HTML vs Apps

8/6/2019 HTML vs Apps

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HTML or Apps?

Getting on Every ScreenDorian Benkoil13 May 2011

Friday, May 13, 2011


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2011

Imagine

Youre in charge of a major newspaper company Your profit margins in print are shrinking On the Web, youre getting plenty of traffic. But:

- Youre not making much money there

- You cant really charge for access- Your content is not protected- It looks like crap- Traffic is transient and disloyal (thank you Google)- Session times are less than 2 minutes

- Average pageviews per visit are1-2 pages



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2011

The Solution?



4/19

2011

Many Publications Made Available Wired Magazine's iPad App (video) Marie Claire iPad concept (video)

http://www.youtube.com/watch?v=evnTWpS6XFw&feature=player_embeddedhttp://www.youtube.com/watch?v=evnTWpS6XFw&feature=player_embeddedhttp://www.youtube.com/watch?v=AVhc3m0GWk0http://www.youtube.com/watch?v=AVhc3m0GWk0


5/19

2011

On the iPad

You can charge and people will pay! single issues subscriptions add-ons like games Wired: http://itunes.apple.com/us/app/wired-magazine/

id373903654?mt=8 You can display lush and rich ads Its an immersive rather than peripatetic experience session times of 20-40 minutes lots more pageviews (and lots more ads seen per user) people actually read and pay attention you can keep them in your environment

http://itunes.apple.com/us/app/wired-magazine/id373903654?mt=8http://itunes.apple.com/us/app/wired-magazine/id373903654?mt=8http://itunes.apple.com/us/app/wired-magazine/id373903654?mt=8http://itunes.apple.com/us/app/wired-magazine/id373903654?mt=8http://itunes.apple.com/us/app/wired-magazine/id373903654?mt=8


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2011

But ... Apple takes 30% off the top

If they even approve you

They make the rules No links out! No cheaper offers! No newsstand No data for you!

No tracking (unless you ask) Their ad system

You have to code in iOS Different for iPhone/iPod and iPad Different landscape and portrait New production and design each issue They may change requirements iOS coders are expensive

Youre hitched to their systems Its a closed system

Its a fraction of your potential user base



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2011

And What About....Ga

laxyTab(An

droid) Xoom

RIM Playbook (QNX)

HPTou

chPad(Web

OS)



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2011

Market Share

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2011

Platforms

Mobile / Tablet / Device iOS Android WebOS

Blackberry / QNX Windows Mobile Symbian Future???

Laptop / Desktop Windows Mac Linux

Chrome OS Future??



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2011

Code for Every Platform

Android Blackberry RIM WebOS Symbian ....and??

$

$$



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2011

Is there be a possible solution?



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2011



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2011

Web Platform Advantages Ubiquity

Every browser-enabled screen Existing Staff & Infrastructure Coders (less expensive, more available) Workflows CMS, Databases, CRM, etc.

Web functionality

Linking In and Out Search- and Find-able Bookmarking & Social Integration with other systems Data! Your Ads Truly cross-platform Flash, Javascript, etc.

Ecosystem No Gatekeepers

Rules Revenue



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2011

Web Platform Drawbacks Functionality lags behind native apps Catching up quickly:

- Touch- Custom Fonts- Geolocation- Hardware-Acceleration

- Offline- Video embeds

No universal, integrated payment system Several companies trying Can use "app wrappers" for app store distribution

Immature development frameworks & tools Many companies entering this space, but still early HTML5 not completely standard



15/19

2011

HTML5 Solutions

Treesaver http://www.youtube.com/watch?v=rctiAtD6KKs(start @ 1:15) OnSwipe http://onswipe.com/ Sproutcore http://www.sproutcore.com/what-is-sproutcore/

Flipboard? http://flipboard.com/video

From Spoutcore site:SproutCore works by doing the only thing that can truly eliminate the latency problem:

it moves your business logic to the client. SproutCore applications are full-fledged

programs, written in JavaScript. That JavaScript executes in your users browser,

freeing up your servers (and server engineers) to focus on whats most important in acloud application: delivering users data as quickly and reliably as possible.

http://flipboard.com/videohttp://flipboard.com/videohttp://www.sproutcore.com/what-is-sproutcore/http://www.sproutcore.com/what-is-sproutcore/http://onswipe.com/http://onswipe.com/http://www.youtube.com/watch?v=rctiAtD6KKs&feature=player_embeddedhttp://www.youtube.com/watch?v=rctiAtD6KKs&feature=player_embedded


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2011

How Treesaver Works

Code HTML CSS Javascript Adaptive Layouts

Business

Open sourced code (TreesaverJS.com - GPL, MIT dual licensed) Themes that are templated Customization and consulting Hosting and serving Advertising

For the Publisher

Themes to buy and install (treesaver.net/products) Feeds (RSS, JSON, etc.) (newsdemo.treesaver.net) Flexibility Web functionality



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2011

Design By template



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2011

More HTML5 Examples

Google Chrome Web store https://chrome.google.com/webstore?category=app%2F6-news

USA Today: optimus.usatoday.com NPR: www.npr.org/webapp

NY Times: www.nytimes.com/chrome Fun Demos: html5advent.com &

chromeexperiments.com

https://chrome.google.com/webstore?category=app%2F6-newshttps://chrome.google.com/webstore?category=app%2F6-newshttps://chrome.google.com/webstore?category=app%2F6-newshttps://chrome.google.com/webstore?category=app%2F6-news


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Attract, Engage, ActivateTraining, Strategy and Social Media Solutions

For Publishers and Brands

Dorian Benkoil@dbenk

[email protected]

PBS MediaShift, Poynter, MediaFlect646/368-1000
mailto:[email protected]:[email protected]:[email protected]

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HTML vs Apps