1. Thursday, July 28, 11

2. Thursday, July 28, 11

3. HTML5 Is The Future
(But Not Like You Think)
Devcon5 - July 27, 2011
Thursday, July 28, 11

4. Take Aways
• HTML5 will become the dominate app platform for mobile,
PCs and televisions in the coming years.
• These won’t be your father’s web apps.
• A whole new tool chain is developing to make this
possible.
Thursday, July 28, 11

5. There are some great forces at
work in the market today that
pretty much guarantees the way
you write soft ware is going to
have to change.
The primary driving force behind
this shift: mobile.
Great Forces At Work
Thursday, July 28, 11

6. To give you an idea of the size of
what’s happening in mobile, you only
need to look at the number of
shipments of devices.
PC’s after 20 years have topped out
around 400M units per year.
Best estimates are that
smartphones and tablets will top out
closer to 1B units per year.
Once you take into account device
turnover etc. it turns out that the
total installed base for PC’s is around
1B units. For smartphones and
tablets - it will easily reach 2B by
2015.
Mobile is not just huge - it is the
biggest technological shift to hit the
computing industry ever. By at least
a factor of 2x.
Thursday, July 28, 11

7. But the real problem - the REAL problem -
is that you are going to have to build apps
for this new world. And that is
guaranteed to be a major challenge.
For starters - because this is a multi-
platform world. Lot’s of different
platforms are taking off and there aren’t
Global smartphone shipments (Q4 2010) any signs to indicate there will be one OS
to Rule Them All like we had with the PC.
Microsoft
3m
Google Nokia Apple RIM
33m 31m 16m 15m
Others
3m
Thursday, July 28, 11

8. Even if there was One OS to Rule
Them All - you still have the
form factor problem.
I talk to a lot of mobile
developers in my line of work.
The ones that are most
successful will tell you that the
key to gaining high user
engagement is to be everywhere
with the same app.
It’s really important to
understand how “lazy
consumers” see your product.
Take Facebook for example.
Facebook has a website, an
iphone app, and soon an iPad app.
Average consumers don’t see it
that way - they think of
Facebook - which they may
happen to access on their phone,
tablet, PC etc. It doesn’t matter
to them what tech you used or
how they acquire it - they care
about the core features.
Thursday, July 28, 11

9. To make all this worse you
Distribution Model
also have a distribution
problem.
Today you basically have
t wo main ways to
distribute soft ware to your
customers - you can use an
App Store or you can use the
Web Browser.
App Store Web Browser
Neither solution is optimal.
Ability To Add New
Limited only by hardware Limited to browser APIs
Features
Build many versions
Complexity Build one version
(@$100,000/yr/app)
App Store only
Discoverablility Google, Twitter, Facebook.
(along with 500,000 other apps)
Thursday, July 28, 11

10. • Runs on every major mobile and
desktop OS (and most TV’s)
today.
• Built by the platform vendors.
• Supports most common
application features.
• BUT .. it only runs in the browser!
(or does it?)
Thursday, July 28, 11

11. This Ain’t Your Father’s Web App
(or even your older brother’s)
Thursday, July 28, 11

12. The first version of the web was
about you going to pages. You
went from place to place to
place.
The new web is about bringing
the web to you in an experience
that you will love.
Thursday, July 28, 11

13. The first version of the web was
about you going to pages. You
went from place to place to
place.
The new web is about bringing
the web to you in an experience
that you will love.
Thursday, July 28, 11

14. Browsers !== Web
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15. Here is an example of an app we
built. It’s a digital magazine.
Thursday, July 28, 11

16. Beyond that, this is
about experiencing apps
outside of the browser
as well.
Using native wrappers
like PhoneGap we can
create apps that can be
distributed through both
the browser AND the app
store.
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21. Multiscreen Web App
noun. A web-based application designed to
be used across different form factors and
platforms, both inside and outside the
browser.
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22. Multiscreen Architecture
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23. + +
Server-Side Deployment Hosting
Framework Infrastructure Service
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24. + BPM +
Client-Side HTML5 Build Web
Frameworks Tools Services
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27. Thursday, July 28, 11

28. Take Aways
• HTML5 will become the dominate app platform for mobile,
PCs and televisions in the coming years.
• These won’t be your father’s web apps.
• A whole new tool chain is developing to make this
possible.
Thursday, July 28, 11

29. www.strobecorp.com
@strobe
Charles Jolley
charles@strobecorp.com
Thursday, July 28, 11