Mobilising Mobile Apps With HTML5

Predictions for mobile internet to overtake desktop internet use in just five years means it’s now time for businesses to begin online marketing campaigns that incorporate this channel. Using HTML5, mobile apps are taking off big time!

It is estimated that there are 326,000 mobile websites worldwide, compared to 148,000 iPhone apps and 24,000 Android apps. Early in 2010, a 600 percent growth in traffic to mobile websites over the past year was also reported, and just last week, a white paper predicted that web apps will soon become more practical than native apps.

So what does this mean for the business owner and his web design and marketing team, endeavouring to keep pace with the rapidly changing eCommerce landscape? The shifting focusing onto the mobile web means a company can deliver their message to all smartphone platforms, not just the one device, or even the deskbound PC, laptop or netbook.

Up to now, the mobile web has been preoccupied with the all pervasive iPhone, Android, and now even iPad apps. When looking at the mobile as a total system, marketing strategies should be built that work across all channels and devices from the very beginning. Apps, by definition, are not cross platform, but companies want to target audiences and establish their brand identity on multiple devices with minimal adaptation in a process similar to website accessibility.

HTML5-  which runs in-app and on the mobile web – is the latest major revision of HTML, the core markup language of the World Wide Web and is the next standard for HTML 4.01, XHTML 1.0 and DOM Level 2 HTML. HTML5 introduces a number of new elements and attributes that reflect typical usage on modern websites, offering capabilities currently provided by plug-in-based rich internet application technologies such as Adobe Flash and Microsoft Silverlight.

HTML5 requires less bandwidth and power, while supporting graphics, audio, location data, and input forms similar to apps rich media campaigns powered through HTML5, providing high levels of creative interaction.

Apps are continuing to be developed for various devices, including the new iPad, but mobile websites still represent a major percentage of traffic. Focusing on delivering cross-platform campaigns powered through HTML5, will generate strong results.

With the planned launch of various eReader devices of differing screen sizes, aiming to compete with the iPad, it is now time for businesses to seriously consider the future of their market niche visibility on the new channels when scheduling their next website refresh.