Device Specific vs. Browser Development(A Business and Marketing Perspective)

William Volk, CCO, PlayScreen LLC

Business, Marketing and Development Aspects.

The iPhone, HTML5 and I …• For a year, only web apps.• Two of our apps (iAquarium and Keno) among

the most popular in daily users.• Apple still maintains the portal:

http://www.apple.com/webapps/

The Good, The Bad, and The Ugly• Decent Traffic.• High eCPM ($4 to $13).• Apps ran surprisingly well.• Hard to monetize.• Audio was impossible.• Traffic fell after native apps.• It helped us with Apple.

Apple’s App Store1. iTunes: An accepted unified billing solution.2. On-Device and side loading purchases.3. AT&T (etc.) relinquishes control of app sales.4. Low friction for publishers and consumers.

The Result?Average user will download 83 apps in 2011, >15 Billion downloads, >400,000 apps

Model yet to be replicated by any other handset manufacturer** … as effectively.

Native Apps Advantages• Discovery.• Performance.• Revenue.• IP Value.

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QuickTime™ and a decompressor

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HTML5 Apps Advantages• Cost.• Portability.• Rapid Updates.• Future Proof.• We need ‘encapsulated’ web apps.

Hybrid Approach• HTML->Native

– PhoneGap, Appcelerator Titanium.

• Portability.• Rapid Updates.• Future Proof.• Easier to Prototype.

Even if you go ‘native’• Use HTML for rapid update.• Prototype.• Marketing Tests.

QuickTime™ and a decompressor

are needed to see this picture.

Facebook, 25m iPads and HTML5"Ah, Your Majesty, there is no second."

Facebook, 25m iPads and HTML5• Flash or HTML5?• Issues (it’s that audio thing again).• FOLLOW THE MONEY: Zynga buys Dextrose. • Our AAA big title ….• Will Google Plus Get Apps?• Oh yeah, the WebOS thing.

Facebook, 25m iPads and HTML5

Facebook is about to launch a mobile platform aimed squarely at working on the iPhone (and iPad), it will be entirely HTML5-based and work in Safari.

Conclusions• Eventually encapsulated web-apps …• What Nokia should have done.• It’s going to be a mad mad multi-platform

world.• ChromeTops, Quake and other interesting

things.

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