Mobile Web: The Rise of HTML5 I‟VE SEEN THE FUTURE. IT‟S ...

unevenfitterInternet and Web Development

Jun 20, 2012 (5 years and 2 months ago)

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Mobile Web: The Rise of HTML5
I‟VE SEEN THE FUTURE. IT‟S IN MY BROWSER
Richard Clinton, September 13, 2011
Web: Driving Disruptive Innovation
Web has been a game changer across verticals

music, gaming, videos and more
Mobile Web

Gaining Adoption
“In mature markets, the mobile Web, along with
associated Web adaptation tools, will be a leading
technology for B2C mobile applications through 2012,
and
should be part of every organization‟s B2C
technology
portfolio.”

(
Gartner, 2010)
“While some believe this is a fundamental “either/or”
choice, current consumer behavior suggests that
consumers are using both. We
expect both mobile
apps
and the mobile Web to coexist
going forward.”

(Forrester, May 2011)
Preference for using a Mobile Browser vs. App for accessing select
types of Media/ Entertainment Content, Aug 2010
% of US mobile device users
Source: Adobe Systems Inc., „Adobe Mobile Experience Survey:
What Users Want from Media, Finance, Travel & Shopping‟
conducted by Keynote systems, Oct 13, 2010
Mobile Apps

Today‟s Challenges
Development

Lead times to develop
apps for different
platforms
Pre
-
load

App roll
-
outs tied to
device roll
-
outs/ MR
roll
-
outs
Platforms

Development cost to
support multiple
platforms
Maintenance

Cost to support and
maintain app version
for each platform
Rev
share

Lack of flexibility in
ability to price, promote
and bundle offerings
Discovery

Crowded market place
decreases chances of
discovery impacting
download revenue
Features

Variations due to
differences in device/
platform capabilities
Context

„app‟ context and not a
connected experience
across services
Upgrades

Lead times to test
and
roll
-
out upgrades
across platforms
Testing

Cost to test upgrades/
releases across
devices models
Business
Models

Driven by platform
capability/ limitation
(Ex: In
-
app billing etc)
Integration

Silo approach to
integration with other
services
Time To Market
Revenue
Cost
User Experience
How the Browser Helps
Portability across platforms
Ease of Development

Established
well known web
technologies

No need
to learn platform
specific
languages

Time to market to support new devices/
platform is short

Closest to the „Write once publish to
many‟ promise

Facilitates easy user migration across
platforms

Lot more editorial control and freedom
on the web
Ease of Maintenance

Single codebase, simpler to manage,
Users always gets the latest
version

Continuous release cycle supporting
rapid time to market
Improved Revenue Terms
Added Discoverability

Not driven by
app
store owners

Multiple avenues

preloaded „pointer‟
icon, browser bookmarks, SMS
welcome message, content portal,
micro
-
browser tiles

Strengthen
ability to promote, price
and distribute new products & service
bundles

Leverage in adding advertisements,
placement revenues
Connected Experience

Provides a „connected web‟ experience

Seamless integration across related/
complementing services

Easy to integrate ads/ coupons.
VIS
info etc.
Why Now?
Browser
Standardization
Trends
Distributed
Innovation
Browser
Initiatives

Device improvements : processor, screen size

Added distribution: 7
th
Platform

Need
for flexibility in pricing, promoting and
bundling service offering

Platform fragmentation

High development and maintenance cost

User resentment against „bloat
-
ware‟ of apps

Webkit
is becoming default rendering engine

Android,
iPhone
, Palm
WebOS
and
Blackberry 6.0 support
Webkit

HTML5 adoption and support across browsers

Driving HTML5 requirements

Enforcing compliance and

Performance testing

Communication of device specific HTML5
feature support

Standardize Micro
-
browsers across
mid tier
handsets

Verizon
billing APIs to support multiple
billing
models

Working towards improving discoverability

Enabling
Location and other browser
based
APIs
INDUSTRY ACTIVITY
INDUSTRY ACTIVITY
VERIZON ACTIVITY
What HTML5 (Family) Brings
Offline
Execution
Local Storage
GeoLocation
HTML5 Features
Web Workers
Thread
-
like message passing to achieve parallelism:
Web Workers allow you to fire up long
-
running scripts to
handle computationally intensive tasks, but without blocking
the UI or other scripts to handle user interactions
Common unresponsive script dialog
HTML5 Features
A full
-
duplex, bidirectional
communications channel that operates
through a single socket over the Web.
Ideal for Financial apps, Gaming apps, Social
Network apps, Monitoring and Management apps,
Power grid management apps
Developer Gains:

Performance gains for real
-
time,
event
-
driven
web applications

Reduced Latency

Reduced Overheads
Web
Sockets
HTML5 Features
Canvas
WebGL
SVG
Canvas
Support for
Drawing
Canvas
HTML5 Features
The
HTML5 video element can be used to play videos
in
the browser without the need for a plugin.
Browser vendors
don‟t
agree on CODEC
standards
H.264 is patent
encumbered
, but
represents significant
investment from all sides
Google purchased On2
and
open
-
sourced their
VP8 CODEC
.
Google
recently announced
they
are dropping
H.264
support.
No Media
Plug
-
ins
Verizon Mobile Web Initiatives

Discovery
mWelcome
iPhone Welcome SMS
VZW FREE MSG:
Welcome to Verizon
and to your new
phone.
Have some fun on
America‟s most
reliable network,
Verizon.
Let‟s get started.
www.vzw.com/new/p
hone

Sustainable touch
-
point with customers
across all devices

Conduit to discovery
all Verizon services

Ability to
dynamically change
promoted services

Bringing web app‟ versions of popular
Verizon Services

„Web app‟ will complement native offering

Reworking use
-
cases and monetization
models to fit Web Application use
-
cases


Webification
‟ road map driven by browser
capabilities

Expanding overtime

Enables building a „connected‟
experience across services
Verizon Mobile Web Initiatives

Distribution
App
2
Strategy
App
2
:V CAST Media
2
Web App
App

Addressing the need to sell music on
ALL
smartphones

Web version complements native app version

Promoting discovery of all music assets, Web
app ensures user can browse entire catalog

Linkage between
webapp
and app to
support preview and download

Exploring adding advanced features
as part of
webapps
Family Locator
2
: Family on the web
Web App

Helps you know your family is safe, locate family
members, share location info with family and friends

Web app launching across entire capable device
lineup Sep 2011

Simultaneous multiplatform roll
-
out

Android,
iOS

Complements on
-
device plug
-
in for location data

Looking to minimize device specific porting
and certification efforts
App
2
ing
Squaring

Industry Trends
Web App
Native App
Web App
Native App
I‟ve Seen the Future. It‟s in my Browser
Thank you.
David
Feuer
, Verizon
Wireless

MODERATOR
Sean Murphy,
Director of Mobile Products,
TeleCommunication
Systems, Inc.
Stephen
Detwiler
,
VP
Global Tech, ngmoco
Todd
Brannam
,
Chief
Architect of Mobile Development, AOL
Gary Miller
, Lead
Consultant Global Solutions, Motricity
Panel Discussion
HTML5 and the Economics
of Web App Distribution
Gary Miller

Lead Consultant,
Motricity
“New” Content: Web Apps are Emerging…
but Distribution Problems to Solve
Perceived interoperability issues for fundamental capabilities

Runtime
MultiMedia
Support

Multitouch
Gesture Support

Geolocation
API
No centralized marketplace for distribution

No Discovery Support

No Merchandizing Support

No Monetization Support
Significant cross
-
platform future opportunity, but few developers actively pursuing today.
Developers are waiting for a distribution platform
to monetize new content models
The “Open Web” Drives Discovery
The attraction of an open source platform that reaches a majority of users to source traffic
is greatly appealing to developers
… the URL is a clear winner when it comes to the preferred traffic sourcing technology
Social
Networking
Mobile Ad
Banners
External Referral
Links
Enhanced User Experience
Drives Opportunity
Rich user experience is the foundation of profitable content, and HTML5 offers a number
of innovations to extend “app like UI” to the mobile web
User
Interaction
Personalization
Visual
Dynamics
Habitual
Usage
Profitable
Content
Swipe Optimized for
Touch Screens!
Web Apps Influence on App Stores

Premium Games likely to remain native
with device integration and performance
requirements

All other Categories are well
positioned
for
multi
-
device, multi
-
platform services,
focusing on content deliver

These other categories will require
a cross
-
platform storefront
consumer experience
HTML5 will enable new cross
-
platform distribution channels to distribute
media &
light
-
weight apps
to
Smartphones and Tablets
Yankee Group North American Mobile Forecast

June 2011
Thank you.
David
Feuer
, Verizon Wireless
Sean Murphy,
Director of Mobile Products,
TeleCommunication
Systems, Inc.
Stephen
Detwiler
,
VP
Global Tech, ngmoco
Todd
Brannam
,
Chief
Architect of Mobile Development, AOL
Gary Miller
, Lead
Consultant Global Solutions, Motricity
Panel Discussion