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Apps or HTML5?

1 Apr

There are 2+ billion people online. This sounds like A lot but it is only 1/3 of the global population. Yet, 21% of a publishers total revenue is now coming from digital sources.

Last year PC sales stalled, but smartphone sales surpassed past PC sales and now tablets are driving all the growth in the PC market. However, U.S and other smartphone markets are past halfway and so we must look to other markets such as China, which counts for about 25% of the global smartphone market.

Apple, Amazon an Samsung are the most prominent brands for tablets,reaping the marketshare – with 85% of all tablet users loyal to one of these brands. Most publishers develop their own apps to run on these devices with the most dominating operating systems being andriod and iOS. However there are costs with publishers creating their own apps, such as: maintaining updates, paying development fees and issuing new features.

App downloads are set to hit 60 billion by mid-2013 but while app revenue is growing it is still relatively small, even though smartphone users spend more time on apps than websites, due to the fact that most downloads are free. ‘Freemium’ is the dominant model – free download with in-app purchases. In the past 3 years we have seen a rise in dedicated apps, apps that offer a singular eBook experience, instead of buying an eBook from a bookshop like Amazon or Kobo the customer purchases the eBook as a stand-alone app.

However, could HTML5 be the future? It seems to be the next generation of web-content BUT it’s not yet standardised making it hard to adapt. A couple of HTML5 reading apps that have been launched are the Kindle Cloud Reader and the Kobo Clour Reader, which were originally developed for Safari and Chrome so Apple users have a way to purchase content on the web – without Apple getting a percentage of every sale.

HTML5 seems to be the emerging Internet platform which is being more widely used by the publishing industry. End consumers are preferring platforms that host interactive and multimedia features, such as animation, video and audio – and HTML5 allows for me embedding music and videos without the need for a third party plug-in.

Moreover, HTML5 is compatible with nearly all browsers found on tablets, smartphones and computers.

so which do you think will be the future? Apps? Or HTML5?