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The Future of HTML5 & Apps*Chris Cannacott, Project DirectorM&C Saatchi Mobile                                    *(… a bl...
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)                  ...
What is a Native app?  Built using publishers SDK  (Software Developer Kit)                                  Standalone de...
The Mobile Landscape…
50%             Internet usage                                            50%                  22.5%Smartphone ownership  ...
Number of apps developed                    250k                 18,000                      350k                         ...
Want People Want…
What Developers Want…    Ability to update         Less          easily         fragmentation    HTML5       apps    HTML5...
What Users Want…       A natural       An ‘always on’      experience        experience    HTML5      apps   HTML5      ap...
So what’s going to happen…
There’s a place for both…                     Many instances of nativeCONVERGENCE          apps using HTML5 …DIFFERENTIATI...
THANK YOU!36 Golden Square, London W1F 9EE           Chris Cannacott         Tel: 0207 543 4735                e-mail: chr...
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Roadshow Europe M&C Saatchi Mobile - Chris Cannacott

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Roadshow Europe M&C Saatchi Mobile - Chris Cannacott

  1. 1. The Future of HTML5 & Apps*Chris Cannacott, Project DirectorM&C Saatchi Mobile *(… a blaggers guide)
  2. 2. blag‧ger [countable] British English informalsomeone who gets something they want bylying to people in a clever way
  3. 3. The Basics…
  4. 4. 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
  5. 5. 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)
  6. 6. The Mobile Landscape…
  7. 7. 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
  8. 8. 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
  9. 9. Want People Want…
  10. 10. What Developers Want… Ability to update Less easily fragmentation HTML5 apps HTML5 apps Single point of Maximise development revenues HTML5 apps HTML5 apps
  11. 11. What Users Want… A natural An ‘always on’ experience experience HTML5 apps HTML5 apps Issue free A tailored experience experience HTML5 apps HTML5 apps
  12. 12. So what’s going to happen…
  13. 13. 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
  14. 14. THANK YOU!36 Golden Square, London W1F 9EE Chris Cannacott Tel: 0207 543 4735 e-mail: chris.cannacott@mcsaatchimobile.com web: www.mcsaatchimobile.com

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