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HTML5 and Zuckerberg's admission

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In September 2012, Facebook re-released their entire native Facebook app for mobile. The previous version was slow and sluggish and subsequently Mark Zuckerberg made a statement declaring their mistake in relying too heavily on HTML5.

What does this mean for HTML5, and does this mean that Native is still the only way to develop mobile apps?

The answer is definitely not, and the problem for Facebook is due only to the fact that their huge platform was simply too big a software application to run smoothly on an HTML5 platform. For most other applications, however, it is still the best and cheapest option.

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HTML5 and Zuckerberg's admission

  1. 1. MOBILE IN 2013Important facts for Facebook marketers toknow in light of Zuckerberg’s HTML5 admissionPresented by: Gamaroff Digital15 September2012
  2. 2. The value of a mobile campaign • The adoption of mobile is the fastest grown platform in history. • Over half of Facebook’s nearly 1billion subscribers use it on mobile exclusively! • The platform is being ignored and the anger is being felt in social media when users click a link to an app on their feed and are diverted to the Facebook page home instead. • People are mobile, and any campaign not developed for this platform is only half a campaign. • Facebook now make it possible for all of its apps to have a mobile equivalent in the settings enabling users to go where appropriate depending on what they are using. • Most brands have just ignored this and users still go nowhere when linking to them. 2
  3. 3. Some current Facebook stats as of 15th September 2013 • 75% of the world’s population now has a mobile phone • There will be more mobile subscriptions than people in the next 2 years • Almost 50% of US and UK phone subscriptions are for smartphones • Facebook has 955M monthly active users • 543M mobile monthly active users • Facebook are seeing a 67% year on year mobile MAU growth • People spend more time on Facebook than other platforms: • FB – 8:04 • Google – 4:51; • Yahoo – 1:17; • Microsoft – 1:06 (comScore) 3
  4. 4. The value of a mobile campaign • Our internal tracking on other Facebook campaigns, for large and small brands, where users link through from Facebook sharing channels, looks as per the figure. • All of these users are reverting to the wall and thinking nothing else of it. • As more apps appear, however, anger will start to surface in social media when people cannot access it. 4
  5. 5. Facebook CTO Bret Taylor:“Mobile is the primary focus for our platformthis year.”“A few years from now, most every singleperson at Facebook who works there is goingto be working mobile almost exclusively”.
  6. 6. Why did Zuckerberg admit a mistake in relying on HTML5? • In September 2012, Facebook completely re- released their native mobile app. • The previous app was sluggish and inadequate, and Mark Zuckerberg made a statement declaring that they had made a mistake in relying too heavily on HTML5 • This must not send the message that HTML5 is inappropriate for the building of applications and native is the way to go. • Facebook is a huge platform, an intensive software application on the scale of Photoshop or Windows, and only for such large-scale deployments is HTML5 not equipped to handle. • For most smaller products, certainly branded applications, HTML5 is more than adequate and a much cheaper and more versatile approach. 6
  7. 7. All Facebook campaigns now need to: • Provide the same value that users are enjoying on the site but on the mobile device. • Not compromise on any of the functionality or the emotional engagement of users. • To provide a seamless and slick experience that does justice to popular devices like iPhones. • To allow users to share, comment and perform the same functions as on the app. • To showcase brands as a cutting edge companies who adopt new platforms ahead of the curve before they are standard. • To capture the lost target audience who only use mobile. 7
  8. 8. Commercials • Only a few months ago, the only way to build a successful mobile app was through native technologies. These are difficult, require a high level of skill to build and take a long time. • It required that budgets would need to be more than doubled to provide a mobile alternative. • All of this has changed with the introduction of HTML5 based technologies and native wrappers to access phone hardware. It means that skilled Facebook developers can now use their familiar technologies, leverage code and graphics from their desktop projects, and adapt them more quickly and easily to mobile. • It now means that mobile versions of apps can be built for as little as 25% of the cost of the original app. • Budgets need to be extended to account for this. 8
  9. 9. Gamaroff’s capability • We have been staying close to the advancement of JavaScript and HTML5 in mobile development for the past year and have built our capabilities sufficiently to meet the demand. • Even though Facebook admitted that HTML5 was wrong for their app, this doesn’t mean it’s not appropriate for your products. • We are active and ready, our developers are trained and experienced and fully capable of creating high quality mobile versions of the apps we build. • It’s important to sell the importance of mobile to clients, and make every effort to secure the budget so that we can account for this growing 22% in everything we do online. • Gamaroff anticipate more than half of our Facebook project work in 2013 to be mobile or mobile/desktop hybrids. 9
  10. 10. Conclusion • Many brilliant Facebook apps are developed without a second thought to mobile. At the moment, the problem is not perceived to be as serious only because the audience still don’t expect too much and do not shout too loudly about it. This does not mean that the audience is not being lost. • Flash only has about 3% of those who cannot see it, yet great and costly lengths go to provide accessible alternatives whether they be HTML sites or backup gifs in banners. • 2013 is going to see a surge in mobile to the point where all Facebook apps that do not have a mobile version will be seen as incomplete or inadequate. • All Facebook campaigns need to have their mobile counterpart, and so it should be considered as standard. • Gamaroff are a valuable partner to realise mobile projects in 2013. 10

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