  

conven/onal  app-­‐stores  

Leverage  exis/ng  content  &  

infrastructure  

Update  in    minutes  

HTML5  Things  to  remember  

•  Simplify, cut to the chase •  Mobile Devices still have lower hardware

specs than desktops •  Know your target