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HTML5 or Apps: Which Will it Be?JEFF WHATCOTTCMO @ BRIGHTCOVE
Who’s here?
Mobile is forecasted to becomethe dominant audience
Screens, Platforms, and Pain
HTML5 vs App: An Epic Battle(?)
Corner #1: Native Apps         654,712 470,069Source:148Apps.biz App Count http://bit.ly/appcount as of June 25, 2012.
Stuff Technologists Say                    “the Web will never be the                    dominant platform”               ...
Stuff Technologists Say                    “the Web will be replaced”                    “the App Internet is the best    ...
Corner #2: The HTML5 Touch Web
Stuff Technologists Say                    “I hated every moment of our                    experiment with apps, because i...
Stuff Technologists Say                    “App is Crap (why Apple is bad                    for your health)”            ...
vigorish |ˈ     vigəriSH|noun informal1 [ in sing. ] an excessive rate of interest on a loan, typically one from an illega...
The “Vig” on SubscriptionContent in Apple iOS Apps                   “Our philosophy is simple—                   when App...
Responsive/Adaptive Design is Hard                         “Adaptive web design is an elegant solution to the             ...
Consumers spend equal time inmobile apps and mobile browsers
Apps are from Mars.The Touch Web is from Venus.
HYBRID A PPS                     HYBRID A PPScreen Real Estate     Persistent ScreenScreen Real Estate                    ...
The Audience/Customer Journey       TOUCH WEB                      APPSDISCOVERY   TRIAL   COMMITMENT   LOYALTY   ADVOCACY
Touch Web and Apps: Together Forever
HYBRID A PPSPersistent Screen Real Estate    Persistent Screen Real Estate   Cross-Platform ReachPush Messaging Engagement...
A Potentially Helpful Continuum Documents                                                                  Applications (C...
Hybrid Apps:All the cool kids are doing it
In SummaryIt’s not either/or, it’s both/and.Use the Touch Web to find and convert new customers.Use Native Apps to engage ...
HTML5 or Native Apps: Which Will it Be?
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HTML5 or Native Apps: Which Will it Be?

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Transcript of "HTML5 or Native Apps: Which Will it Be?"

  1. 1. HTML5 or Apps: Which Will it Be?JEFF WHATCOTTCMO @ BRIGHTCOVE
  2. 2. Who’s here?
  3. 3. Mobile is forecasted to becomethe dominant audience
  4. 4. Screens, Platforms, and Pain
  5. 5. HTML5 vs App: An Epic Battle(?)
  6. 6. Corner #1: Native Apps 654,712 470,069Source:148Apps.biz App Count http://bit.ly/appcount as of June 25, 2012.
  7. 7. Stuff Technologists Say “the Web will never be the dominant platform” “The arrogance of Web evangelists is staggering.” September 22, 2011 Joe Hewitt Co-creator of Firefox Creator of Facebook for iPhone
  8. 8. Stuff Technologists Say “the Web will be replaced” “the App Internet is the best contender” “the web huggers…do not want the web to end.” December 8, 2011 George Colony CEO of Forrester Research
  9. 9. Corner #2: The HTML5 Touch Web
  10. 10. Stuff Technologists Say “I hated every moment of our experiment with apps, because it tried to impose something closed, old, and print-like on something open, new, and digital.” June 16, 2012 Jason Pontin Editor-in-Chief, MIT Technology Review
  11. 11. Stuff Technologists Say “App is Crap (why Apple is bad for your health)” “[Apps are] a step backward for our industry… a waste for most brands… a channel disguised in business clothing..” February 17, 2010 Mark Suster GP @ GRP Partners
  12. 12. vigorish |ˈ vigəriSH|noun informal1 [ in sing. ] an excessive rate of interest on a loan, typically one from an illegal moneylender.2 the percentage deducted from a gamblers winnings by the organizers of a game.
  13. 13. The “Vig” on SubscriptionContent in Apple iOS Apps “Our philosophy is simple— when Apple brings a new subscriber to the app, Apple earns a 30 percent share; when the publisher brings an existing or new subscriber to the app, the publisher keeps 100 percent and Apple earns nothing.”
  14. 14. Responsive/Adaptive Design is Hard “Adaptive web design is an elegant solution to the thorny technical problem of having to deliver a content experience on multiple devices. And engineers love more than anything to apply the same hammer to multiple nails. Unfortunately, users do not agree. Desktop web browsers, tablets, and mobile devices are fundamentally different and are used in veryPeter Yared different ways. Across our properties at CBSCTO of CBS Interactive Interactive, we have experimented with a variety of adaptive and direct designs and are learning the hard way that a one-size-fits-all solution delivers a subpar user experience.”
  15. 15. Consumers spend equal time inmobile apps and mobile browsers
  16. 16. Apps are from Mars.The Touch Web is from Venus.
  17. 17. HYBRID A PPS HYBRID A PPScreen Real Estate Persistent ScreenScreen Real Estate Persistent Real Estate Persistent Screen RealReach Cross-Platform Estate Cross-Platform Rging Engagement Push Messaging Engagement Push Messaging Engagement Fast, Cheap Development Push Messaging Engagement Fast, Cheap Devebrary / Mic Access Camera / Library Library / Mic Access Camera / / Mic Access Camera / Library / Mic Discoverable Search Engine Access Search Engine Dok / QR Code Access Address Book / QR Code AccessAccess Address Book / QR Code Bookmarked and Forgotten Address Book / QR Code Access Bookmarked andrmance Native Performance Native Performance Native No Push Messaging Performance No Push Messaghases and Ads In-App In-App Purchases and Ads Purchases and Ads In-App Camera / Library / Mic Access Purchases and Ads Camera / Libraryhrough App Stores Promotion Through App Stores Stores Promotion Through App Promotion Through App Stores Access Address Book / QR Code Address Book / QSearch Engines Invisible to Search Engines Fast, Cheap Development Fast, Cheap Development Transactions Multi-Step Purchase Multi-Step Purchasive Development Slow, Expensive Development Cross-Platform Reach Inconsistent Browser Capabilities Cross-Platform Reach Inconsistent Browform Fragmentation Chronic Platform Fragmentation Invisible to Search Engines Invisible toApp Store Distribution No Search Engines No App Store Dis
  18. 18. The Audience/Customer Journey TOUCH WEB APPSDISCOVERY TRIAL COMMITMENT LOYALTY ADVOCACY
  19. 19. Touch Web and Apps: Together Forever
  20. 20. HYBRID A PPSPersistent Screen Real Estate Persistent Screen Real Estate Cross-Platform ReachPush Messaging Engagement Push Messaging Engagement Fast, Cheap DevelopmentCamera / Library / Mic Access Camera / Library / Mic Access Search Engine DiscoverableAddress Book / QR Code Access Address Book / QR Code Access Bookmarked and ForgottenNative Performance Native Performance No Push MessagingIn-App Purchases and Ads In-App Purchases and Ads Camera / Library / Mic AccessPromotion Through App Stores Promotion Through App Stores Address Book / QR Code AccessInvisible to Search Engines Fast, Cheap Development Multi-Step Purchase TransactionsSlow, Expensive Development Cross-Platform Reach Inconsistent Browser CapabilitiesChronic Platform Fragmentation Invisible to Search Engines No App Store Distribution
  21. 21. A Potentially Helpful Continuum Documents Applications (Content-centric) (Behavior-centric) Hybrid Apps Touch Web Sites Native Apps Adapted from Figure 9.12 in Aral Balkan’s Smashing Book #3
  22. 22. Hybrid Apps:All the cool kids are doing it
  23. 23. In SummaryIt’s not either/or, it’s both/and.Use the Touch Web to find and convert new customers.Use Native Apps to engage and delight existing customers.Use Hybrid Apps to build Native Apps more sustainably.HTML5 is your best technology/skills investment.
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