Discussion on how the mobile web and mobile apps are rapidly becoming the same thing

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