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Discussion on how the mobile web and mobile apps are rapidly becoming the same thing
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The Web is the App
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
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
VS
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
Strategies: Web<> App
The web is the app• App specifically built in HTML5• Benefits: –More controlled distribution–Better relationship with end-user
• Examples
The app is the web• The app is a re-purposed
website; feels “app-y”• Benefits–Web, app are entirely integrated–Only one codebase is maintained
• Examples
The web is the app
FT: App experience powered by HTML5
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
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
The app is the web
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
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
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
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
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
Thank you• Connect: –Email: [email protected]
–Twitter: @ronpiovesan
–Blog: www.ronpiovesan. com
–LinkedIn: http://www.linkedin.com/in/ronpiovesan
–Slideshare: http://www.slideshare.net/ronpiovesan