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The Web is the App
Goals
• Discuss how companies are using HTML5 to build mobile apps
  –Examples are media companies, principles apply to any company
• Debunk any myths around the “readiness” of HTML5
• Highlight that the web/HTML5 is an ideal platform to distribute
  content
• Have a non-technical conversation about HTML5 and mobile
Intro
• Business Development, Mozilla
  –Lead apps and content strategy for Firefox
   Marketplace
    • www.marketplace.firefox.com
  –Work with devs to create and distribute
   HTML5 apps
• Previously: business development and
  marketing
  –Cisco
  –DDN
VS
It is about the experience
• End-user doesn’t care how an app is made
• The HTML5 has achieved parity with native
  –Performance
  –Features
  –Device-level access
• Web is easy to:
  –Monetize
  –Test new ideas
  –Resurrect the archives
  –Stay close with your users
Strategies: Web<> App
The web is the app                     The app is the web
• App specifically built in HTML5      • The app is a re-purposed
• Benefits:                              website; feels “app-y”
  –More controlled distribution        • Benefits
  –Better relationship with end-user     –Web, app are entirely integrated
• Examples                               –Only one codebase is maintained
                                       • Examples
The web is the app
FT: App experience powered by HTML5
Times Crossword: Turning a Section into an App
• Times of London “app-ified” its
  popular crossword puzzle game
• Existing content targets new
  segment (gamers)
• Goal: Lightweight app to drive
  new users to the newspapers
• Tablet optimized
Benefits
• Effective way to manage distribution
  –Leverage existing web presence
• Web app can be re-packaged
  –Write once and optimize
• Easy way to experiment with new ideas/content
The app is the web
Boston Globe: Entire experience, one package
                            • BostonGlobe-> Premium version
                              of Boston.com
                            • Full write once, run anywhere
                            • Takes full advantage of advanced
                              HTML5 capabilities-> off-line
                              reading

                            Web app that provides off-line
                            reading
Studio 1290- Repackaging Content
• “unplugged” promotion sessions
  with artists
• Put session on website-> drive
  traffic to artist stores
• Repurpose content for web app
• Audience engagement-> provide
  unique content for fans
The Vault: Value from Archive
                          • The Vault is an interactive history->
                            40 years of Atlantic videos
                          • Users use a slot-machine style dialer
                            to choose a year, find videos
                          • Experiment: use archive to engage
                            with users
Benefits
• Transform existing web presence
• Maintain single code base
• Leverage existing business models
  –i.e.: web ads appear on the apps
• Easy way to experiment with new ideas/content
  –Testing a new idea as simple as creating a website
Summary
• Web<>App
  –It is the experience that matters
  –Parity is rapidly being achieved
• Web is more flexible
  –Leverage existing content, web
   presence
  –Easy to test ideas
• Merge what is great about the web
  with the use case of an app
Thank you
• Connect:
  –Email: rpiovesan@mozilla.com
  –Twitter: @ronpiovesan
  –Blog: www.ronpiovesan. com
  –LinkedIn: http://www.linkedin.com/in/ronpiovesan
  –Slideshare: http://www.slideshare.net/ronpiovesan

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Web is app 01 13-13

  • 1. The Web is the App
  • 2. Goals • Discuss how companies are using HTML5 to build mobile apps –Examples are media companies, principles apply to any company • Debunk any myths around the “readiness” of HTML5 • Highlight that the web/HTML5 is an ideal platform to distribute content • Have a non-technical conversation about HTML5 and mobile
  • 3. Intro • Business Development, Mozilla –Lead apps and content strategy for Firefox Marketplace • www.marketplace.firefox.com –Work with devs to create and distribute HTML5 apps • Previously: business development and marketing –Cisco –DDN
  • 4. VS
  • 5. It is about the experience • End-user doesn’t care how an app is made • The HTML5 has achieved parity with native –Performance –Features –Device-level access • Web is easy to: –Monetize –Test new ideas –Resurrect the archives –Stay close with your users
  • 6. Strategies: Web<> App The web is the app The app is the web • App specifically built in HTML5 • The app is a re-purposed • Benefits: website; feels “app-y” –More controlled distribution • Benefits –Better relationship with end-user –Web, app are entirely integrated • Examples –Only one codebase is maintained • Examples
  • 7. The web is the app
  • 8. FT: App experience powered by HTML5
  • 9. Times Crossword: Turning a Section into an App • Times of London “app-ified” its popular crossword puzzle game • Existing content targets new segment (gamers) • Goal: Lightweight app to drive new users to the newspapers • Tablet optimized
  • 10. Benefits • Effective way to manage distribution –Leverage existing web presence • Web app can be re-packaged –Write once and optimize • Easy way to experiment with new ideas/content
  • 11. The app is the web
  • 12. Boston Globe: Entire experience, one package • BostonGlobe-> Premium version of Boston.com • Full write once, run anywhere • Takes full advantage of advanced HTML5 capabilities-> off-line reading Web app that provides off-line reading
  • 13. Studio 1290- Repackaging Content • “unplugged” promotion sessions with artists • Put session on website-> drive traffic to artist stores • Repurpose content for web app • Audience engagement-> provide unique content for fans
  • 14. The Vault: Value from Archive • The Vault is an interactive history-> 40 years of Atlantic videos • Users use a slot-machine style dialer to choose a year, find videos • Experiment: use archive to engage with users
  • 15. Benefits • Transform existing web presence • Maintain single code base • Leverage existing business models –i.e.: web ads appear on the apps • Easy way to experiment with new ideas/content –Testing a new idea as simple as creating a website
  • 16. Summary • Web<>App –It is the experience that matters –Parity is rapidly being achieved • Web is more flexible –Leverage existing content, web presence –Easy to test ideas • Merge what is great about the web with the use case of an app
  • 17. Thank you • Connect: –Email: rpiovesan@mozilla.com –Twitter: @ronpiovesan –Blog: www.ronpiovesan. com –LinkedIn: http://www.linkedin.com/in/ronpiovesan –Slideshare: http://www.slideshare.net/ronpiovesan

Editor's Notes

  1. Show apps.ft.com
  2. Show video
  3. Show Boston Globe video
  4. Boston Globe video