The document discusses the debate around whether mobile websites using HTML5 or native apps will dominate. It notes that mobile is becoming the dominant platform and screens the user experience differently than desktop. Both apps and the mobile web have advantages and disadvantages. The document concludes that rather than choosing one over the other, both have important roles to play and that hybrid apps that combine the mobile web and native features may be the best approach.

1. HTML5 or Apps: Which Will it Be?
JEFF WHATCOTT
CMO @ BRIGHTCOVE

2. Who’s here?

3. Mobile is forecasted to become
the dominant audience

4. Screens, Platforms, and Pain

5. HTML5 vs App: An Epic Battle(?)

6. Corner #1: Native Apps
654,712 470,069
Source:148Apps.biz App Count http://bit.ly/appcount as of June 25, 2012.

7. Stuff Technologists Say
“the Web will never be the
dominant platform”
“The arrogance of Web
evangelists is staggering.”
September 22, 2011
Joe Hewitt
Co-creator of Firefox
Creator of Facebook for iPhone

8. Stuff Technologists Say
“the Web will be replaced”
“the App Internet is the best
contender”
“the web huggers…do not
want the web to end.”
December 8, 2011
George Colony
CEO of Forrester Research

9. Corner #2: The HTML5 Touch Web

10. Stuff Technologists Say
“I hated every moment of our
experiment with apps, because it
tried to impose something closed,
old, and print-like on something
open, new, and digital.”
June 16, 2012
Jason Pontin
Editor-in-Chief, MIT Technology Review

11. Stuff Technologists Say
“App is Crap (why Apple is bad
for your health)”
“[Apps are] a step backward for
our industry… a waste for most
brands… a channel disguised in
business clothing..”
February 17, 2010
Mark Suster
GP @ GRP Partners

12. vigorish |ˈ vigəriSH|
noun informal
1 [ in sing. ] an excessive rate of interest on a loan,
typically one from an illegal moneylender.
2 the percentage deducted from a gambler's
winnings by the organizers of a game.

13. The “Vig” on Subscription
Content in Apple iOS Apps
“Our philosophy is simple—
when Apple brings a new
subscriber to the app, Apple
earns a 30 percent
share; when the publisher
brings an existing or new
subscriber to the app, the
publisher keeps 100 percent
and Apple earns nothing.”

14. Responsive/Adaptive Design is Hard
“Adaptive web design is an elegant solution to the
thorny technical problem of having to deliver a
content experience on multiple devices. And
engineers love more than anything to apply the
same hammer to multiple nails.
Unfortunately, users do not agree. Desktop web
browsers, tablets, and mobile devices are
fundamentally different and are used in very
Peter Yared different ways. Across our properties at CBS
CTO of CBS Interactive Interactive, we have experimented with a variety of
adaptive and direct designs and are learning the
hard way that a one-size-fits-all solution delivers
a subpar user experience.”

15. Consumers spend equal time in
mobile apps and mobile browsers

16. Apps are from Mars.
The Touch Web is from Venus.

17. HYBRID A PPS HYBRID A PPS
creen Real Estate Persistent ScreenScreen Real Estate
Persistent Real Estate Persistent Screen RealReach
Cross-Platform Estate Cross-Platform R
ging Engagement Push Messaging Engagement
Push Messaging Engagement Fast, Cheap Development
Push Messaging Engagement Fast, Cheap Deve
brary / Mic Access Camera / Library Library / Mic Access
Camera / / Mic Access Camera / Library / Mic Discoverable
Search Engine Access Search Engine D
ok / QR Code Access Address Book / QR Code AccessAccess
Address Book / QR Code Bookmarked and Forgotten
Address Book / QR Code Access Bookmarked and
rmance Native Performance
Native Performance Native No Push Messaging
Performance No Push Messag
hases and Ads In-App In-App Purchases and Ads
Purchases and Ads In-App Camera / Library / Mic Access
Purchases and Ads Camera / Library
hrough App Stores Promotion Through App Stores Stores
Promotion Through App Promotion Through App Stores Access
Address Book / QR Code Address Book / Q
Search Engines Invisible to Search Engines
Fast, Cheap Development Fast, Cheap Development Transactions
Multi-Step Purchase Multi-Step Purcha
sive Development Slow, Expensive Development
Cross-Platform Reach Inconsistent Browser Capabilities
Cross-Platform Reach Inconsistent Brow
form Fragmentation Chronic Platform Fragmentation
Invisible to Search Engines Invisible toApp Store Distribution
No Search Engines No App Store Dis

18. The Audience/Customer Journey
TOUCH WEB APPS
DISCOVERY TRIAL COMMITMENT LOYALTY ADVOCACY

19. Touch Web and Apps: Together Forever

20. HYBRID A PPS
Persistent Screen Real Estate Persistent Screen Real Estate Cross-Platform Reach
Push Messaging Engagement Push Messaging Engagement Fast, Cheap Development
Camera / Library / Mic Access Camera / Library / Mic Access Search Engine Discoverable
Address Book / QR Code Access Address Book / QR Code Access Bookmarked and Forgotten
Native Performance Native Performance No Push Messaging
In-App Purchases and Ads In-App Purchases and Ads Camera / Library / Mic Access
Promotion Through App Stores Promotion Through App Stores Address Book / QR Code Access
Invisible to Search Engines Fast, Cheap Development Multi-Step Purchase Transactions
Slow, Expensive Development Cross-Platform Reach Inconsistent Browser Capabilities
Chronic Platform Fragmentation Invisible to Search Engines No App Store Distribution

21. A Potentially Helpful Continuum
Documents Applications
(Content-centric) (Behavior-centric)
Hybrid Apps
Touch Web Sites Native Apps
Adapted from Figure 9.12 in Aral Balkan’s Smashing Book #3

22. Hybrid Apps:
All the cool kids are doing it

23. In Summary
It’s not either/or, it’s both/and.
Use the Touch Web to find and convert new customers.
Use Native Apps to engage and delight existing customers.
Use Hybrid Apps to build Native Apps more sustainably.
HTML5 is your best technology/skills investment.