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Omer Gartzman, Product Manager
Omer GartzmanBackground      -     developer, mostly clientCurrently       -     PM @HTML5 website builder Product Manager...
   HTML5 - what is all it about?   HTML5 or Flash   Wix case study - From Flash to HTML5   Product Manager Challenges ...
   Very “techy”, “Old” Internet   www.w3c.org.il as geocities   Many buzzword since –    Javascript, Ajax, jQuery      ...
   It has a logo!   It is a multimedia platform used to add    animation, video (Wikipedia)   Flash is leading in Graph...
   It is not about <header> or <canvas>   What is it about?    ◦ CSS3, animations, transitions    ◦ Geolocation    ◦ SVG...
   It has a logo!   It is about Branding.   It doesn’t matter if the embedded video use Flash    or <video> tag.   HTM...
   We still see Flash around.   24 of the top 25 Facebook games are built    using Flash technology...                  ...
   Capabilities   Designers still use it   Compatibility - develop once   HTML- develop and test on every browser     ...
   HTML5, CSS effects and filters   Cooperate with Apple, showing all they new    technology on iOS.   Adobe develop to...
   Do not look at technology –    look at your business!                                  12
© Martin Erikssonhttp://mindtheproduct.com/2011/10/what-exactly-is-a-product-manager/                                     ...
   Website – Commercial / informational.   Web application - HTML5   an online in-browser game – Flash    ◦ Shaker    ◦...
   movie or presentation -    powtoon.com   3D scene -    www.homestyler.com   Web site builder ... ?                  ...
16
   Cutting edge product aimed for Innovators?    Go for HTML5 !Some editors do not work on IE at all…   moqups.com on IE...
   Lets say I want to build a website for Buick..                                                     18
Buick buyersby ageIn 2011, 40% of all buyers were aged 55 years or older         http://blog.polk.com/blog/blog-posts-by-t...
http://www.liveintent.com/browser-usage-by-age-who-uses-what/                                                            20
   No wonder, the home page is    www.buick.com/ flash.html                                  21
   Are you prepared to give up the Laggards?   Maybe you build an application for a Laggard    enterprise, who uses IE6?...
Stagnation          Growth                                       DeclineRevenue                                Time       ...
   Flash:    ◦ Shorter TTM    ◦ product horizon closer   HTML5:    ◦ might be harder    ◦ lower compatible user base    ...
25
   check your target market browser distribution   add features in the future   take care of your base   IE9 is still ...
   Site vs. Native App dilemma   Mobile site serves other functions                                         27
   Dedicated mobile version    - large scale web application    - commercial site    - User interaction   Your site is y...
   Wix product   Wix editor output   Wix customers   Wix market   Business horizon - we build a platform!   Time to ...
   Started in 2006, first beta 2008   People love it   People pay for it    www.phxdanceacademy.com    www.projectmagic...
Analyze various parametersCheck the strength and weaknessesWix is best for creating a stunning website                    ...
   The Goal – Enable the user to express himself                                                    32
   You look around to see what happens                                          34
   Deliver on time        Which layout to support?   Stunning websites      How many colors?   Browser support      ...
   Header/Page/Footer   Fixed width   Limited but flexible stylesheet                                      36
   Text styles   Color scheme   One click to browse new designs for your site                                          ...
   Full screen background   Dynamic page height   3rd party apps integration                                 38
   Galleries   Image frames   Boxes and lines   Social elements   Basic apps – maps, contact form                    ...
Template =Layout + Style + Content
   Recently launched   Integrating 3rd party application into Wix    HTML5 websites   Developer center                 ...
   building an application for website?   Expose your app to 27M Wix users                                           42
43
   Ok, I had a good starting point    Riding on the shoulders of flash giants   50 Templates   Continuous effort to imp...
   Usability testing had no impact on the release                                      Actual     develop in     Idea /  ...
   Product core capabilities   eCommerce   Wix App Market   More languages   More content                            ...
   Your product (mostly) isnt stand alone                         Internal products                                      ...
   Millions of users   Millions of sites   Offer new capabilities while maintaining    backward compatibility   A/B te...
   Know your users   Know your product   Dont be afraid to go to the offensive   Get defensive when needed            ...
   Success = Business success   Success ≠ Superior technology   Success ≠ State of the art platform…                   ...
   More than 1 Million HTML5 websites   1 Million new users each month   Stunning websites   Big players starting to u...
   Ok, ok, stunning websites, and what about the investors ?   Conversion   Churn   User Value                        ...
Omer Gartzmanomerg@wix.com   www.linkedin.com/in/omergartzmanSee full presentation at html5fest.wix.com/site             ...
Flash vs. HTML5 - by Omer Gartzman
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Flash vs. HTML5 - by Omer Gartzman

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From Flash to HTML5 Product Challenges and Successes

HTML5FEST 2012 - Omer Gartzman presentation.

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Flash vs. HTML5 - by Omer Gartzman

  1. 1. Omer Gartzman, Product Manager
  2. 2. Omer GartzmanBackground - developer, mostly clientCurrently - PM @HTML5 website builder Product Manager 3
  3. 3.  HTML5 - what is all it about? HTML5 or Flash Wix case study - From Flash to HTML5 Product Manager Challenges and Successes 4
  4. 4.  Very “techy”, “Old” Internet www.w3c.org.il as geocities Many buzzword since – Javascript, Ajax, jQuery 5
  5. 5.  It has a logo! It is a multimedia platform used to add animation, video (Wikipedia) Flash is leading in Graphic quality, Graphic abilities. Flash is leading in hardware integration 6
  6. 6.  It is not about <header> or <canvas> What is it about? ◦ CSS3, animations, transitions ◦ Geolocation ◦ SVG / Canvas ◦ Responsive design ◦ Mobile ready 7
  7. 7.  It has a logo! It is about Branding. It doesn’t matter if the embedded video use Flash or <video> tag. HTML5 Customer perceived value 8
  8. 8.  We still see Flash around. 24 of the top 25 Facebook games are built using Flash technology... 9
  9. 9.  Capabilities Designers still use it Compatibility - develop once HTML- develop and test on every browser 10
  10. 10.  HTML5, CSS effects and filters Cooperate with Apple, showing all they new technology on iOS. Adobe develop to future browsers! Adobe CSS Filters http://www.adobe.com/devnet/html5/articles/css-shaders.html 11
  11. 11.  Do not look at technology – look at your business! 12
  12. 12. © Martin Erikssonhttp://mindtheproduct.com/2011/10/what-exactly-is-a-product-manager/ 13
  13. 13.  Website – Commercial / informational. Web application - HTML5 an online in-browser game – Flash ◦ Shaker ◦ Zinga Online editor...? 14
  14. 14.  movie or presentation - powtoon.com 3D scene - www.homestyler.com Web site builder ... ? 15
  15. 15. 16
  16. 16.  Cutting edge product aimed for Innovators? Go for HTML5 !Some editors do not work on IE at all… moqups.com on IE9: 17
  17. 17.  Lets say I want to build a website for Buick.. 18
  18. 18. Buick buyersby ageIn 2011, 40% of all buyers were aged 55 years or older http://blog.polk.com/blog/blog-posts-by-tom-libby/buick-goes-against-trend-and-attracts-younger-buyers 19
  19. 19. http://www.liveintent.com/browser-usage-by-age-who-uses-what/ 20
  20. 20.  No wonder, the home page is www.buick.com/ flash.html 21
  21. 21.  Are you prepared to give up the Laggards? Maybe you build an application for a Laggard enterprise, who uses IE6? (21% in China... *) * www.ie6countdown.com 22
  22. 22. Stagnation Growth DeclineRevenue Time 23
  23. 23.  Flash: ◦ Shorter TTM ◦ product horizon closer HTML5: ◦ might be harder ◦ lower compatible user base ◦ Promising future When in doubt, I will choose HTML5 24
  24. 24. 25
  25. 25.  check your target market browser distribution add features in the future take care of your base IE9 is still here, and IE10 transition will take time 26
  26. 26.  Site vs. Native App dilemma Mobile site serves other functions 27
  27. 27.  Dedicated mobile version - large scale web application - commercial site - User interaction Your site is your mobile site - blog - small scale website - non-functional site 28
  28. 28.  Wix product Wix editor output Wix customers Wix market Business horizon - we build a platform! Time to market - critical 29
  29. 29.  Started in 2006, first beta 2008 People love it People pay for it www.phxdanceacademy.com www.projectmagicaustralia.com www.undiscoveredhiphopradio.com 30
  30. 30. Analyze various parametersCheck the strength and weaknessesWix is best for creating a stunning website 31
  31. 31.  The Goal – Enable the user to express himself 32
  32. 32.  You look around to see what happens 34
  33. 33.  Deliver on time  Which layout to support? Stunning websites  How many colors? Browser support  How many font styles?  How many gallery types? 35
  34. 34.  Header/Page/Footer Fixed width Limited but flexible stylesheet 36
  35. 35.  Text styles Color scheme One click to browse new designs for your site 37
  36. 36.  Full screen background Dynamic page height 3rd party apps integration 38
  37. 37.  Galleries Image frames Boxes and lines Social elements Basic apps – maps, contact form 39
  38. 38. Template =Layout + Style + Content
  39. 39.  Recently launched Integrating 3rd party application into Wix HTML5 websites Developer center 41
  40. 40.  building an application for website? Expose your app to 27M Wix users 42
  41. 41. 43
  42. 42.  Ok, I had a good starting point Riding on the shoulders of flash giants 50 Templates Continuous effort to improve 44
  43. 43.  Usability testing had no impact on the release Actual develop in Idea / Real short feature design content cycles Feedback A/B tests Continuous Prioritization 45
  44. 44.  Product core capabilities eCommerce Wix App Market More languages More content 46
  45. 45.  Your product (mostly) isnt stand alone Internal products Billing HTML5 Website Builder Marketing funnel Support Company website Back office 47
  46. 46.  Millions of users Millions of sites Offer new capabilities while maintaining backward compatibility A/B test each new feature 48
  47. 47.  Know your users Know your product Dont be afraid to go to the offensive Get defensive when needed 49
  48. 48.  Success = Business success Success ≠ Superior technology Success ≠ State of the art platform… 50
  49. 49.  More than 1 Million HTML5 websites 1 Million new users each month Stunning websites Big players starting to use Wix HTML5 sites 51
  50. 50.  Ok, ok, stunning websites, and what about the investors ? Conversion Churn User Value 52
  51. 51. Omer Gartzmanomerg@wix.com www.linkedin.com/in/omergartzmanSee full presentation at html5fest.wix.com/site 53

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