HTML5 Overview

HTML5

• Today most mobile rich media uses proprietary technology for delivery and use XHTML • HTML5 makes mobile Web sites and mobile Web apps look

and feel like native downloaded apps (e.g. iPhone apps) • Recent big deployments: YouTube, Amazon, LinkedIn, Twitter,

Financial Times mobile site in HTML5 • Caters to all Web platforms as a standardized answer for rich

media (video) and rich UI for the Web…it’s a potential Flash and native app killer in medium to long term •  Important mobile browsers supporting HTML5: Apple (iOS),

Google (Android), RIM Blackberry (Torch/Bolt), Microsoft (Windows Phone 9), Opera, Nokia, Palm…and recent pads and tablets (iPad, Android, RIM) • Approximately 1 in 4 phones in the US today support HTML5

capabilities—some fully like the iPhone and others to varying degrees • Requires HTML5 supported phone/browser with Webkit Engine • Not yet fully mature, HTML5 still in course of development and

set specifications with World Wide Web Consortium (W3C)

HTML5 offers a standardized coding language for mobile sites and mobile Web apps—one site/app works across all HTML5 supported browsers

HTML5 Advantages • Very flexible design environment integrating

CSS3 and Javascripts—HTML5 has scroll views, horizontal and vertical boxes native to the code • Single cross platform site build for smart phones

and tablets • Development cost advantages, much cheaper

than native app development and maintenance • Can drop icons on phone deskptop that look like

and are accessible like native apps…called “Web Apps” in that they behave like native apps but are viewed in a browser • Advantage over native apps: HTML5 sites are not

accessed in and an app store (poor search and visibility) and do not fall into revenue share requirements from an app store (iTunes) • Allows interactive game environments to be

created native within the code of HTML5 without separate java applets

HTML5 Features and Capabilities • Standardized video, audio and rich media playback without plug-

ins. Automatic playback, controls for FF, RWD, pause, free scrub • 360 degree views and spins of images and navigation within

images • Offline Web application support • Lightweight which is great for mobile—no heavy plug-ins •  Integrated geo-location scripting as part of HTML • Offline site use and local (on-phone) storage of content and data •  Improved semantics providing contextual descriptions for content

in the HTML code itself…much easier to use • Advanced Forms: browser does the work with validation, less time

downloading javascripts and roundtrips to site server • Animations of moving “particles” (falling leaves, snowflakes, stars

or custom particles) can be coded within HTML5. Speed, XYZ axis and acceleration can be controlled. •  Interactive playback of slideshow images can be activated by

hovering mouse over slideshow area or swiping it • UI capabilities for touch scroll, scroll back/forth through image

carrousels, navigation carrousels, pinch/spread, zoom in/out •  In-page dialogs that can confirm/cancel actions • Pop-over menus that overlay main content •  Input widgets like date spinners etc. • Supports tab sets and view sets (a series of dots) for navigation • Easy creation of interactive buttons, input fields, radio buttons,

labels, drop down menus

The Key Components of HTML5

Location Aware Content Integration

In a Nutshell:

A consumer will see offers/content that are relevant to where they are currently located.

Benefit:

Content can be positioned to consumers based on their geography so that they can immediately act upon offers or information. This fulfills mobile’s unique abilities to deliver the right message, to the right person, at the right time, in the right place.

Retail Travel & Leisure

Content Remains On the Device In a Nutshell:

• A consumer does not need to be “on-line” in order to access content on a web site—there is no need for a custom downloaded native application • Consumers can have instant access

to content whether they are connected to the Internet or not • Consumers can personalize their

mobile site experience to their taste and preferences (mark favorites and such)

Benefits:

• Native app development requires a different app per operating system (iPhone, Android, etc.). This can be expensive. HTML5 saves money. • HTML5 site changes can be done all

at once for all devices, native apps require multiple changes for each device type

Travel & Leisure Publishing & Entertainment

Automatic Content Refreshing & Local Storage

In a Nutshell:

The site automatically refreshes content every X minutes without the consumer needing to manually “refresh” their browser. Content can also be stored on the user’s phone so it doesn’t disappear when they’ve left the site.

Benefit:

Consumers automatically see the most recent information, which can increase traffic and click-throughs on display ad feeds. Local storage means site content can be stored on the user’s phone—and not a server— for faster access and access to the content even when they can’t connect to the web (like on an airplane).

User Account Integration

In a Nutshell:

If a PC site provides user account/log-in access, this can now be implemented on the mobile site.

Benefit:

Consumers can securely access the same information on their account as on a PC site or via a downloaded mobile application. This is important to any account-based site offering monetary transactions, financial services or health care. Just like online Web, they can use and manage their accounts anywhere, anytime, on their phones.

Financial Services

In-Page Media Playback In a Nutshell:

Using HTML5, video and audio can play “on demand” within the site page. There is no need link a thumbnail or hyperlink to a separate page or media player for playback. The video thumbnail displays a “play” button that when clicked instantly plays the video in the page, with FF, RWD and scrolling controls right there.

Benefits:

• Dramatically better user experience • Less likely the user will navigate

away from the page due to impatience • Users spend more time on the site,

increasing the opportunity to promote more products, services or content

HTML5: Important Aspects for Mobile

POSSIBLE UPCOMING IMPROVEMENTS TO HTML5

• Help standardize and unify metrics and analytics cross platform • Drag, drop and move content with touch screen within the

site, allowing user to customize the layout of site content/functionalities and personalize how they can interact with the content

THINGS TO CONSIDER

• APIs not yet standardized for HTML5 for phone hardware like the camera, mic, accelerometers, 3D etc., and no backwards compatibility • Extensive deployment of HTML5 capabilities can sometimes

make a site use bulky, especially if 3G signal is poor • Only works on smart phones, doesn’t work on feature

phones (~60% of phones in US are feature phones) • Fragmented development space today, doesn’t work the

same on all browser platforms • Could still fragment into different flavors for different

browsers in future

iLoop Mobile Services for HTML5 Sites

• Managed services for the creation and management of HTML5 sites including: ü Consultation on how HTML5 can address specific industry vertical marketing objectives ü Site strategy to address your company’s business and marketing needs and improve customer

engagement and experience ü  UI design and site build ü  Content management ü  Post-launch site management ü  Analytics ü  API integration to outside web services and content feeds

• Managed services for adding HTML5 components and capabilities into existing mobile sites to improve marketing performance and customer experience

• Option of creating a parallel “non-HTML5” site version for users with phones that don’t support HTML5 to increase your marketing reach with an experience that fits the customer

• Option of integrating cross-channel mobile marketing such as SMS messaging opt-in, MMS messaging, mobile coupons and more multi-faceted marketing covering many customer touch points.

HTML5 Sites to View

• Financial Times: http://app.ft.com

• Twitter: http://mobile.twitter.com

• YouTube: http://m.youtube.com

• Facebook: http://m.facebook.com

• Apparel brand Asos: http://m.asos.com

• Entertainment: http://bbc.co.uk/radio1

• Leading technology and services making it fast and easy to create, manage and analyze mobile marketing campaigns and content delivery initiatives worldwide

• Award winning iLoop Mobile Platform is a self-service SaaS solution with open APIs for creating state-of-the-art SMS and MMS campaigns, mobile sites, mobile coupons, mobile-enabled Web sites and other mobile marketing initiatives

•  Industry leader in mobile marketing strategy, managed service campaign delivery and professional services

• Customers include Fortune 500 brands, agencies, media companies, and other tier-one companies

About iLoop Mobile

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