PPA Digital - Native vs HTML for Publishers

Native vs. HTML 5!
Jon Marks (@mcboof)!
Co-founder, Kaldor Group!
Creators of Pugpig (pugpig.com)!
!
PPA Digital Publishing Conference!
18 Sept 2013!
#ppadigital

I care how users
discover my apps ...

... and that they
have a delightful
experience ...

... so that they tell
all their friends
about it ...!

... and part with their
hard earned cash.!
!

I'd prefer not to give up
a cut of my revenue ...!
!

... and I'd like to keep
control of my user data.!
!

I want a product
reimagined for
digital ...!

... that embraces the
platform it is on ...!

... and works on any
form factor, present
and future.!

It must work offline
supporting a lean
back experience ...!

... sending engaging
notifications and
downloading content
automatically ...!

... while supporting
my rich advertising
and analytics needs.!

Most importantly, I
need to future
proof my content ...!

... future proof my
workflow ...!

... and future proof
my technology.!

So what has all that got to
do with HTML5 versus Native?!
!
Pretty much everything. Let's
run through that again.
HTML! Native!

I care how users discover my apps ...
App Stores aren't
great, but they're
better than nothing.
Get featured!
1
The Chrome Store and Firefox Store
ain't exactly winning. And you can
link to your app from the web too. HTML! Native!

... and that they have a delightful
experience ...
Native apps currently
provide a faster,
smoother experience.
Don't agree? Show me a single pure HTML5
publisher app that comes close to the
numerous good native ones.
2
HTML! Native!

... so that they tell all their friends
about it ...
Native sharing isn't
any good without a
web link to share.
And don't put the share target behind a
paywall. Sharing is caring. Relax a little.
2
HTML!
1!
Native!

... and part with their hard earned
cash.
On iOS especially, the
one click payments
make a massive
difference.
Apple, Amazon and Google have tens of
millions of credit cards on file. You don't.
3
HTML!
1!
Native!

I'd prefer not to give up a cut of
my revenue ...
70% of a lot beats
100% of nothing. But
100% of everything
wins.
If you acquire the users you can through
your channels and consider the rest a
bonus, the cut ain't so bad.
3
HTML!
2
Native!

... and I'd like to keep control of
my user data.
Acquire as many users
as you can directly
outside the native
ecosystem.
Even if the terms seem okay today, you
might get shafted by Cupertino tomorrow.
3
HTML!
3
Native!

I want a product reimagined for
digital ...
I need responsive,
interactive layouts.
Please, Lord, not a
replica.
And preferably not an enhanced edition with
interactive overlays. As Henry Ford almost
said: "Reimagine a horse-drawn cart, don't
enhance it."
3
HTML!
4
Native!

... that embraces the platform it is
on ...
On iOS it should feel
like iOS. On Android
it should feel like
Android.
Either make a good mobile web site, or an
app that plays nice with the host. Don't make
an identity crisis.
4
HTML!
4
Native!

... and works on any form factor,
present and future.!
WebKit has spent 1403
man years working on
responsive layout. Want
to compete with that?
Tablets. Phones. Desktops. Televisions.
Watches. Glasses. Billboards. Cars. Fridges.
Hot air balloons. Implants.
4
HTML!
5
Native!

It must work offline supporting a
lean back experience ...!
It's too damn hard
with HTML5. And
offline support means
it is also faster online.
Test on shitty data connections too. Like on
a train trip with plenty of tunnels. Like
your users do.
5
HTML!
5
Native!

... sending engaging notifications
and automatic background
downloads ...
Currently, if a web
app isn't running, it
pretty much doesn't
exist.
Automatic background downloads are big.
People engage with your content when they
are stuck offline. The content should be
stuck with them.
6
HTML!
5
Native!

... while supporting my rich
advertising and analytics needs.!
While the ads are
authored in HTML, you
need a native container
for good ones.
These two are a big deal, right? Advertisers
pay you money. And you need good data to
support it.
7
HTML!
5
Native!

Most importantly, I need to future
proof my content ...
Make sure it is
structured and
semantic and can
outlive the container.
Don't bury it in InDesign files forever.
Structured content means an API. Which
means new dynamic, personalised products
you can sell.
7
HTML!
6
Native!

... future proof my workflow ...
Make sure it is digital
first. Print first is a
bit daft when print is
gone.
Audio cassette first? CD first? DVD first?
Print isn't like that. It'll be around forever.
Ha ha ha.
7
HTML!
7
Native!

... and future proof my technology.
The native wrappers will
die in the future. Be
ready for the change,
although it'll be a while.
The Year of Mobile was “next year” from
2002 onwards. It was actually 2011. The Year
of HTML is “next year”. It’ll actually be 2017.
You heard it here first.
7
HTML!
8
Native!

Shit. That's close. This
is like Sophie's Choice.
I still can't decide.
HTML!
8
vs.
7
HTML!
8
Native!

So don't choose. Get
the best of both
worlds. Go hybrid.
+
7
HTML!
8
Native!

And I'm the smoothest hybrid in
town.!
!
Any questions? I'll be at the bar. And Twitter.!
!
@McBoof!
#ppadigital!
pugpig.com!
!

PPA Digital - Native vs HTML for Publishers

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PPA Digital - Native vs HTML for Publishers