HTML5 – Future of the web (Of Winners and Losers)
HTML5 and the related technologies augmenting and complimenting it are set to modernize the technology of the web. HTML5 is an umbrella term that is often used to include HTML5 itself, plus scores of enhancements to programming and media control capabilities, but the technical changes are just the beginning of HTML5′s impact. What follows are the new capabilities which will be big changes in how money can be generated on the web. There are going to be both significant winners and losers.
Content providers are the clearest winners from the widespread adoption of HTML5. Instead of having to develop dedicated applications for each mobile platform, to give their customers a compelling experience, they will be able to offer a single, HTML5-based offering that will run across desktops and mobile devices — greatly reducing their development costs.
• DirecTV has launched an HTML5 interface using cross-platform HTML5 framework Sencha, for example.
• Comedy news site The Onion was able to develop its tablet front end in only 6 weeks by relying on HTML5.
Even more important for content providers, making their sites available through HTML5 “web apps” can break the monopoly of app stores. Instead of paying Apple a 30% royalty on a magazine or newspaper subscription, for example, publishers can sell the subscriptions to customers directly — since they won’t need to have their applications distributed through an application store anymore. A simple web authentication of a subscription will suffice, and the web app would be available from any device that supports HTML5.
• The Financial Times has already gone this route, trumpeting the business value, and the added convenience of a single sign-on and consistent interface across platforms for consumers.
Also breathing a sigh of relief as HTML5 is adopted will be the developers of cloud-based software solutions. Box.net has already announced an HTML5 front end, as an alternative to running dedicated applications on each client platform. Other enterprise software vendors using the cloud, like Salesforce.com, aren’t far behind in adopting HTML5 as their client platform. Since the entire premise of the cloud is that everything should be available everywhere, it is only a matter of time before almost all cloud services veer towards HTML5 front ends to become universally accessible.