This document discusses device-specific versus browser-based development from a business and marketing perspective. It notes that early web apps on the iPhone had decent traffic but were hard to monetize due to limitations like inability to use audio. The success of the App Store showed that native apps have advantages for discovery, performance, revenue generation and intellectual property value compared to HTML5 apps. However, HTML5 apps have advantages for cost, portability and rapid updates. A hybrid approach using tools like PhoneGap can provide portability and updates with easier prototyping compared to native development.

1. Device Specific vs. Browser Development (A Business and Marketing Perspective) William Volk, CCO, PlayScreen LLC Business, Marketing and Development Aspects.

2. The iPhone, HTML5 and I … For a year, only web apps. Two of our apps (iAquarium and Keno) among the most popular in daily users. Apple still maintains the portal: http://www.apple.com/webapps/

3. The Good, The Bad, and The Ugly Decent Traffic. High eCPM ($4 to $13). Apps ran surprisingly well. Hard to monetize. Audio was impossible. Traffic fell after native apps. It helped us with Apple.

4. Apple’s App Store iTunes: An accepted unified billing solution. On-Device and side loading purchases. AT&T (etc.) relinquishes control of app sales. Low friction for publishers and consumers. The Result? Average user will download 83 apps in 2011, >15 Billion downloads, >400,000 apps Model yet to be replicated by any other handset manufacturer* * … as effectively.

5. Native Apps Advantages Discovery. Performance. Revenue. IP Value.

6. HTML5 Apps Advantages Cost. Portability. Rapid Updates. Future Proof. We need ‘encapsulated’ web apps.

7. Hybrid Approach HTML->Native PhoneGap, Appcelerator Titanium. Portability. Rapid Updates. Future Proof. Easier to Prototype.

8. Even if you go ‘native’ Use HTML for rapid update. Prototype. Marketing Tests.

9. Facebook, 25m iPads and HTML5 "Ah, Your Majesty, there is no second."

10. Facebook, 25m iPads and HTML5 Flash or HTML5? Issues (it’s that audio thing again). FOLLOW THE MONEY: Zynga buys Dextrose. Our AAA big title …. Will Google Plus Get Apps? Oh yeah, the WebOS thing.

11. Facebook, 25m iPads and HTML5 Facebook is about to launch a mobile platform aimed squarely at working on the iPhone (and iPad), it will be entirely HTML5-based and work in Safari.

12. Conclusions Eventually encapsulated web-apps … What Nokia should have done. It’s going to be a mad mad multi-platform world. ChromeTops, Quake and other interesting things.

13. We’re Hiring! Programmers, Producers and Artists Florence Oregon Studio