Presenting at the W3C day; talks about the Mobile and HTML5 and how the two need to align again for a better mobile web.

1. HTML5 – Mobile Paradise?
Stephan Haux
Director Product Management
Netbiscuits
September 11, 2012 © Netbiscuits 2012 1

2. Agenda
 About Netbiscuits & About Biscuits
 HTML5 – Vision and Goal
 Reality Check – Mobile & HTML5
 Encouraging Signs
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3. What is Netbiscuits?
The world’s leading cloud platform for the development and delivery of next generation
Web Apps across all mobile and connected devices
September 11, 2012 © Netbiscuits 2012 3

4. Our Platform by Numbers
User base of More than
15,000pro developers
10 billion 110,000
Pages and content items
Web Apps and
Hybrid Apps live
delivered / month
150 10,000+
Inhouse-tested device profiles
million Average
new profiles
per month
50+
Videos delivered / month
Incoming page requests Worldwide users from
from
1st Cloud
Platform
3,583 147
distinct device different
(Launched 2007) types / month countries
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5. World Class Customers and Partners
Customers Partners
September 11, 2012 © Netbiscuits 2012 5

6. News and Awards
Best Mobile Web Publishing
Platform
ME Awards won for the 2nd time since 2009
Leading Mobile Application Development Platforms 2012
Ranked in Gartner Magic
mWeb Awards
Quadrant Since 2009 2012
Best Fashion or Beauty
Frost & Sullivan European Best Practice Awards Mobile Website
2011
Best Mobile Apps Deployment Meffy & Eppy
Platform Awards 2011
Best Mobile Website
September 11, 2012 © Netbiscuits 2012 6

7. How it works – The Biscuits
Using Biscuits building blocks, the creation of award-winning Web Apps cannot be easier
Header Biscuit
Search Biscuit
Menu Biscuit
Image Biscuit
Image Biscuit
Awarded Created by Image Biscuit

8. The Biscuits – Our Secret Sauce
30+ highly flexible building blocks, pre-tested and constantly updated, auto-adaptive for
any connected device
 Biscuits enable the efficient deployment
of standard UI elements and application
features
 menus, galleries, articles, lists, forms...
 advertising, localization, social media,
search, analytics...
 Support HTML5, got Responsive Design
built-in; provide different modes to
adapt automatically to the capabilities
of any connected device
 Enable up to 1.86 trillion adaptations
within your Web App out of the box
September 11, 2012 © Netbiscuits 2012 8

9. Getting Really Started
September 11, 2012 © Netbiscuits 2012 9

10. HTML5 & Mobile Web born at the same time
… roughly
 Internet capable phone
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11. HTML5 Vision
 One Platform for all: Web Sites & Apps – From phone to TV
 Combined from XHTML 1.1 + HTML 4.01
 Design Guidance
 Including the API & DOM into the spec design
 Build to run on low powered devices
 Web apps run offline as well
 Content
 Getting media from plug-in to core
 Semantic capabilities <section>, <article> etc.
 Leveraging Capabilities outside the browser (microphone, storage)
Ideal support for Mobile Web
September 11, 2012 © Netbiscuits 2012 11

12. Reality Check
Mobile and HTML5 have
drifted apart
September 11, 2012 © Netbiscuits 2012 12

13. HTML5 – Carried Away by Desktop Desire
 Richer and Richer Graphical User Interface
… missing interaction
 More animations & transitions
require CPU power
… but camera still hardly
supported by mobile browsers
September 11, 2012 © Netbiscuits 2012 13

14. HTML5 - A Standard in Motion
Out of 17 core features of HTML5 only 3 / 4 are supported by a majority of the top 10
devices in the USA, the UK, Germany, France, Spain, Australia etc.
In 2012, Facebook joined the W3C to help getting HTML5
standardized and launched Ringmark, a mobile browser
test suite for HTML5 feature support.
Source: Caniuse, September 2012
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15. Native Apps
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16. Gartner Hype Cycle June 2012
“A working subset and de
facto standard may be
driven by mobile devices”
September 11, 2012 © Netbiscuits 2012 16

17. Android Device Fragmentation
599 Manufacturers 11 OS Versions
.3.3+
3997 Device Types 100+ Screen Sizes
Source: OpenSignalMaps, May 2012
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18. Guardian – August 2012
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19. HTML5 & Mobile will thrive
September 11, 2012 © Netbiscuits 2012 19

20. Encouraging Signs: Design
Working to make a dream come through: “One Web”
 Encouraging first steps
 Responsive Design debate
 Understanding of its merits as well as short
comings
 Likely Next Steps
 Understanding Diversity of Screens
+ Location
+ Context
September 11, 2012 © Netbiscuits 2012 20

21. Encouraging Signs: Design
Striving for “Apple Grade Design”
September 11, 2012 © Netbiscuits 2012 21

22. Encouraging Signs: Outperforming PC Online
 Mobilized Commerce can outperform
Stationary rivals
 New Demographics
 Mobile – HTML5 base Web is the
economically viable option
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23. Encouraging Signs: Brands going mobile
 Increasing budgets for Mobile Web
 Demonstrate value of the web
 Link ability
 Importance of Search
 Explore new use cases
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24. Encouraging Signs:
Reaching beyond Buzz Words
 Making SoLoMo useable:
 Geo coordinates are nothing provide context
 Social does need purpose
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25. Done? – Not yet
… A Lot of work out there
 Multi Screen
 Users own multiple devices
 Adhoc linking of screens
 Diversity
 RD column based needs expansion to honor
User Interaction concepts
 Merge Context and Device
 Geo: Technology & Opt In
 Turn frequent use into serving the user
September 11, 2012 © Netbiscuits 2012 25

26. Conclusion: HTML5 – Mobile Paradise?
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27. Thank You
To learn more, visit: netbiscuits.com
or follow us: @netbiscuits
Stephan Haux
Director Product Management
s.haux@netbiscuits.com
Twitter: @sthaux
September 11, 2012 © Netbiscuits 2012 27