It’s now clear that mobile is the path consumer markets are leaning towards to utilizing mobile apps as their preferred way to conduct e-commerce. According to a study by Gartner, 70% of customer interactions will originate from a mobile device by 2015. More and more organizations are realizing that mobile can significantly impact their core business operations and are transitioning to a mobile-based strategy. Therefore, iTexico partnered with Propelics to deliver a webinar: "HTML5 vs Native Apps: Demystifying The Decision Making Process" Here we present the slides from the last webinar.

1. Welcome.
@propelics
@itexico
Questions, Comments
to #mobilestrategy
HTML5 vs. Native
Apps: Demystifying
the Decision
Making Process
April 11th, 2013

2. #mobilestrategy!
Propelics Background – About Us
• 15+ year track record
• Fortune 500 clients
• Global experience
• 100% focused on mobile
for the Enterprise
• San Jose, Boston,
Pittsburgh
2
Propelics creates mobile strategies and world class
Apps for the Enterprise.
Trusted by companies like yours:

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4. #mobilestrategy!
iTexico Background – About Us
4
Your partner in building and managing mobile and
technology solutions
Some of our clients:
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Design!
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6. #mobilestrategy!
Adam Bookman: Partner - Propelics
Adam has been the brains behind
many mobile product and program
launches. He has advised
companies on mobile strategies for
Business as well as IT.
He continues to be a “Trusted
Advisor” to some of the leading
brands around the world. Adam is
frequent speaker at conferences
related to mobile.
6

7. #mobilestrategy!
Richard Dutra: VP Business Development - iTexico
Richard is a Silicon Valley
executive and entrepreneur who
loves building startups and being
part of ground floor companies. He
believes mobile will be the single
most important device we own and
its capabilities are endless.
His mission is to empower
organizations by helping them
realize their mobile strategies and
transforming them into meaningful
solutions.
7

8. #mobilestrategy!
Agenda!
• Market Trends
• The HTML5 vs. Native Conundrum
• 6 Considerations in deciding HTML5 vs. Native
• Q&A
Missed your topic? propelics.com/lets-talk!
8

9. By 2015, 70%
of your customer
interactions will originate
from a mobile device…”
Source:
Gartner
2011

10. 2012 was the year of
planning for mobile.
2013 is the year
of action.

11.
Source
Yankee
Group,
2011
and
2012
Transition from B2C to
B2E and B2E2C!
Drivers are beyond
“BYOD”!
Beyond Cost Savings!
Organizations are
beginning to identify how
mobile can impact their
core metrics!

12. The Mobile War is Over.
The App Has Won.
Source
Flurry
Analy=cs,
comScore,
NetMarketShare

13.
Source
ReadWrite
Mobile

14. Regardless of CIO need, it’s the
experience that creates the demand.
#mobilestrategy!

15. #mobilestrategy! 15
HTML5 or Native?
An uninformed decision can
result in considerable extra
expense, dissatisfied users
and poor performance and
experience.!

16. Demystifying the
HTML5 vs. Native
Decision

17. 6 Key Considerations

18. 1. Let the Mobile Use Case Drive the
Decision
2. Availability of Development Skills
3. Maintenance and Support
4. Performance
5. Security
6. Avoid Re-Litigating the Decision
for Every App Idea

19. #1. Let the Mobile Use
Case Drive the Decision

20. Avoid Square Peg –
Round Hole
Syndrome

21. #1. Let the Mobile Use Case Drive the Decision – HTML5
The site http://mobilehtml5.org/
is a good resource that maps
specific HTML5 functions vs.
different mobile browser
versions ! 21
Pros!
Cross Platform Deployment Cost!
Update Speed !
Availability of Skill Sets!
Support Multiple Platforms!
Quicker Learning Curve!
No App Store Approvals Needed!
Cons!
Performance!
Pixel Perfect UX!
APIs to Platform Specific Features!
Extensive Offline Support!
App Monetization!
Inconsistent Browser Support!

22. 22
Intermittent Experiences
Large Diversity of Devices / OS
(Public Facing or BYOD)
Content Centric Consumption
Traffic from Search / Social
Security of Data at Rest
Primarily Connected Access
#1. Let the Mobile Use Case Drive the Decision – HTML5

23. #1. Let the Mobile Use Case Drive the Decision – Hybrid
23
Pros!
Mix Web Code with Native Wrapper!
Less Code to Support Multi-Platform!
App Store Experience !
APIs to Access Device Features!
Make Changes w/o Resubmit to App Store!
Cons!
Performance – Browser Dependent!
Requires More Specialized Dev Skills!
Native Apps that Don’t Look Native!
Risk of App Store Rejection!
Extensive Offline Support!
Inconsistent Browser Support!
Gartner predicts that
by 2016, over 50% of
Mobile apps
deployed by the
enterprise will be
Hybrid.!
-Gartner Predicts Feb. 2013!

24. 24
Accommodate Multiple Platforms
Deliver “App Store” Experience
Content Centric Consumption
Direct Traffic
Ability to Utilize More Native
Controls
Better Offline Support
#1. Let the Mobile Use Case Drive the Decision – Hybrid

25. #1. Let the Mobile Use Case Drive the Decision – Native
25
Pros!
Rich User Interface!
Best App Performance!
Most Secure!
Hooks into all the device APIs!
Extensive Offline Support!
Monetization!
Cons!
More Difficult to Support / Maintain!
Increased Time to Update / Distribute!
Skills Can be Hard to Find!
Limited App Portability!
Expensive!
“The CIO may think they
are going to spend the
next two years deciding
what the next hybrid app
framework is. In the
meantime there will have
been an awful lot of iOS
and Android apps built.”!
!
- James Governor – RedMonk!

26. 26
Heavily Used
Needs to be Fast
Use of Device Features like
Camera, Calendar, Notifications,
Orientation, Shake, NFC
User Experience is Paramount
Interaction Drives Business Process (Decision Making
in UI)
Security and Distribution Control are Important
Offline / Store and Forward Use Case
#1. Let the Mobile Use Case Drive the Decision – Native

27. Resist the One-
Size Fits All
Temptation

28. #2. Availability of
Development Skills

29. #2. Availability of Development Skills
29
• How many platforms & form factors will you decide to support?
If you are planning to build a Native App, pretty much each platform
is going to need at least one developer.
• Chances of finding someone who is good at all three
development platforms is extremely rare.
• Today, developers familiar with web technologies are more
abundant, easier and cheaper to hire than experienced Native
developers.
• Experienced front end mobile web developers possess high in-
demand skills.
• If you are going the Hybrid route, again, you are looking for
someone with the above JavaScript knowledge and knowledge
of the platforms you are using.

30. #3. Maintenance and
Support

31. #mobilestrategy!
#3. Maintenance and Support
31
Two factors complicate the situation for
Native/Hybrid Apps over Web Apps.!
!
• You need the user to download the latest version!
• In the iOS App store there is a lag of up to a week. In Web
Apps, you don’t face these challenges; your users are always
using the latest version!
• Develop an ongoing App Support Plan to protect your
investment!

32. #4. Performance

33. #mobilestrategy!
#4. Performance
33
A central part of user experience is
performance of the application on the mobile
device. !
• Performance comes in two forms: rendering and loading.!
• Disparity in performance between Native Apps and HTML5.!
• The performance gap between HTML5 and native is so
great that even non-technical users easily notice the
difference.!

34. #5. Security

35. #mobilestrategy!
#5. Security
35
Along with Performance, Security is one the
bigger advantages Native Apps have over Web
based Apps.!
!
• Source Code Visible!
• URL based Vulnerabilities!
• Data on Device!
• Data in Transit!

36. #6. Avoid Re-Litigating
the Decision for Every
App Idea

37. #mobilestrategy!
#6. Avoid Re-Litigating the Decision for Every App Idea
37
Build a Framework for HTML5 vs. Hybrid vs. Native Decisioning:
• Consider User Population, Supported Devices
• Customer or Employee?, Corporate Owned or BYOD, Tablet or Phone
• US Statistics:
• Corporate Activations: iOS 77% of activations (and rising), iOS and Android account for
99.7% of all corporate activations smartphones and tablets
• BYOD: At least for now, native = iOS and Android
• Public Market: iOS and Android account for 91% of smartphone activations
• Process Innovation vs. System Access
• Control Over Device Types?
• Approved BYOD (reduces Android diversity)
• App Use Case
• Location, Connectivity, Frequency of Use, Business Criticality, Brand / Visibility,
App Functionality
• Performance
• Security
• Maintenance / Support

38. 1. Let the Mobile Use Case Drive the
Decision
2. Availability of Development Skills
3. Maintenance and Support
4. Performance
5. Security
6. Avoid Re-Litigating the Decision
for Every App Idea

39. One More Consideration:
The cost of doing nothing
due to “Analysis Paralysis”

40. #mobilestrategy!
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Propelics & iTexico
Special Offer
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Advisory Call
info@propelics.com
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40
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41. #mobilestrategy!
Thank you
(Q&A)
@propelics @itexico

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