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There is a lot of noise being made about HTML5 as the new web technology to use and markets for apps as the best way to sell products and distribute applications to our end users. In reality there is not much new about it - all we are doing is treating the web as a distribution and sharing platform and browsers as the software to run our applications on. In this talk Christian Heilmann of Mozilla shows how in the near future application installation and in-app payments can happen on the most distributed market there is - the internet and through your browser. You will see how the technologies we build web sites in got an upgrade to allow us to build light-weight and focused applications that allow our end users to reach their goals faster and in a more re-usable fashion than with traditional ecommerce. Browsers and hardware are becoming more powerful each day, it is time to use that power in a sensible manner.