This document discusses the future of HTML5 and mobile apps. It provides an overview of HTML5 and what it allows for compared to earlier versions of HTML. It also describes what native apps are and how they differ from mobile web experiences using HTML5. The document then examines usage trends, showing increasing adoption of smartphones, mobile web usage, and growth in the number of apps developed and downloaded. It outlines what developers, users, and businesses want from apps and the mobile web. Finally, it predicts that both HTML5 apps and native apps will continue to be used, with convergence between the two as HTML5 adoption increases and specialization occurs based on the strengths of each approach.

1. The Future of HTML5 & Apps*
Chris Cannacott, Project Director
M&C Saatchi Mobile
*(… a blaggers guide)

2. blag‧ger [countable] British English informal
someone who gets something they want by
lying to people in a clever way

3. The Basics…

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 language
Allows more graphical and media
rich elements to be included
without relying on third party
plugins (like Flash)
More capabilities such as offline browsing
and voice recognition are being added all the
time
Supported by (many) mobile phones… It is not standardised yet…
Meaning the tools you need to use may not
be available yet

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 place
Allows more interaction with
native device features
Can include embedded content to offer
an offline experience
(so no need to download content once
loaded to a device)

6. The Mobile Landscape…

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. Number of apps developed
250k 18,000 350k
APPS
29 1/4 2.7
billion
App session growth has
app 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. Want People Want…

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. 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. So what’s going to happen…

13. There’s a place for both…
Many instances of native
CONVERGENCE apps using HTML5 …
DIFFERENTIATION SPECIALISATION MATURATION
Developers and brands begin to use the
channels to their greatest effect

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