HTML5 video in e-commerce
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The document discusses the relevance and adoption of HTML5 video in e-commerce as presented in a webinar held on June 2, 2010. It highlights the challenges of transitioning from Flash to HTML5, the applications of HTML5 video, and the necessity for businesses to adopt a hybrid approach to support both technologies. Although HTML5 video can enhance e-commerce, it will not resolve existing issues in video commerce strategies as Flash continues to dominate the landscape.
HTML5 video in e-commerce
- 1. HTML5 Video in E-Commerce2010 Liveclicker Webinar SeriesJune 2, 2010Tweet: #videocommerce Follow: @videocommerceEmail: justin@liveclicker.com, walt@liveclicker.comUS Attendee: +1 (516) 453 0014, access code 206-395-002UK Attendee: +44 (0) 203 318 6075, access code 206-395-002
- 2. Tips for Webinar AttendeesHave Questions? Use the built-in “Questions” feature. Questions will be answered at the conclusion of the webinar.All registrants will receive a link to the presentation within 1 or 2 business days.Please participate in the interactive polls by having your computer at the readyUS Attendee: +1 (516) 453 0014, access code 206-395-002UK Attendee: +44 (0) 203 318 6075, access code 206-395-002
- 3. Speakers & AgendaAgendaSupporting HTML5 VideoHTML5 Video OverviewHTML5 Video AdoptionChallenges and ComplexitiesFlash vs. HTML5 VideoHTML5 Video ApplicationsQuestionsWalt MannFounder/CTOLiveclickerTechnical PerspectiveJustin FosterFounder/VP Market Dev.LiveclickerMarket PerspectiveUS Attendee: +1 (516) 453 0014, access code 206-395-002UK Attendee: +44 (0) 203 318 6075, access code 206-395-002
- 4. PollIs your organization using HTML5 video today?Yes.No, but planning on it.No, not planning on it.No, still unsure of whether or not to use HTML5 video.
- 5. PollWhen did/will your organization implement HTML5 video?Prior to Q1 2010Q1 2010 – Q2 2010Q3 2010 – Q4 2010Q1 2011 – Q4 2011After Q4 2011
- 6. Should you support HTML5 video?HTML5 video is a technology.It will not fix an unsuccessful video commerce strategy.
- 7. Should you support HTML5 video?MOBILEOPTIMIZEDINTERACTIVESCALABLEDISTRIBUTED
- 8. Should you support HTML5 video?
- 9. Should you support HTML5 video?
- 11. HTML5 Video AdoptionVersion 3+Version 3.6+Version 3+
- 12. HTML5 Video AdoptionOf the browsers that support HTML5 video, what % of users are using an HTML5 compliant version?Source: Clicky Web Analytics, May 31, 2010
- 13. HTML5 Video AdoptionExpected Final Ship 2011
- 15. HTML5 Video Adoption 6.4 million active iPhones in USA
- 16. 51.15 million iPhones sold to dateSource: Apple Computer earnings report, April 20, 2010.
- 17. HTML5 Video Adoption 2 million iPads sold in first 60 days
- 18. Selling at 2.5X the rate of the original iPhoneSource: Apple Computer, via press release. May 31, 2010
- 21. HTML5 Video CodecsYES, H.264YES, BOLT 2.1 (MAY 27 ‘10)YES, H.264YES, H.264WebM/VP8 COMING SOONSource: StatCounter Global Stats, US Mobile Browser Market Share, Dec 2008 – May 2010
- 23. PollOver the next 3 years, do you believe a “standard” video codec will emerge as a clear winner?DefinitelyProbablyUnsureDoubtfulNo – fragmentation is likely to persist
- 24. HTML5 Video vs. Flashvs.
- 25. A world with two video standardsComplex browser support rules for HTML5 vs. FlashEven HTML5 isn’t just a single standard – multiple standards must be supported (for now)Unless you're Apple, you must support bothFlash still useful for other applications: gaming, multimedia
- 26. HTML5 Video vs. Flash HTML5 Video Flash VideoExclusive on iPad, iPhone, iPod Touch, Android, Blackberry (BOLT), some email clients
- 28. Open standard
- 29. Everywhere else
- 31. Proprietary standardHTML5 Video Applications
- 32. HTML5 Video Applications<!-- Start Liveclicker HTML5 Video - Patents Pending --><video width=“1" height="1" poster="http://em.liveclicker.net/service/clip?kind=poster&ID=5676&type=1" controls> <source src="http://em.liveclicker.net/service/clip?kind=video&ID=5676&type=1" /> <a href="#" alt="To make this clickable replace the # with your landing page URL"> <imgsrc="http://em.liveclicker.net/service/clip?kind=animation&ID=5676&type=1" border="0"/></a></video><!-- End Liveclicker Video -->
- 34. PollWhere do you see the most potential for HTML5 video today?Mobile / SmartphoneMobile / TabletEmailGeneral e-commerce using desktop web browsersOther
- 35. Verdict – supporting HTML5 video Why? Why Not?Reach customers on the iPhone and iPad, Android, Blackberry – today.
- 36. New email marketing opportunities
- 37. Potentially, new video SEO opportunities
- 38. Requires additional technology support (in-house or vendor)
- 39. Still developing rapidly (codecs)
- 40. Not needed unless you care about iPhone, iPad, some email clients, mobile SummaryHTML5 video can bring some immediate wins to e-commerce sites.However, Flash is likely to retain its hold on the majority of web video for some time and needs to remain supported.A “hybrid” approach is needed in order to effectively support both Flash and HTML5 video.
- 41. SummaryHTML5 video is a technology.It will not fix an unsuccessful video commerce strategy.
- 42. PollBased on what you now know, how important do you think HTML5 video is to your overall video technology portfolio?CriticalVery importantSomewhat importantNot importantStill don’t know
- 43. QuestionsJune 2, 2010Tweet: #videocommerce Follow: @videocommerceEmail: justin@liveclicker.com, walt@liveclicker.com
Editor's Notes
- #2: Justin
- #7: Justin
- #8: Justin
- #9: Justin – talk about SEO
- #10: Optimization - Justin
- #25: Walt – talk to this slide a little bit
- #26: Justin – speak to practical benefits of rolling out HTML5 video now. Example #1 – email campaigns.
- #27: Justin – speak code sample for supporting video in email across a lot of email clients.
- #28: Justin – speak to video SEO - it is very easy for a search engine to read this tag because search engines know that it’s video