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01.08.2011
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There will be many technologies fighting for digital marketers’ attention in the coming months, but HTML5 in particular is looking like it will be making a name for itself. This is because HTML5 can replicate the functionality of applications in many cases, whilst keeping the quality experience users have come to expect from apps. It is attractive to brands because it offers a low cost entry point to building cutting edge mobile properties without the need to recode for different smartphone operating systems.
Although the standard is still finding its feet (HTML5 only got an official logo at the start of this year) it is already proving its worth and many leading brands are likely to experiment with the technology this year.
But brands shouldn’t discount applications as they still account for a considerable amount of smartphone users' attention, particularly within the gaming category showing that each technology has its place dependent on its usage. There are also many experiences that HTML5 can’t replicate at the moment, but the technology is rapidly evolving and the gap between HTML5 and applications is shrinking.
Thomas Twigg, Mobile Solutions Manager, Velti
http://www.velti.com/
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