10 Reasons to Adopt HTML5 for Mobile Apps

Fresh Digital Group
10 Reasons to Adopt HTML5 for Mobile Apps!
We Strategize. We Execute. We Deliver. On All Screens.!

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What is HTML5?
HTML5 is a standard for structuring and delivering web content. It is
essentially pre-installed in any compatible browser, making it easy to
create ads that integrate seamlessly with existing content.!
!
HTML5 is especially useful
with rich media creative
because rendering is done
in the browser, so you don’t
have to rely on third-party
plug-ins like Flash to serve
ads.!

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How does HTML5 Stack Up?
Consideration! Mobile! HTML5! Native! Hybrid! Comments!
Tailored to users
priorities!
***! **! ***! ***!
A mobile ﬁrst approach can improve
responsive design’s rating to three stars.!
Content Deliver!
!
**! ***! **! ***!
Responsive sites (and hybrid apps) are
more easily indexed in search engines.!
Functionality!
**! **! ***! ***!
Native apps provide access to device
features (e.g. GPS, Camera), allowing
more engaging experiences.!
Compatibility!
**! ***! *! *!
Responsive design is easily viewed on
any screen. Mobile sites and
applications are dependent on the
device for which they’re designed.!
Development Costs!
**! ***! *! **!
Dependent on if you are developing a
whole site from scratch. Responsive
design incurs extra build time, but not as
much mobile + conventional design.!
Maintenance Costs!
**! ***! *! **!
Individual native apps require individual
maintenance. However, responsive
design results in a single site that need
to be maintained.!

74% of Fortune 500
companies are
planning on some type
of HTML5 integration!
!
With HTML5, the number of
moving images on a screen is 30
frames per second (FPS), a
frame rate which provides a near-
native user experience!
!
!
An HTML5 mobile web version is a
less-than-10-minute cut-and-paste
job made up of 3 lines of code!
!
Annual sales of HTML5 handsets
will reach 1 billion units in 2013,
up from 336 million in 2011!
12!
3!
6!
9!
!
73.4% of mobile developers are
using HTML5!
!
Crucial HTLM5 Data & Stats

10 Reasons to Adopt HTML5 !

!HTML5 is the Future and Ready to Use Now
To move the needle on HTML5, mobile web advocates need to
focus on establishing and delivering on specifications and
performance tools, and showcase compelling use cases for the
technology and explore “hybrid apps.” 
!
Traditional desktop app development is the next frontier for
leveraging the benefits of HTML5. Two kinds of solutions are
driving the evolution of HTML5 past mobile and onto desktops:
new operating systems that leverage HTML5 as a native app
option and new packaging solutions that enable HTML5-
powered apps to be “installed” on traditional desktop platforms,
like Windows and Mac.!
!
HTML 5 apps also offer a significant advantage when it comes
to advertising because they are more easily accessible from a
QR code.!
!
1!
2!

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Write it Once, Read It Everywhere
HTML5 can be written once and used on any device and OS
Only one version of the app needs to be created and can run
anywhere. Native apps need an iPhone version, an Android
version, etc.!
!
HTML5 promises to make it less costly for developers to
address a broad mobile audience. And that will be great for
consumers.!
!
While the icon for a native app shows up automatically once
it is downloaded, with HTML 5 apps users are required to
click on a speciﬁc area within their browser to make the app
an icon on their home page, something that many users are
not aware of.!
.!

!
Seamless Universal Sharing
More than ever the ability to instantly and seamlessly share content
is integral in contemporary times. This involves the sharing of
tweets, articles and even apps.!
!
However, there is a serious obstacle to sharing: discovery. As the
discovery process is on a consistent shift to word-of-mouth and
recommendations more than simply browsing the app store, HTML5
has positioned itself perfectly for this next step. !
!
HTML5 and its inherently compatible with any device and platform,
perfectly accommodates these trends, as there is no need to worry
if the person receiving the recommendation will be able to run the
app on their device.!
!
Online interaction has become increasingly social and HTML5
allows not only for this trend to continue, but elevates it by
shattering fragmentation barriers.!

!
The Ease of Automatic Updates
The positive about HTML5 apps is that when you update your
site or application, your users can be updated as soon as they
come back to the page without another app approval process.!
!
HTML5 allows developers to use familiar
web tools for application development. It
reduces the need to tailor apps for different
platforms, makes it more convenient to
update applications and allows companies
to choose how their apps are distributed and
monetized. !

!
App Store Independence
The greatest challenge HTML5 has in overcoming native apps is
the user’s familiarity with having a home page icon.
Unfortunately, most users are not aware that HTML5 apps allow
for the same option of creating a home page icon, even though it
doesn’t happen automatically.!
!
HTML5 doesn’t require the user to go through an app store to
download an app, helping developers avoid the app store
approval process, upload time and revenue sharing for example.!
!
Native apps and their app stores are also very selective in their
reach as their audience is restricted to smartphones only. With
HTML5 even users of feature phones, which are still well
represented in oversea markets, can have access and utilize a
mobile web based app.!

!
HTML5 is Multimedia Ready
HTML5 is currently able to handle video and audio integration, animations, 3-D renderings
and sophisticated graphics.!
!
These great examples just help drive the point home.!
!
http://spielzeugz.de/html5/liquid-particles.html!
!
http://9elements.com/io/projects/html5/canvas/!
!
http://www.mrdoob.com/projects/chromeexperiments/ball-pool/!
!
http://www.mrdoob.com/lab/actionscript/pv3d/dof/07/!
!
!
!
!

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Hardware Integration About to Takeoff
The biggest difference between HTML5 mobile Web apps and
native apps is that the native is able to access the native
features of the mobile device like contact list, clock, camera and
photos. That means that these functions are much more difﬁcult
to implement in pure HTML5 apps. !
!
Now, companies are ﬁnally creating a solution for HTML5 apps
to perform these same functions. An example of this stride is
Mozilla. The company is on the forefront with its Firefox OS,
expected to be shipped on smartphones sometime in 2013.
They created what is called a Web APIs that will tie its browser-
based HTML5 mobile operating system to hardware and the
device’s native features.!

!Working with Open Standards
Under the current model, whether it be DRM-capable browser plugins
or DRM-capable apps, a content distributor has no reason to
experiment with unprotected content. Users of the site’s services are
already using a DRM-capable platform, and they’re unlikely to even
notice if one or two are unprotected. It wouldn’t make a difference to
them.!
That wouldn’t be the case if an HTML5 distribution platform built on top
of the EME. Some users won’t have access to EME, either because
their browsers don’t support the speciﬁcation at all, or because their
platform doesn’t have a suitable DRM module available, or because
the DRM modules were explicitly disabled. However, every other
aspect of the Web application could work in these browsers.!
With plugins and apps, there’s no meaningful transition to a DRM-free
world. There’s no good way for distributors to test the waters and see if
unprotected distribution is viable. With EME, there is. EME will keep
content out of apps and on the Web, and it creates a stepping stone to
a DRM-free world. That’s not hurting the open Web—it’s working to
ensure its continued usefulness and relevance.!

!
The Ability to Repurpose Web Content
There is an overwhelming number of content currently available on the
Internet, including copious amounts provided by publishers and other
content providers.!
!
HTML5 has the potential to transfer this content into smartphone
applications at a budget-friendly manner. Apps are poised to replace
channels as the main tool for users to access content and information
online.!
!
This discussion is taken further as HTML5 has the technology to share
and access content across several pages, overlooking any restriction
of the different servers they sit on. This is a powerful instrument for
app designers to make use of, and explore the full potential of web-
based apps and their content reach across several different servers
and channels.!

!
HTML5’s Tech is Underrated
All you need to access HTML5 content is a runtime capable of
running HTML5. Mozilla is leading the way by building a
browserless runtime that not only runs HTML5 content but also
provides the APIs that let the app talk to device level components
such as the camera, accelerometer, and so on. 
!
HTML5 content will soon run outside of the browser. All the
capabilities the HTML5 app needs will be attached to the app itself,
so neither the developer nor the user will have to worry about what
mobile browser is on the device. New design techniques like
responsive design are helping to make cross-platform optimization
easier. This will ultimately lead to innovative discovery and making
the app store obsolete. Companies like Mozilla are aiding by
creating, and then open-sourcing, new web technologies like a
web runtime and new APIs to give HTML5 apps the same look and
feel and performance as any other mobile app.!
!

!Joining The Gaming Ranks
How HTML5 provides: 
!
Great Performance: Use hardware to directly accelerate the graphics
commands, rather than use software APIs to draw images and animations
on the screen like most mobile browsers.!
Efficient Distribution: Cloud Compiler enables developers to easily
“wrap” their projects into a native hybrid container that is fully compatible
with the Apple and Android Markets. !
Access to Native Features: Using the same concept used above
for performance, tie the native device functions not available to HTML5
developers to JavaScript. Web developers then get easy “OneAPI”
access to the camera, accelerometer, gyroscope, and so on.!
Monetization: In a similar fashion, create JavaScript extension APIs that
bind native payments and native ad networks. Again, one API for in-app
payment is abstracted to multiple payment systems behind the scenes by
the platform.!
Messaging Function: Messaging requires OS-specific servers. Create a
non-OS specific messaging API that transparently delivers messages to
the OS-specific servers for the developer.!

!Conclusion
User behavior is geared more to web apps than native, and the business case for
developing dedicated apps for multiple platforms is losing steam. HTML5 ultimately
solves extremely important issues in the mobile ecosystem, such as cross-channel
support and app discoverability.!
Advertising with HTML5 is ﬂexible, too: Ads built in HTML5 can also run seamlessly
across devices. And they’re capable of delivering rich, premium advertising
experiences that can drive engagement — and higher prices.!
HTML5 also offers broader reach than native apps, with users of feature phones as
well as smartphones able to access mobile Web-based apps. Such reach can be
important for marketers that are trying to build an international audience for their apps
as feature phones still dominate in many markets.!
While there is still work to be done, HTML5 has an extremely bright future in the mobile
world, revolutionizing how we interact and access content while creating the optimal
cross-platform Web app experience for any user.!

Fresh Digital Group!
111 John St 2nd FL !
New York, NY 10038!
www. freshdigitalgroup.com!
!
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10 Reasons to Adopt HTML5 for Mobile Apps

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