So what has all that got to
do with HTML5 versus Native?!
Pretty much everything. Let's
run through that again.
I care how users discover my apps ...
App Stores aren't
great, but they're
better than nothing.
The Chrome Store and Firefox Store
ain't exactly winning. And you can
link to your app from the web too. HTML! Native!
... and that they have a delightful
Native apps currently
provide a faster,
Don't agree? Show me a single pure HTML5
publisher app that comes close to the
numerous good native ones.
... 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.
... and part with their hard earned
On iOS especially, the
one click payments
make a massive
Apple, Amazon and Google have tens of
millions of credit cards on file. You don't.
I'd prefer not to give up a cut of
my revenue ...
70% of a lot beats
100% of nothing. But
100% of everything
If you acquire the users you can through
your channels and consider the rest a
bonus, the cut ain't so bad.
... and I'd like to keep control of
my user data.
Acquire as many users
as you can directly
outside the native
Even if the terms seem okay today, you
might get shafted by Cupertino tomorrow.
I want a product reimagined for
I need responsive,
Please, Lord, not a
And preferably not an enhanced edition with
interactive overlays. As Henry Ford almost
said: "Reimagine a horse-drawn cart, don't
... that embraces the platform it is
On iOS it should feel
like iOS. On Android
it should feel like
Either make a good mobile web site, or an
app that plays nice with the host. Don't make
an identity crisis.
... 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.
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.
... sending engaging notifications
and automatic background
Currently, if a web
app isn't running, it
pretty much doesn't
Automatic background downloads are big.
People engage with your content when they
are stuck offline. The content should be
stuck with them.
... 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
Most importantly, I need to future
proof my content ...
Make sure it is
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.
... future proof my workflow ...
Make sure it is digital
first. Print first is a
bit daft when print is
Audio cassette first? CD first? DVD first?
Print isn't like that. It'll be around forever.
Ha ha ha.
... 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.
Shit. That's close. This
is like Sophie's Choice.
I still can't decide.
So don't choose. Get
the best of both
worlds. Go hybrid.
And I'm the smoothest hybrid in
Any questions? I'll be at the bar. And Twitter.!