Roadshow Europe M&C Saatchi Mobile - Chris Cannacott
14
The Future of HTML5 & Apps* Chris Cannacott, Project Director M&C Saatchi Mobile *(… a blaggers guide)
-
Upload
mobilesquared -
Category
Business
-
view
994 -
download
0
Transcript of Roadshow Europe M&C Saatchi Mobile - Chris Cannacott
The Future of HTML5 & Apps* Chris Cannacott, Project Director
M&C Saatchi Mobile
*(… a blaggers guide)
blag‧ger [countable] British English informal
someone who gets something they want by lying to people in a clever way
The Basics…
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
What is a Native app?
Hosted on user’s device
Built using publishers SDK (Software Developer Kit)
Downloaded from publishers market place
Standalone development required for each platform
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)
The Mobile Landscape…
31% 44%
2010 2011
Internet usage
50%
50%
22.5%
18.5% Smartphone ownership Kantar Worldpanel ComTech, Oct 2011
Office for National Statistics, Aug 2011
Devices that support mobile web
Devices that support apps
90%
40%
Mobile web usage by UK internet users
APPS
250k 18,000 350k
app downloads predicted
for 2011
29 billion
Number of apps never used
after first time
1/4
Number of apps developed
App session growth has
increased by a factor of 2.7 in markets ranked 2-10
2.7
App usage
Want People Want…
What Developers Want…
Ability to update easily
Single point of development
Less fragmentation
Maximise revenues
apps HTML5
apps HTML5
apps HTML5
apps HTML5
What Users Want…
A natural experience
Issue free experience
An ‘always on’ experience
A tailored experience
apps HTML5
apps HTML5
apps HTML5
apps HTML5
So what’s going to happen…
There’s a place for both…
Many instances of native apps using HTML5 …
Developers and brands begin to use the channels to their greatest effect
CONVERGENCE
DIFFERENTIATION SPECIALISATION MATURATION
36 Golden Square, London W1F 9EE
Chris Cannacott
Tel: 0207 543 4735
e-mail: [email protected]
web: www.mcsaatchimobile.com
THANK YOU!
