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The consumer shift to using mobile devices has been one of the most important trends for businesses to get to grips with in recent years and it proved to be a popular topic at Econsultancy’s Digital Cream London event.
Alongside details of the trends that emerged from the event, the briefing includes best practice tips, case studies and market data.
A separate report highlighted the scale of the challenge facing businesses, as despite the massive growth in mobile traffic almost half (45%) of companies still don’t have a mobile-optimised site or app.
It’s a case of déjà vu. A decade ago the rise in popularity of Flash steered many web designers down the wrong path. It wasn’t the fault of the technology, but of the people using the technology. Just because you can do something doesn't mean you should. I'm all for innovation, but innovation should not be regressive.
Make no bones about it, HTML5 design is a massive, musty elephant in the room, and it is about to charge. In its path lies a flailing, unarmed Jakob Nielsen, backed up with legions of user experience professionals, who are gently sobbing. GoDaddy CEO Bob Parsons, the noted elephant slayer, is nowhere to be seen.
So, below are some examples of user experience badness. The irony is that I spotted many of these examples in posts like this one, dedicated to ‘fresh HTML5 design inspiration’. For the purposes of clarity I am not pointing the finger of blame at HTML5 itself, but the 'HTML5 design' themes seen on lots of sites which suffer from the issues outlined below.
In the debate over mobile websites versus native apps, native app detractors frequently make a seemingly good point: there are just too many native apps, so you can't expect consumers to install and use yours.
For companies hoping customers and potential customers, that assumption has a significant implication: if your mobile strategy is native app-centric and you don't have a mobile-friendly website, you might be missing out on the mobile opportunity.
Thanks in large part to the popularity of the open-source model, companies of all shapes and sizes have access to technologies that would have cost six and seven figures to develop in-house a half a decade ago.
From high-performance data stores to countless software libraries, there are plenty of open-source technologies that make building a sophisticated web-based service far less costly and time-consuming than it would have been.
Facebook, may not yet be an expert source for advice on consumer internet monetization, but when the world's largest social network talks technology, the industry listens.
So when Facebook CEO Mark Zuckerberg suggested that his company made a mistake in betting on HTML5 and decided to rebuild the Facebook iOS app in response to user criticism about poor experience and performance, a lot of people took note.
Facebook may have dropped HTML5 for native to build a better iOS app, but despite the social network's high-profile breakup, a new survey of more than 4,000 developers indicates that HTML5 is not down and out.
In fact, it's far from it according to mobile app development software vendor Kendo, which found that 94% of mobile developers it polled are either using HTML5 today or plan to use it this year.
As mobile's prominence has grown, so too have the myths about what it takes to create and execute on a successful mobile strategy.
Given the size of the mobile opportunity, the size of the challenges and the speed with which mobile ecosystems are evolving, it's not surprising that many of these myths are accepted at face value. Unfortunately for companies trying to make mobile progress, some of these myths are detrimental.
For steaming music subscription service Spotify, the web hasn't been all that important.
To play their favorite tunes, Spotify's users fire up Android and iOS apps, or download a Spotify desktop application.
But as the company looks to increase its exposure through social media and partnerships with companies like Yahoo, that's changing.
There has been a lot of talk about Facebook and its monetization of mobile, but before the company can monetize its rapidly-growing mobile audience, it needs to make sure it's providing a quality mobile experience.
Unfortunately for the world's largest social network, the Facebook iOS app, which was built using HTML5 to more easily support development across multiple mobile platforms, has historically been considered a poor effort. A frequent complaint: it's too slow.
If you're hoping to cash in on the tablet and smartphone revolution, there's good news and bad news. The good news: internet usage on tablet and smartphone devices continues to surge, creating significant new opportunities in the process. The bad news: expectations are high.
Whether you have a dedicated mobile site or have invested in a responsive design, consumers expect your website to load within seconds on their tablets and smartphones. If it doesn't, you just might have to kiss a sale goodbye.
According to stats from Uberflip, HTML5 is being used by almost 50% of developers, and is projected to grow to 80% within the next three years.
This infographic summarises the potential benefits of HTML5, and looks at how some brands are using it...
Of the few markets in which Flash is still relevant, gaming is perhaps the largest. Despite the fact that Adobe seems intent on killing Flash, for many game developers, Flash is still a necessity.
The big question, of course, is for how long? There's a lot of excitement about HTML5, and some game developers have actually been experimenting with HTML5 game development.