Hypertext Markup Language. What is it for the mobile world? On its most rudimentary level, it’s a universal, “device-agnostic” language used for developing experiences within the browser. It’s cost-effective and universally recognized.

However, some people see HTML 5 as the inferior sibling of apps – the kid who will always play catch-up, but never reach or surpass his brother. Others see HTML 5 as a clear winner – the stable solution with a long-term edge over rampant mobile app development. So which of these two ideas holds true? At Onswipe, we strongly believe that HTML5 embodies the future for developers. Let’s take a close look at the benefits it provides as well as the statistics behind this push for universality.

• Financial Accessibility: HTML 5 allows developers to provide an app-like experience within the browser, without requiring users to actually download an app. This significantly mitigates costs for a company, and apps typically pose more barriers to entry.
• Universality: HTML5 is device-blind – that is, it was not built for a specific piece of hardware, but rather as a common language for the entire world wide web.
• Openness: There is no gatekeeper. In other words, no single company is able to exert influence on HTML5 updates or require purchases for their in-browser experiences.
• Expertise: An iOS developer is much harder to find and more costly to hire than, say, a traditional software engineer.

Interestingly enough, 78% of people agree that HTML5 is usable for building mobile apps.

With this many developers believing in HTML5′s ability to produce solid mobile experiences, there’s a bright prospect for the future of HTML5. While the potential of HTML5 may not be as great as apps for media-heavy or extensively interactive mobile experiences, it seems to be a plausible solution for most businesses.

In addition, BI Intelligence reports that nearly 90% of developers claim to be VERY interested in building for the HTML5 mobile web and other platforms. 

Now that we’ve established that there is a strong demand for building for the HTML5 mobile web, let’s move on to a more compelling question: what kinds of software are these developers looking to build? It turns out that 87% of developers are looking to use HTML5 for building desktop sites on the mobile browser. This is because the costs associated with in-app development are astronomical compared to developing with HTML5.

Types of mobile software developers intend to build with HTML5 (BI Intelligence)

Here at Onswipe, we’ve committed ourselves to the prospect of HTML5. We’ve successfully woven it into the mobile browser for a seamless, app-like feel. Publishers who have partnered with Onswipe reap the benefits of increased time spent on site as well as pages per visit. They spare themselves of grueling app development costs, and since publishers typically don’t require graphically demanding interfaces, HTML5 is more than sufficient for an engaging experience. The numbers we’ve stated demonstrate that although HTML5 might not necessarily be a silver bullet that alleviates all headaches associated with app creation, it certainly eliminates a lot of them.  And for publishers, this means HTML5 is a cost-effective alternative to apps for mobile development.

What are your thoughts about using HTML5 for the mobile experience?

Let us know on Facebook, Twitter, and Linkedin, and while you’re at it, don’t forget to like &  follow our pages for awesome updates!

About Onswipe

Onswipe makes it insanely easy for publishers of all sizes to make their content and advertising a beautiful experience on touch web browsers.

Onswipe Phablet

If we observe the evolution of the cell phone since its inception, we see a prominent pattern – more features in a progressively smaller device. But as of late, the reverse has been occurring: cell phone manufacturers are attempting to differentiate their products from competitors by increasing screen size and clarity. Samsung was the first company to break the 5-inch barrier for cell phone size, blurring the once-definitive line between tablet and smartphone. In fact, their slogan for the Galaxy Note is “Phone? Tablet? Best of both.”

And with this progression emerges an entirely new niche of mobile devices – the phablet, a phone whose screen is 5 inches or more. The phablet aims to have the mobility of a cell phone while having the clarity and functionality of a tablet device. However, as ideal as this sounds, is the phablet merely a fad destined to burn out with time, or is it a viable solution that successfully incorporates the respective functionalities of both types of devices?

Moreover, will phablet sales cannibalize sales of existing tablets and smartphones within companies like Samsung? And if so, is it a problem worth addressing?

Let’s take a closer look at the numbers to answer this question.

According to a Barclays forecast, the 143 million phablets shipped this year will increase to 350 million in the next 3 years.

Projected Phablet Shipments in the next 3 years (Business Insider)

Granted, the phablets have not caught on nearly as much domestically as they have internationally. Phablets have garnered tremendous accolades in Asia, where the bulk of phablet sales occur. Still, Samsung sold 8 million Galaxy Notes during the last quarter of 2012, a small statistic compared to the 20 million Galaxy SIIIs it sold within the same time frame.

Phablets are here to stay

Phablets undoubtedly fill a niche that has been missing ever since the smartphone era started. For example, they attract new customers who do not want to purchase a tablet and a smartphone separately. Thus, there is probably minimal concern about cannibalization of sales, because the phablet audience is separate.

By combining the ideal aspects of a tablet and smartphone, a phablet’s screen clarity is superior to that of conventional smartphones, while its mobility is better than that of tablets. The primary drawback to phablets, though, is their potential reputation – manufacturers must be cautious about the way they market these devices, since they are prone to being perceived as either inefficient smartphones or compromised tablets.

A larger audience = good prospects for digital publishers

Because phablets place a heavy emphasis on media viewership on the go, there is even more room for expansion in the publishing world. Rich media will only be more appealing to users as their mobile screen size and clarity increases. As Business Insider reports,

“According to an August 2012 Kantar Worldpanel study, consumers using larger phone screens are more likely to engage in just about every media-related activity, even those where the display plays a limited role, such as listening to music. For activities where screens are important, like video viewing and Web browsing, the difference was even more pronounced.”

This leaves tremendous potential to make media experiences better than ever. With a faster processor and a larger screen, users will continue to transition from using their desktop computers to reading publications and watching videos on their mobile devices. 

Our Two Cents

What does this prospect mean for mobile platforms like Onswipe? More refinement. More beauty. More time devoted to reading through content. We think that the phablet is eventually going to be an integral part of mobile traffic – more people will be using these devices on the go than they will tablets because of their more compact size. They will simulateneously spend more time browsing content on the mobile web than they would on a conventional phone as well.

So there we have it: increased time spent on a publisher’s site as a result of an enhanced user experience from a beautiful screen and a portable size.

The role of screen size in media usage (Business Insider)

 The combination of a larger screen size and lightning fast LTE networks facilitates a sort of transition to increased media viewership, but there are also a couple issues with the Phablet that must be addressed.

Seeing the Galaxy Note in person immediately elicits the response, “That’s a cell phone?! It’s huge!” because it doesn’t fit too well in your pocket or hand. Another potential issue is battery life – larger, brighter screens, as aesthetic as they are, require significantly more power than do conventional smartphones. But will these issues be enough to prevent consumers from purchasing these phablets? If we look at the forecasted statistics, the answer would be no. It appears that phablets are here to stay, although their sales volumes will remain lower than those of smarthones and tablets for the time being.

What are your thoughts on phablets?

Let us know on Facebook, Twitter, and Linkedin, and don’t forget to like/ follow our pages while you’re at it!

About Onswipe

Onswipe makes it insanely easy for publishers of all sizes to make their content and advertising a beautiful experience on touch web browsers.

//Cross-Platform Viewership: Making mobile and TV integration happen//

Your once far-fetched notion of adding mobile to your television viewing experience is slowly becoming a reality. Apple’s AirPlay feature, for example, lets users project whatever is on their iPhone or iPad screen onto a larger monitor by way of an Apple TV. But that’s not exactly what we mean here when we say “cross-platform experience”: instead, we are referring to a symbiotic relationship between your mobile device and the television program you are viewing.

A recent study (the Nielson Cross-Platform Report) found that 85% of mobile users use their device(s) simultaneously while watching TV, and 39% do so on a daily basis. To many broadcasters and advertisers, this statistic suggests some significant unrealized potential. With such a high volume of device usage in conjunction with TV viewership, wouldn’t a bridge between the two imply a dramatically improved value proposition for mobile devices? Possibly, but not for certain.

Percent of smartphone users who use their phone while watching TV (Business Insider/Nielsen Cross-Platform Report Q2 2012)

However, these statistics do not reveal the activities in which users are engaged on  their devices while watching television. Are they browsing content relevant to the program at hand, or are they simply trying to make the commercial break seem faster by checking e-mail, tweeting, etc.? While the answer can be quantified, it truly depends on the level of interest the viewer has in the program.

Mobile Device Activity while Watching TV (Business Insider/Nielsen Mobile Device Connected Report Q1 2012)

Looking up program related information on a tablet or smartphone while watching TV is only the 5th most documented activity. The 6th and 7th activities pertain to advertising: users who look up product info or coupons and deals seen from a TV ad.

As one would expect, the most common activities among users who are watching TV is checking e-mail.

So although the percentages of people engaging in TV-relevant activity is small in comparison to other activities, the pool of people is still astronomical since all device owners presumably have a TV.

Existing 2nd Screen Attempts

The concept of tying your mobile device to a TV program is not exactly new, either; during the Superbowl, for example, CBS offered live streaming on its website with access to camera angles not shown on the regular network. Showtime’s “Sync” for iPad is another existing second screen supplement that generates relevant content to the current show at hand.

What does this mean for advertisers?

There is currently tremendous unrealized potential for advertisers and broadcasters. Since this is a relatively novel concept, it hasn’t been carried out by most networks. In fact, the percentage of people who will even engage with relevant content on their devices might be really small; nonetheless, even a minuscule percentage of television viewers could generate hundreds of millions in ad revenue. The only concern here is whether incorporation of the second screen with the original TV experience would be a fad destined to fail, or a sustainable solution for networks and advertisers.

Another factor to consider are demographics. What age group is most likely to use their devices while watching television? According to the Pew Research Center, 81% of people between 18 and 24 years old are most likely to do so, while only 16% of individuals over 65 would probably use their devices simultaneously.

Audiences most likely to use their device while watching TV (Business Insider/Pew Research Center)

What do you think of the cross-platform experience (Mobile and TV integration)? Is it a viable solution for creating value for users? Would you partake in it if you had the option?

Let us know on Facebook, Twitter, and Linkedin, and don’t forget to like/ follow our pages while you’re at it!

About Onswipe

Onswipe makes it insanely easy for publishers of all sizes to make their content and advertising a beautiful experience on touch web browsers.

Problem with the Apps-Mosphere

Let the comparison between the mobile app vs mobile website continue. In our Part 1 of “The Problem with the Apps-Mosphere,” we documented the problem with apps – specifically, the fact that the market in which they stand is over saturated. We mentioned that the app market expanded 49% between 2011 and 2012, whereas the smartphone ownership only increased by 10%. Moreover, as the infographic from AppsFire indicates, just over 10% of all apps see any kind of success, a dismal statistic to say the least.

Granted, the competition is fierce, and as economic competition suggests, competitors will enter the market with a similar offering if they see an existing one going strong, until equilibrium is reached. That said, there are many different apps on the market with little to no product differentiation, and perhaps this is a valid explanation for the lack of success that most apps see – they are imitations of a greater one.

Regardless, apps pose an undeniable problem for growing businesses. Companies whose business models do not require apps as a keystone for success should therefore think twice about developing them. It’s costly, and unless you have a sizable budget, it’s going to be extremely difficult to stand out in the masses without adequate marketing.

Think about the touch points necessary to discover and download an app from a customer’s standpoint. First, the customer needs to be aware of the app’s existence before anything can happen. Say, for example, he happens to see an ad for it while browsing on his mobile device. Then, he would have to touch the ad to learn more, closing out the browser and redirecting to the app store. Upon reaching the app store page, he would read reviews and browse through screenshots and descriptions about it. It is not until all of these hurdles are jumped that a person will download an app. Added to this the cost of marketing, regulatory constraints, etc., you have yourself a lopsided ratio of costs to ROI. The numbers tell a better story:

The Average Cost and Reach of Apps vs. Mobile Sites (Mashable)

Adding support for other devices increases costs by 3x on average as well, and even then, reach is still not as good as a universally compatible mobile website. The number of prospects reached for every dollar is dramatically higher with a mobile site, and thus more cost-efficient.

Granted, developing a mobile website does not give you the flexibility that an app does – that is, your UI might not be as impressive and responsive. But with the advent of HTML 5, companies like Onswipe are constantly refining the mobile browser platform to work very similarly to a regular app but with the cost and reach of a mobile website.

In essence, a tablet-optimized platform like Onswipe’s achieves the best of both worlds – avoiding the cost of app development while simultaneously achieving an app like experience with maximized prospect reach. 

The mobile browser is quickly becoming more powerful and compatible with rich media, and this transition is clearly paving the road for more effective mobile website development. So unless a business has the intention of creating an interactive game or something similar, mobile websites are truly the way to go.

So with that, we conclude the comparison between the mobile app vs mobile website. What do you think? Is the mobile browser is a better way to go? Let us know on Facebook and Twitter, and don’t forget to like or follow us while you’re at it! Stay tuned for company updates, musings, industry news, and much more.

Apps Infographic by AppsFire (Click to Enlarge)

Part 1 of Problems in the “Apps-Mosphere” addresses the issue with app development. Part 2 discusses ways companies can avert these obstacles.

It’s quite difficult to fathom that less than 7 years ago, mobile apps did not exist. Better yet, the notion of a mobile browser was of little significance. Flip phones like the Motorola Razr were still the cool thing to have, and cameras that took pixelated, low-resolution images were considered a marvel of innovation.

Fast forward to the end of 2012, 5 years after the first generation iPhone (read about iOS 6.1) and Android devices came to market.

And here, we see a digital world consisting of 1,025,208 apps (AppsFire)

But this number alone doesn’t tell the entire tale. Powering through lines and lines of code that ultimately reach the hands of users is not by any means an easy task. The competition is fierce, and the reality is undeniable – of these 1,025,208 apps ever created, 111,543 were successful. To put this into perspective, that’s a mere 10.88%. So about 1 in 9 apps garner any interest whatsoever, and the rest gain little to no traction and ultimately become inactive. This is not a promising statistic for any developer, although beating the odds with a valuable product offering is still possible.

The problem with apps is that their market has become saturated over the years, to the point that many variations of the same product are offered in the app store. With each passing year, more apps are created; about 33,000 more apps were developed in 2012 than in 2011, at a count of nearly 340,000. In other words, the app market expanded by 49% in just a year. In conjunction with these numbers, we’ve only seen a 10% increase in smartphone ownership from 2011 to 2012. The rate of smartphone ownership growth does not account for the exponential growth we are seeing in the “apps-mosphere,” and that is certainly indicative of a fiercely competitive market.

Apps Infographic by AppsFire (Click to Enlarge)

However, this isn’t to say that app creation is a fruitless endeavor – apps unarguably make our lives efficient albeit more entertaining. Games, task lists, photo editors, and the list goes on indefinitely – the open ended competition in the “apps-mosphere” facilitates a sort of natural selection process that distinguishes valuable apps from inferior ones.

But if app development is not necessary for success – that is, if companies (namely publishers) are looking into apps to supplement their business as opposed to designate them as a keystone for survival, then it might not be a viable decision.

Specifically for those in the publishing industry where app development can be avoided entirely, do the benefits reaped from app development account for such high opportunity and financial costs?

Perhaps the mobile browser is simply a better, low-cost alternative that, with the advent of HTML 5, will reap publishers more benefit in the long run.

Stay tuned for Part 2, where we discuss the power of the mobile browser as an alternative to app development in further detail.

What are you thoughts on tablet browsing as opposed to in-app usage? Let us know on Facebook and Twitter, and don’t forget to follow/like our pages to stay in the loop with company musings, industry updates, and much, much more.

More on Infographics:

Infographic: Year of the Tablet

About Onswipe

Onswipe makes it insanely easy for publishers of all sizes to make their content and advertising a beautiful experience on touch web browsers.

Check out the tips laid out by Onswipe’s Chief Revenue Officer, Jared Hand, on how to make the best of advertising on tablets published on Digiday: “Tablet Ads Dos and Don’ts”

“With touch-screen functionality, the portability and location-aware characteristics of mobile, and the browsing and content consumption similarities to desktop, the tablet has created a massive opportunity for advertisers and publishers to rethink the digital ad experience from the ground up. People expect a different experience when consuming content on their tablet, which gives marketers and advertisers the chance to connect with readers and users in unique and more meaningful ways than currently exist online.”

Read More on Digiday

Whew! The office is finally calming down after last week’s hellacious push before the release event for three new Onswipe products. But the world moves on: We’ve got new interns, new sites, and a kickass shout-out on the Today Show! Yup, the summer is off to a crazy start, and here’s the story roundup for the week.

Prepare Yourself: All Your Apple Devices Are Becoming Obsolete

The net is burning with rumors about next week’s Apple developer conference, WWDC. Look for upgrades to nearly their entire lineup, including the MacBook Pro, the MacBook Air, and more. (Gizmodo)

iPad Owners Still Very Much in Love

ChangeWave Research found that in addition to the 81% of iPad owners who are “very satisfied,” 15% reported being “somewhat satisfied.” That brings the iPad’s total satisfaction rating to 96%. The next best-rated tablet was the Samsung Galaxy tab, which received 46% “very satisfied” responses. (ComputerWorld)

Kindle Fire Going Down in Flames

InfoWorld’s Bill Snyder breaks down why the Kindle Fire’s numbers are plummeting, and he pulls no punches, writing: “When it comes to the Fire, it appears that familiarity breeds contempt.” Ouch. (InfoWorld)

Beneath Veneer of Tablet Industry Boom, Lawsuits Rage

Apple is suing both Motorola and Samsung over alleged iPad copying, with judges considering questions like: “Is every non-iPad tablet an iPad wannabe, or singularly unique in its own way?” Verdicts are expected in late July. (Wall Street Journal)

A complete non-factor 2 years ago, the tablet market is set to turn the world on its head in 2012.

That’s because more people are seeing a value in the not-quite-smartphone, not-quite-laptop devices. And, at the same time, new brands are being marketed with various screen sizes and price points, appealing to users with different interests.

Publishers, television stations, and others are beginning to understand how to leverage the form, too. New products and tablet-optimized experiences are creating an audience of content consumers that didn’t exist before.

According to comScore’s Digital Omnivore report, it took 7 years to sell 20 million smartphones. It took only 20 months to sell 20 million tablets.

The same company has predicted that in 2012, more than 100 million tablets will be sold. Gartner announced earlier this year that they’ve increased their previous prediction for tablets sold in 2012 to almost 119 million.

“The growth in this market is unprecedented,” Dmitriy Molchanov, a Yankee Group analyst, told Business Wire in 2011. “The tablet sales curve is rising faster than that of HDTVs, handheld gaming consoles, or even MP3 players.”

Part of the reason for the rapid growth is that tablets provide a convenient means for users to connect and engage frequently in online activities such as social networking and online gaming.

Additionally, the Kindle Fire and the NOOK tablet, which were both released in 2011, marked critical turning points in the mass adoption of tablets devices because their lower prices made them available for those who couldn’t afford Apple products. In 2012, Android devices will flood the market for consumers with lower price-points, too.

Apple, however, will still dominate the market – at least for now. Thanks to the brand’s loyal followers, the iPad3 release has been one of the most talked-about product releases of 2012. In the United States alone, 3 million iPads were sold during the first weekend of availability.

The tablet market’s growth won’t be limited to the United States. Instead, many of the early adapters are from overseas. The demand for tablets is higher in the international market, especially in countries like the UK, Germany, France, Japan, and China.

The computer market won’t feel too sharp of a drop off immediately, but over time, there will be a noticeable effect. Young people may choose tablets over personal computers, especially those concerned about durability because tablets are seen as more portable. Experiments in form factor – like detachable keyboards, screen size and pen/stylus solutions could increase use among younger demographics, too. Older customers may hold out without replacing their personal computers until absolutely necessary.

The tablet industry’s growth has led Cisco to predict that mobile-connected tablets will generate almost as much traffic in 2016 as the entire global mobile network did in 2012. The amount of mobile data generated by tablets in 2016 will be approximately equal to the total amount of global mobile data traffic in 2012. The number of WiFi connections should increase at the same or a slightly faster rate.  In December 2011, WiFi connections drove 40.3% of mobile internet connections and 92.3% of tablet Internet connections in the US.

To accommodate the demand, mobile broadband plans are starting to cater to heavy tablet users. However, only 8% of tablet traffic currently comes via mobile broadband. As tablets continue on their upward climb in 2012, it’s likely that mobile broadband traffic seen over tablets will rapidly increase and may eventually reach levels consummate with mobile phones.

At Onswipe, we’re dedicated to making sure that both publishers and advertisers are ready to meet this demand. Let us help you build your tablet products.

Photo Credit: 5 Top-Rated Tablet PCs by sidduz, on Flickr

As the tablet market becomes more important to advertisers and publishers, leaders in those fields have to figure out who the tablet owner is and how to reach him or her. But, why should you do the research when we spend all of our time with tablets? We break down the “typical” tablet user for you.

Slightly more than half of the tablet users are men – they make up 52% of all users.

Most of those who own tablets (44%) have an average household income of $50k-$90K. Thirty-two percent of people who own tablets earn less than $50K. The rest, 24%, make $100K+.

When Do They Use Their Tablets?

Those who read websites on their tablets during the week used them the most in the evening, between 10PM and midnight. These owners turned to their tablets for news late in the evening after unplugging from their computer screens.

On the weekend, tablets were more likely to be used in the early morning when owners were more likely to browse through headlines, according to comScore’s 2012 Mobile Future in Focus.

Why Do They Use It? What Do They Use It For?

Tablets are more portable than computers and have larger screens than smartphones, allowing them to deliver a richer experience around content consumption. And, right now, most tablet users are involved in content consumption through web browsing, social networking, and watching live videos. Only about 20% of tablet owners use the device to create or edit files regularly. Once the Microsoft Office Suite is available on tablet, more people will be able to use the device for content creation, including business people, students, and others.

How Do They Use Their Tablets?

Most people who own tablets share them with other family members. In a recent Nielsen Norman Group study, researchers who asked tablet users to walk them through the apps on their tablet were often told that someone else in their family had installed a certain app.

Anyone who is designing a tablet-based product should remember that they’re designing it for a multi-user device. That’s one of the reasons Onswipe works inside the browser. Parents and children can share the same tablet without a buildup of app icons on the home screen. For those who like tiny icons dotting the screen, we give readers the option of adding them.

Where Do They Use Them?

About half of Nielsen Norman Group study participants carried their tablets with them frequently. However, they don’t use their tablets for purely mobile situations. They’re more likely to look up directions or find a restaurant on their smartphones. Instead, they may use their tablets while killing time like when they’re waiting in doctor’s offices or waiting for children’s sporting events to start.