Mobile Web: The Rise of HTML5

IVE SEEN THE FUTURE. ITS IN MY BROWSER

Richard Clinton, September 13, 2011

Web: Driving Disruptive Innovation

Web has been a game changer across verticals music, gaming, videos and more

Mobile Web Gaining Adoption

While some believe this is a fundamental either/or choice, current consumer behavior suggests that consumers are using both. We expect both mobile apps and the mobile Web to coexist going forward. (Forrester, May 2011)
Preference for using a Mobile Browser vs. App for accessing select types of Media/ Entertainment Content, Aug 2010 % of US mobile device users

In mature markets, the mobile Web, along with

associated Web adaptation tools, will be a leading

technology for B2C mobile applications through 2012, and should be part of every organizations B2C technology portfolio. (Gartner, 2010)
Source: Adobe Systems Inc., Adobe Mobile Experience Survey: What Users Want from Media, Finance, Travel & Shopping conducted by Keynote systems, Oct 13, 2010

Mobile Apps Todays Challenges

Pre-load
Development

Time To Market

Lead times to develop apps for different platforms

App roll-outs tied to device roll-outs/ MR roll-outs

Upgrades

Lead times to test and roll-out upgrades across platforms

Maintenance

Platforms

Cost

Development cost to support multiple platforms

Cost to support and maintain app version for each platform Crowded market place decreases chances of discovery impacting download revenue

Testing

Cost to test upgrades/ releases across devices models

Discovery

Revenue

Lack of flexibility in ability to price, promote and bundle offerings

Models

Business

Driven by platform capability/ limitation (Ex: In-app billing etc)

Rev share

Features

Integration

User Experience

Silo approach to integration with other services

Variations due to differences in device/ platform capabilities

Context

app context and not a connected experience across services

How the Browser Helps

Ease of Development
Established well known web technologies

Ease of Maintenance

Portability across platforms

Closest to the Write once publish to many promise Facilitates easy user migration across

Single codebase, simpler to manage, Users always gets the latest version Continuous release cycle supporting rapid time to market

No need to learn platform specific

languages Time to market to support new devices/ platform is short

platforms
Lot more editorial control and freedom on the web

Added Discoverability

Connected Experience

Improved Revenue Terms

Not driven by app store owners Multiple avenues preloaded pointer icon, browser bookmarks, SMS welcome message, content portal, micro-browser tiles

Provides a connected web experience Seamless integration across related/ complementing services Easy to integrate ads/ coupons. VIS info etc.

Strengthen ability to promote, price and distribute new products & service bundles Leverage in adding advertisements, placement revenues

Why Now?
INDUSTRY ACTIVITY
Device improvements : processor, screen size Added distribution: 7th Platform Verizon billing APIs to support multiple

VERIZON ACTIVITY

Distributed Innovation

Trends

Need for flexibility in pricing, promoting and bundling service offering Platform fragmentation High development and maintenance cost User resentment against bloat-ware of apps

billing models Working towards improving discoverability Enabling Location and other browser based APIs

Browser Standardization

Driving HTML5 requirements Webkit is becoming default rendering engine Android, iPhone, Palm WebOS and Blackberry 6.0 support Webkit HTML5 adoption and support across browsers Enforcing compliance and Performance testing Communication of device specific HTML5 feature support Standardize Micro-browsers across mid tier handsets

Browser Initiatives

What HTML5 (Family) Brings

Offline Execution Local Storage GeoLocation

HTML5 Features
Web Workers
Thread-like message passing to achieve parallelism:

Web Workers allow you to fire up long-running scripts to handle computationally intensive tasks, but without blocking the UI or other scripts to handle user interactions

Common unresponsive script dialog

HTML5 Features
Web Sockets
A full-duplex, bidirectional communications channel that operates through a single socket over the Web.
Developer Gains:

Ideal for Financial apps, Gaming apps, Social Network apps, Monitoring and Management apps, Power grid management apps

Performance gains for real-time,

event-driven web applications Reduced Latency Reduced Overheads

HTML5 Features
Support for Drawing

WebGL

Canvas

Canvas SVG Canvas

HTML5 Features
No Media Plug-ins
The HTML5 video element can be used to play videos in the browser without the need for a plugin.

Browser vendors dont agree on CODEC standards

H.264 is patent encumbered, but represents significant investment from all sides Google purchased On2 and open-sourced their VP8 CODEC. Google recently announced they are dropping H.264 support.

Verizon Mobile Web Initiatives Discovery

mWelcome
Sustainable touchpoint with customers across all devices
VZW FREE MSG: Welcome to Verizon and to your new phone.
Have some fun on Americas most reliable network, Verizon. Lets get started. www.vzw.com/new/p hone

Conduit to discovery all Verizon services Ability to dynamically change promoted services

iPhone Welcome SMS

Verizon Mobile Web Initiatives Distribution

App2 Strategy

Bringing web app versions of popular Verizon Services Web app will complement native offering Reworking use-cases and monetization models to fit Web Application use-cases

Webification road map driven by browser capabilities Expanding overtime

Enables building a connected experience across services

App2 :V CAST Media2

App Web App Addressing the need to sell music on ALL smartphones Web version complements native app version

Promoting discovery of all music assets, Web app ensures user can browse entire catalog
Linkage between webapp and app to support preview and download Exploring adding advanced features as part of webapps

Family Locator2: Family on the web

Web App Helps you know your family is safe, locate family members, share location info with family and friends Web app launching across entire capable device lineup Sep 2011 Simultaneous multiplatform roll-out Android, iOS Complements on-device plug-in for location data

Looking to minimize device specific porting and certification efforts

App2ing Squaring Industry Trends

Native App Web App Native App Web App

Ive Seen the Future. Its in my Browser

Thank you.

Panel Discussion
David Feuer, Verizon Wireless MODERATOR Sean Murphy, Director of Mobile Products, TeleCommunication Systems, Inc.

Stephen Detwiler, VP Global Tech, ngmoco

Todd Brannam, Chief Architect of Mobile Development, AOL Gary Miller, Lead Consultant Global Solutions, Motricity

HTML5 and the Economics of Web App Distribution

Gary Miller Lead Consultant, Motricity

New Content: Web Apps are Emerging but Distribution Problems to Solve
Significant cross-platform future opportunity, but few developers actively pursuing today.
Perceived interoperability issues for fundamental capabilities
Runtime MultiMedia Support Multitouch Gesture Support Geolocation API

No centralized marketplace for distribution

No Discovery Support No Merchandizing Support No Monetization Support

Developers are waiting for a distribution platform to monetize new content models

The Open Web Drives Discovery

The attraction of an open source platform that reaches a majority of users to source traffic is greatly appealing to developers

Social Networking Mobile Ad Banners

External Referral Links

the URL is a clear winner when it comes to the preferred traffic sourcing technology

Enhanced User Experience Drives Opportunity

Rich user experience is the foundation of profitable content, and HTML5 offers a number of innovations to extend app like UI to the mobile web

Personalization

Profitable Content

Habitual Usage
Swipe Optimized for Touch Screens! User Interaction Visual Dynamics

Web Apps Influence on App Stores

Premium Games likely to remain native with device integration and performance requirements All other Categories are well positioned for multi-device, multi-platform services, focusing on content deliver These other categories will require a cross-platform storefront consumer experience

Yankee Group North American Mobile Forecast June 2011

HTML5 will enable new cross-platform distribution channels to distribute media & light-weight apps to Smartphones and Tablets

Thank you.

Panel Discussion
David Feuer, Verizon Wireless Sean Murphy, Director of Mobile Products, TeleCommunication Systems, Inc.

Stephen Detwiler, VP Global Tech, ngmoco

Todd Brannam, Chief Architect of Mobile Development, AOL Gary Miller, Lead Consultant Global Solutions, Motricity