Roadshow Europe M&C Saatchi Mobile - Chris Cannacott

The Future of HTML5 & Apps*Chris Cannacott, Project DirectorM&C Saatchi Mobile *(… a blaggers guide)

blag‧ger [countable] British English informalsomeone who gets something they want bylying to people in a clever way

The Basics…

What is HTML5? Update to current HTML (the dictionary used by almost every web page) Why 5? It’s the 5th version of the languageAllows more graphical and mediarich elements to be includedwithout relying on third partyplugins (like Flash) More capabilities such as offline browsing and voice recognition are being added all the timeSupported by (many) mobile phones… It is not standardised yet… Meaning the tools you need to use may not be available yet

What is a Native app? Built using publishers SDK (Software Developer Kit) Standalone development required for each platform Hosted on user’s device Downloaded from publishers market placeAllows more interaction withnative device features Can include embedded content to offer an offline experience (so no need to download content once loaded to a device)

The Mobile Landscape…

50% Internet usage 50% 22.5%Smartphone ownership 18.5%Kantar Worldpanel ComTech, Oct 2011 Devices that support mobile web 90% 31% 44% 40% 2010 2011 Devices that Mobile web usage by support apps UK internet users Office for National Statistics, Aug 2011

Number of apps developed 250k 18,000 350k APPS 29 1/4 2.7 billion App session growth hasapp downloads predicted Number of apps never used increased by a factor of 2.7 for 2011 after first time in markets ranked 2-10 App usage

Want People Want…

What Developers Want… Ability to update Less easily fragmentation HTML5 apps HTML5 apps Single point of Maximise development revenues HTML5 apps HTML5 apps

What Users Want… A natural An ‘always on’ experience experience HTML5 apps HTML5 apps Issue free A tailored experience experience HTML5 apps HTML5 apps

So what’s going to happen…

There’s a place for both… Many instances of nativeCONVERGENCE apps using HTML5 …DIFFERENTIATION SPECIALISATION MATURATION Developers and brands begin to use the channels to their greatest effect

THANK YOU!36 Golden Square, London W1F 9EE Chris Cannacott Tel: 0207 543 4735 e-mail: chris.cannacott@mcsaatchimobile.com web: www.mcsaatchimobile.com

Roadshow Europe M&C Saatchi Mobile - Chris Cannacott

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