Many think it will save the web, rendering native platform-dependent apps obsolete.
So, which will win? Native apps or HTML5?
A recent report from BI Intelligence explains why we think HTML5 will win out, and what an HTML future will look like for consumers, developers, and brands.
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Here's how HTML5 will eventually win out:
- The most popular types of apps will be early adapters: HTML5 is particularly useful for media apps and "access" apps (those that let you access an existing accounts via a mobile device, such as banks).This is because apps that display text, images and video and monetize through ads and subscriptions can be done more cheaply and effectively through HTML5.
- The increasing prevalence of "shell apps" will push things along: These are apps that have a native "shell" so they can get in the app stores, but where the entire functionality is done via HTML5. One such shell app is Facebook's iPad app. These "hybrid" apps get the best of both worlds and mean more developing resources will shift to HTML5 over time. These "wrapper" apps will also end up on the web as HTML5 improves.
- HTML5 will eventually fulfill its promise as a classic disruptive technology: HTML5 fits directly within Clay Christensen's famous technological disruption framework. It's currently less good than native apps at lots of things. But the technology is improving. And it is cheaper to produce HTML5 apps than native apps. Over time, the new, cheaper technology of HTML5 will get better and better, and as it does it will start to eat the rest of the market.
- But, it will still take a while:
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