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PPA Digital - Native vs HTML for Publishers

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In which we have a blow by blow comparison of how HTML and Native perform when building a publishers app.

In which we have a blow by blow comparison of how HTML and Native perform when building a publishers app.

Published in: Technology

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  • 1. Native vs. HTML 5! Jon Marks (@mcboof)! Co-founder, Kaldor Group! Creators of Pugpig (pugpig.com)! ! PPA Digital Publishing Conference! 18 Sept 2013! #ppadigital
  • 2. Setting the scene
  • 3. I care how users discover my apps ...
  • 4. ... and that they have a delightful experience ...
  • 5. ... so that they tell all their friends about it ...!
  • 6. ... and part with their hard earned cash.! !
  • 7. I'd prefer not to give up a cut of my revenue ...! !
  • 8. ... and I'd like to keep control of my user data.! !
  • 9. I want a product reimagined for digital ...!
  • 10. ... that embraces the platform it is on ...!
  • 11. ... and works on any form factor, present and future.!
  • 12. It must work offline supporting a lean back experience ...!
  • 13. ... sending engaging notifications and downloading content automatically ...!
  • 14. ... while supporting my rich advertising and analytics needs.!
  • 15. Most importantly, I need to future proof my content ...!
  • 16. ... future proof my workflow ...!
  • 17. ... and future proof my technology.!
  • 18. So what has all that got to do with HTML5 versus Native?! ! Pretty much everything. Let's run through that again. HTML! Native!
  • 19. I care how users discover my apps ... App Stores aren't great, but they're better than nothing. Get featured! 1 The Chrome Store and Firefox Store ain't exactly winning. And you can link to your app from the web too. HTML! Native!
  • 20. ... and that they have a delightful experience ... Native apps currently provide a faster, smoother experience. Don't agree? Show me a single pure HTML5 publisher app that comes close to the numerous good native ones. 2 HTML! Native!
  • 21. ... so that they tell all their friends about it ... Native sharing isn't any good without a web link to share. And don't put the share target behind a paywall. Sharing is caring. Relax a little. 2 HTML! 1! Native!
  • 22. ... and part with their hard earned cash. On iOS especially, the one click payments make a massive difference. Apple, Amazon and Google have tens of millions of credit cards on file. You don't. 3 HTML! 1! Native!
  • 23. I'd prefer not to give up a cut of my revenue ... 70% of a lot beats 100% of nothing. But 100% of everything wins. If you acquire the users you can through your channels and consider the rest a bonus, the cut ain't so bad. 3 HTML! 2 Native!
  • 24. ... and I'd like to keep control of my user data. Acquire as many users as you can directly outside the native ecosystem. Even if the terms seem okay today, you might get shafted by Cupertino tomorrow. 3 HTML! 3 Native!
  • 25. I want a product reimagined for digital ... I need responsive, interactive layouts. Please, Lord, not a replica. And preferably not an enhanced edition with interactive overlays. As Henry Ford almost said: "Reimagine a horse-drawn cart, don't enhance it." 3 HTML! 4 Native!
  • 26. ... that embraces the platform it is on ... On iOS it should feel like iOS. On Android it should feel like Android. Either make a good mobile web site, or an app that plays nice with the host. Don't make an identity crisis. 4 HTML! 4 Native!
  • 27. ... and works on any form factor, present and future.! WebKit has spent 1403 man years working on responsive layout. Want to compete with that? Tablets. Phones. Desktops. Televisions. Watches. Glasses. Billboards. Cars. Fridges. Hot air balloons. Implants. 4 HTML! 5 Native!
  • 28. It must work offline supporting a lean back experience ...! It's too damn hard with HTML5. And offline support means it is also faster online. Test on shitty data connections too. Like on a train trip with plenty of tunnels. Like your users do. 5 HTML! 5 Native!
  • 29. ... sending engaging notifications and automatic background downloads ... Currently, if a web app isn't running, it pretty much doesn't exist. Automatic background downloads are big. People engage with your content when they are stuck offline. The content should be stuck with them. 6 HTML! 5 Native!
  • 30. ... while supporting my rich advertising and analytics needs.! While the ads are authored in HTML, you need a native container for good ones. These two are a big deal, right? Advertisers pay you money. And you need good data to support it. 7 HTML! 5 Native!
  • 31. Most importantly, I need to future proof my content ... Make sure it is structured and semantic and can outlive the container. Don't bury it in InDesign files forever. Structured content means an API. Which means new dynamic, personalised products you can sell. 7 HTML! 6 Native!
  • 32. ... future proof my workflow ... Make sure it is digital first. Print first is a bit daft when print is gone. Audio cassette first? CD first? DVD first? Print isn't like that. It'll be around forever. Ha ha ha. 7 HTML! 7 Native!
  • 33. ... and future proof my technology. The native wrappers will die in the future. Be ready for the change, although it'll be a while. The Year of Mobile was “next year” from 2002 onwards. It was actually 2011. The Year of HTML is “next year”. It’ll actually be 2017. You heard it here first. 7 HTML! 8 Native!
  • 34. Shit. That's close. This is like Sophie's Choice. I still can't decide. HTML! 8 vs. 7 HTML! 8 Native!
  • 35. So don't choose. Get the best of both worlds. Go hybrid. + 7 HTML! 8 Native!
  • 36. And I'm the smoothest hybrid in town.! ! Any questions? I'll be at the bar. And Twitter.! ! @McBoof! #ppadigital! pugpig.com! !