![Stuff Technologists Say
“App is Crap (why Apple is bad
for your health)”
“[Apps are] a step backward for
our industry… a waste for most
brands… a channel disguised in
business clothing..”
February 17, 2010
Mark Suster
GP @ GRP Partners](https://image.slidesharecdn.com/html5ornativeappswhichwillitbe-120626213444-phpapp01/85/HTML5-or-Native-Apps-Which-Will-it-Be-11-320.jpg)
![vigorish |ˈ vigəriSH|
noun informal
1 [ in sing. ] an excessive rate of interest on a loan,
typically one from an illegal moneylender.
2 the percentage deducted from a gambler's
winnings by the organizers of a game.](https://image.slidesharecdn.com/html5ornativeappswhichwillitbe-120626213444-phpapp01/85/HTML5-or-Native-Apps-Which-Will-it-Be-12-320.jpg)
HTML5 or Native Apps: Which Will it Be?
- 1. HTML5 or Apps: Which Will it Be? JEFF WHATCOTT CMO @ BRIGHTCOVE
- 2. Who’s here?
- 3. Mobile is forecasted to become the dominant audience
- 4. Screens, Platforms, and Pain
- 5. HTML5 vs App: An Epic Battle(?)
- 6. Corner #1: Native Apps 654,712 470,069 Source:148Apps.biz App Count http://bit.ly/appcount as of June 25, 2012.
- 7. Stuff Technologists Say “the Web will never be the dominant platform” “The arrogance of Web evangelists is staggering.” September 22, 2011 Joe Hewitt Co-creator of Firefox Creator of Facebook for iPhone
- 8. Stuff Technologists Say “the Web will be replaced” “the App Internet is the best contender” “the web huggers…do not want the web to end.” December 8, 2011 George Colony CEO of Forrester Research
- 9. Corner #2: The HTML5 Touch Web
- 10. Stuff Technologists Say “I hated every moment of our experiment with apps, because it tried to impose something closed, old, and print-like on something open, new, and digital.” June 16, 2012 Jason Pontin Editor-in-Chief, MIT Technology Review
- 11. Stuff Technologists Say “App is Crap (why Apple is bad for your health)” “[Apps are] a step backward for our industry… a waste for most brands… a channel disguised in business clothing..” February 17, 2010 Mark Suster GP @ GRP Partners
- 12. vigorish |ˈ vigəriSH| noun informal 1 [ in sing. ] an excessive rate of interest on a loan, typically one from an illegal moneylender. 2 the percentage deducted from a gambler's winnings by the organizers of a game.
- 13. The “Vig” on Subscription Content in Apple iOS Apps “Our philosophy is simple— when Apple brings a new subscriber to the app, Apple earns a 30 percent share; when the publisher brings an existing or new subscriber to the app, the publisher keeps 100 percent and Apple earns nothing.”
- 14. Responsive/Adaptive Design is Hard “Adaptive web design is an elegant solution to the thorny technical problem of having to deliver a content experience on multiple devices. And engineers love more than anything to apply the same hammer to multiple nails. Unfortunately, users do not agree. Desktop web browsers, tablets, and mobile devices are fundamentally different and are used in very Peter Yared different ways. Across our properties at CBS CTO of CBS Interactive Interactive, we have experimented with a variety of adaptive and direct designs and are learning the hard way that a one-size-fits-all solution delivers a subpar user experience.”
- 15. Consumers spend equal time in mobile apps and mobile browsers
- 16. Apps are from Mars. The Touch Web is from Venus.
- 17. HYBRID A PPS HYBRID A PPS creen Real Estate Persistent ScreenScreen Real Estate Persistent Real Estate Persistent Screen RealReach Cross-Platform Estate Cross-Platform R ging Engagement Push Messaging Engagement Push Messaging Engagement Fast, Cheap Development Push Messaging Engagement Fast, Cheap Deve brary / Mic Access Camera / Library Library / Mic Access Camera / / Mic Access Camera / Library / Mic Discoverable Search Engine Access Search Engine D ok / QR Code Access Address Book / QR Code AccessAccess Address Book / QR Code Bookmarked and Forgotten Address Book / QR Code Access Bookmarked and rmance Native Performance Native Performance Native No Push Messaging Performance No Push Messag hases and Ads In-App In-App Purchases and Ads Purchases and Ads In-App Camera / Library / Mic Access Purchases and Ads Camera / Library hrough App Stores Promotion Through App Stores Stores Promotion Through App Promotion Through App Stores Access Address Book / QR Code Address Book / Q Search Engines Invisible to Search Engines Fast, Cheap Development Fast, Cheap Development Transactions Multi-Step Purchase Multi-Step Purcha sive Development Slow, Expensive Development Cross-Platform Reach Inconsistent Browser Capabilities Cross-Platform Reach Inconsistent Brow form Fragmentation Chronic Platform Fragmentation Invisible to Search Engines Invisible toApp Store Distribution No Search Engines No App Store Dis
- 18. The Audience/Customer Journey TOUCH WEB APPS DISCOVERY TRIAL COMMITMENT LOYALTY ADVOCACY
- 19. Touch Web and Apps: Together Forever
- 20. HYBRID A PPS Persistent Screen Real Estate Persistent Screen Real Estate Cross-Platform Reach Push Messaging Engagement Push Messaging Engagement Fast, Cheap Development Camera / Library / Mic Access Camera / Library / Mic Access Search Engine Discoverable Address Book / QR Code Access Address Book / QR Code Access Bookmarked and Forgotten Native Performance Native Performance No Push Messaging In-App Purchases and Ads In-App Purchases and Ads Camera / Library / Mic Access Promotion Through App Stores Promotion Through App Stores Address Book / QR Code Access Invisible to Search Engines Fast, Cheap Development Multi-Step Purchase Transactions Slow, Expensive Development Cross-Platform Reach Inconsistent Browser Capabilities Chronic Platform Fragmentation Invisible to Search Engines No App Store Distribution
- 21. A Potentially Helpful Continuum Documents Applications (Content-centric) (Behavior-centric) Hybrid Apps Touch Web Sites Native Apps Adapted from Figure 9.12 in Aral Balkan’s Smashing Book #3
- 22. Hybrid Apps: All the cool kids are doing it
- 23. In Summary It’s not either/or, it’s both/and. Use the Touch Web to find and convert new customers. Use Native Apps to engage and delight existing customers. Use Hybrid Apps to build Native Apps more sustainably. HTML5 is your best technology/skills investment.