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: rpiovesan@mozilla.com

–Twitter: @ronpiovesan

–Blog: www.ronpiovesan. com

–LinkedIn: http://www.linkedin.com/in/ronpiovesan

–Slideshare: http://www.slideshare.net/ronpiovesan