Sunday 4 December 2011

Which mobile channel will be the breakout star in 2012?


Which mobile channel will be the breakout start in
HTML5 versus apps
Industry experts agree that the mobile Web will be the breakout mobile channel in 2012. 

More than 90 percent of mobile phones shipped today have access to the mobile Web through a browser. HTML5 specifically, gives brands a lot to work with, in terms of the capabilities that can be built into a mobile site.

“[The 2012 breakout mobile channel] won't be a shiny object,” said Jeff Hasen, chief marketing of Hipcricket, Kirkland, WA. “The newest innovation will get the buzz but won't be widely adopted immediately if ever. 

“My bet for breakout star is the mobile Web,” he said. “Black Friday and Cyber Monday have produced a tripling of activity and shows that we're out of the early adopter phase. 

The debate goes on
There has been an ongoing debate regarding HTML5 versus mobile applications. 

Marci Troutman, CEO of Siteminis, Atlanta, believes that the opportunity for brands on the mobile Web surpasses that of mobile apps.

“I believe that the mobile Web will be the breakout mobile channel in 2012,” Ms. Troutman said. “Businesses are realizing that apps are for their dedicated customers and need to be more personal than just having an app that does the same functions as the mobile Web.  

“The abilities through the mobile Web are amazing, and can capture, in most cases, 85 percent or more of what an app can accomplish,” she said. “For instance, we can deliver augmented reality on the mobile Web.  

“As phones get smarter, mobile strategies change to accommodate and the mobile Web becomes what the Internet became in the 90’s, the standard for anyone doing business. There is no reason to pay an up charge to an app store, or pay for app store marketing to ensure you are in the top 10 of a search when you can utilize the search buys that are already being spent on the Internet (PC browsers) for the mobile browsers.”

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