A business approach to HTML5


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HTML5 has been in development since 2004, but it was thrust into the limelight when Steve Jobs aired his views on open standards in 2010. HTML5 (and its associated technologies) has now reached a level of maturity that has encouraged organisations to begin adopting it as the basis for key development projects.

There are several business benefits of moving towards a web-platform solution. How much you benefit will depend on the nature of your organisation, but there are several different advantages that may apply.

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  • Nomensa is a user experience design agency. For more than a decade we've been creating beautiful, inclusive and forward thinking websites for organisations across all sectors.
  • There was the day I took the plunge and bought my iPhone, finally understanding what accessibility by default feels like. It was realising that I had smart technology that could help me identify paper currency, read restaurant menus, check in for a flight, order a take away, listen to audio books and post the whole lot to Facebook if I wanted to.
  • It's easier to use in-house knowledge of web technologies, than to bring in whole new teams for each native platform. It's easier to find lots of web developers, than to find lots of developers for every native platform.
  • Yahoo! created an HTML5 dev environment with client and server side rendering, enabling it to utilise existing in-house skills and resources. 
  • It's more efficient to maintain a single code base for cross channel deployment, than to maintain variations for each native platform. It's more cost effective to develop, test and deploy from a single code base, than it is to spread resources across multiple releases.
  • The FT dropped its native app and created a web app instead, gaining better control and more than 2 million usersin the process.
  • It's possible to get rid of proprietary plugins, and create robust web products with an even wider reach.
  • Facebook used an HTML5 code base to reach more than 500 million users on more than 7000 devices.
  • It's possible to create more rich and engaging web products, making it easier to attract and retain consumers.
  • The HTML5 based Pacman Google doodle received an estimated 505 million unique visits the day it went live.
  • It's possible to create more inclusive web products, making it easier to fulfil legal accessibility requirements.
  • It isn't a finished specification, so browser support isn't consistent or stable yet.
  • It isn't easy to provide good quality content images for high resolution devices, without impacting bandwidth consumption. Browser support for video codecs remains divided, so it's necessary to provide content in multiple formats.
  • It's necessary to put in place support for older browsers, which can create a development overhead.
  • Gov.UK is an ambitious project to deliver all government digital services through a single domain website. Its audience is the UK general population, and unique visits are expected to be in the millions every month. 
  • The decision to use HTML5 was taken early in development, because it was felt it had reached an appropriate level of maturity. Working in an agile environment with constant iteration makes it easy to keep pace with any changes to the HTML5 specification.
  • It needs to be accessible to the widest possible audience, but it isn't constrained by the lowest common denominator. Legacy support for IE is provided by Remy Sharp's HTML5 shiv and the Selectiviser script.
  • The HTML5 doctype is more simple, easier to remember, and backwards compatible (even with IE6).
  • Clarity and information are a priority, and the strong semantics of HTML5 make this easier to achieve.
  • The HTML5 GeoLocation API makes it possible to offer personalised information about local authority services and facilities.
  • HTML5 video makes it possible for useful content to be accessed on more devices, but a Flash fallback is in place to support devices without HTML5 video capability.
  • The HTML5 offline storage API will make it possible to offer low level personalisation, without cookies or server side data storage. The HTML5 application cache API will make it possible for people to complete tasks offline.
  • In 18 months Gov.UK has gone from concept prototype to HTML5 operational reality. It's broken the mould, broken records, and all without breaking a sweat.
  • The Nike Better world website uses HTML5 canvas to create a subtle parallax visual effect to attract consumers.
  • The Lanyrd web app and mobile website uses HTML5 offline storage to enable event information to be accessed even when no connection is available. 
  • YouTube uses HTML5 video to help reach the 800 million unique visitors it has every month.
  • The Boston Globe uses HTML5 and the web standards stack to create a responsive website that can be accessed comfortably on a wide range of different devices.
  • HTML5 is the future, so it makes sense to start taking first steps towards it now. Take time to consider the challenges and ways to meet them, then start to enjoy the many benefits of moving to HTML5.
  • A business approach to HTML5

    1. 1. A business approach to HTML 5 Léonie Watson Director of Accessibility, Nomensa @LeonieWatson @we_are_nomensa
    2. 2. Nomensa
    3. 3. Overview• The business benefits of HTML5• The commercial challenges of HTML5• HTML5 as an enterprise tool• Businesses using HTML5• The business of HTML5
    4. 4. The business benefits of HTML5
    5. 5. It’s more effective• Utilise existing skills• Reduce recruitment overheads
    6. 6. Yahoo! Mojito
    7. 7. It’s more efficient• Maximise code efficiency• Reduce release costs
    8. 8. Financial times
    9. 9. It’s better for business• Extend user reach
    10. 10. Facebook
    11. 11. It’s better for consumers• Maximise consumer engagement!
    12. 12. Google doodle
    13. 13. It’s better for everyone• Minimise legal risk
    14. 14. The commercial challenges of HTML5
    15. 15. It isn’t always easy• Keeping pace with the specification
    16. 16. It takes more planning• Managing image resolution• Choosing video codecs
    17. 17. It isn’t available to everyone• Support legacy browsers
    18. 18. HTML5 as an enterprise tool
    19. 19. Gov.uk: Enterprise case study
    20. 20. Gov.UK: Open and agile• Created using open standards• Developed in an agile environment
    21. 21. Gov.UK: Used by everyone• Accessible to the widest possible audience• Available in different browsers
    22. 22. Gov.UK: HTML5 doc type<!DOCTYPE html>
    23. 23. Gov.UK: HTML5 doc type<header> <article> <aside> <nav> <section> <footer>
    24. 24. Gov.UK: HTML5 Geolocation API
    25. 25. Gov.UK: HTML5 video
    26. 26. Gov.UK: HTML5 Future plans• Offline storage API• Application cache API
    27. 27. Gov.UK: Enterprise HTML5• Simpler Clearer Faster
    28. 28. Businesses using HTML5
    29. 29. Nike: HTML5 canvas
    30. 30. Lanyrd: HTML5 offline storage
    31. 31. Gov.UK: HTML5 video
    32. 32. Gov.UK: responsive design: Boston Globe
    33. 33. The business approach to HTML5
    34. 34. HTML5 is the future• Taking first steps• Meeting the challenges• Enjoying the benefits
    35. 35. Thank you! Léonie Watson Director of Accessibility, Nomensa@LeonieWatson @we_are_nomensa