roadshow europe m&c saatchi mobile - chris cannacott

The Future of HTML5 & Apps* Chris Cannacott, Project Director

M&C Saatchi Mobile

*(… a blaggers guide)

blag‧ger [countable] British English informal

someone who gets something they want by lying to people in a clever way

The Basics…

What is HTML5?

Update to current HTML (the dictionary used by almost every web page)

Why 5? It’s the 5th version of the language

Allows more graphical and media rich elements to be included without relying on third party plugins (like Flash)

More capabilities such as offline browsing and voice recognition are being added all the time

Supported by (many) mobile phones… It is not standardised yet… Meaning the tools you need to use may not be available yet

What is a Native app?

Hosted on user’s device

Built using publishers SDK (Software Developer Kit)

Downloaded from publishers market place

Standalone development required for each platform

Allows more interaction with native device features

Can include embedded content to offer an offline experience (so no need to download content once loaded to a device)

The Mobile Landscape…

31% 44%

2010 2011

Internet usage

50%

50%

22.5%

18.5% Smartphone ownership Kantar Worldpanel ComTech, Oct 2011

Office for National Statistics, Aug 2011

Devices that support mobile web

Devices that support apps

90%

40%

Mobile web usage by UK internet users

APPS

250k 18,000 350k

app downloads predicted

for 2011

29 billion

Number of apps never used

after first time

1/4

Number of apps developed

App session growth has

increased by a factor of 2.7 in markets ranked 2-10

2.7

App usage

Want People Want…

What Developers Want…

Ability to update easily

Single point of development

Less fragmentation

Maximise revenues

apps HTML5

apps HTML5

apps HTML5

apps HTML5

What Users Want…

A natural experience

Issue free experience

An ‘always on’ experience

A tailored experience

apps HTML5

apps HTML5

apps HTML5

apps HTML5

So what’s going to happen…

There’s a place for both…

Many instances of native apps using HTML5 …

Developers and brands begin to use the channels to their greatest effect

CONVERGENCE

DIFFERENTIATION SPECIALISATION MATURATION

36 Golden Square, London W1F 9EE

Chris Cannacott

Tel: 0207 543 4735

e-mail: chris.cannacott@mcsaatchimobile.com

web: www.mcsaatchimobile.com

THANK YOU!