HTML Vs Apps

HTML or Apps?
Getting on Every Screen

Dorian Benkoil
13 May 2011
Friday, May 13, 2011
2011
Imagine
Youre in charge of a major newspaper company
Your prot margins in print are shrinking
On the Web, youre getting plenty of trafc. But:

- Youre not making much money there
- You cant really charge for access
- Your content is not protected
- It looks like crap
- Trafc is transient and disloyal (thank you Google)
- Session times are less than 2 minutes
- Average pageviews per visit are1-2 pages
2011
The Solution?
2011
Many Publications Made Available
Wired Magazine's iPad App (video)
Marie Claire iPad concept (video)

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

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

2011
And What About....
G
a
l
a
x
y

T
a
b

(
A
n
d
r
o
i
d
) Xoom
RIM Playbook (QNX)
H
P

T
o
u
c
h
P
a
d

(
W
e
b
O
S
)
2011
Market Share
-
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
lpad Androld CLhers
!"#$%&'#$()*%'+(,-.$(/01223(
-
3,000,000
10,000,000
13,000,000
20,000,000
23,000,000
lad 8lMM P MoLorola CLhers
!"#$%&'#$()*%'+(,-.$(/01203(
94%
71%
Source: http://www.businessinsider.com/ipad-share-2011-3
2011
Platforms
Mobile / Tablet / Device
iOS
Android
WebOS
Blackberry / QNX
Windows Mobile
Symbian
Future???
Laptop / Desktop
Windows
Mac
Linux
Chrome OS
Future??
2011
Code for Every Platform
Android
Blackberry
RIM
WebOS
Symbian
....and??
$
$
$
2011
Is there be a possible solution?
2011
<html>
2011
Web Platform Advantages
Ubiquity
Every browser-enabled screen
Existing Staff & Infrastructure
Coders (less expensive, more available)
Workows
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
2011
Web Platform Drawbacks
Functionality lags behind native apps
Catching up quickly:
- Touch
- Custom Fonts
- Geolocation
- Hardware-Acceleration
- Ofine
- 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

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://ipboard.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-edged
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 a
cloud application: delivering users data as quickly and reliably as possible.
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
2011
Design By template
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
Attract, Engage, Activate
Training, Strategy and Social Media Solutions
For Publishers and Brands
Dorian Benkoil
@dbenk
Dorian@TeemingMedia.com
PBS MediaShift, Poynter, MediaFlect
646/368-1000

HTML Vs Apps

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HTML or Apps?

Getting on Every Screen

Youre in charge of a major newspaper company

Your prot margins in print are shrinking

On the Web, youre getting plenty of trafc. But:

Many Publications Made Available

Wired Magazine's iPad App (video)

Marie Claire iPad concept (video)

You can charge and people will pay!

add-ons like games

You can display lush and rich ads

Its an immersive rather than peripatetic experience

session times of 20-40 minutes

people actually read and pay attention

you can keep them in your environment

Apple takes 30% off the top

If they even approve you

They make the rules

No data for you!

No tracking (unless you ask)

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

Every browser-enabled screen

Existing Staff & Infrastructure

Coders (less expensive, more available)

CMS, Databases, CRM, etc.

Linking In and Out

Search- and Find-able

Bookmarking & Social

Integration with other systems

Flash, Javascript, etc.

Functionality lags behind native apps

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

From Spoutcore site:

Open sourced code (TreesaverJS.com - GPL, MIT dual licensed)

Themes that are templated

Customization and consulting

Hosting and serving

For the Publisher

Themes to buy and install (treesaver.net/products)

Feeds (RSS, JSON, etc.) (newsdemo.treesaver.net)

Google Chrome Web store https://chrome.google.com/

USA Today: optimus.usatoday.com

Fun Demos: html5advent.com &

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