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University of Washington
MCDM
COM585: Managing Your Web Presence
October 31, 2012

 HTML5 is the latest version of HTML (defined as an
application of Standard Generalized Markup
Language) and XHTML (XML markup languages that
mirror extended versions of HTML; an application of
XML)
 5th version of HyperText Markup Language
 Not based on SGML (Standard Generalized Markup
Language), but must be backwards compatible
 Introduces new APIs, specific scripting that can be
used with JavaScript (drag and drop, x-doc
messaging)
 HTML5 is still in development, won’t be finished for a
few years (2014 recommendation for HTML5.0)
 The core goal is to improve the language with support
for the latest multimedia while keeping it easily
readable by humans , computers and devices
 Adds new features: video, audio, canvas, SVG session
storage, localStorage, geolocation
 Net result: more happens within the browser and
locally on computers or devices, net: enables
everything to happen more quickly, consistently, and
efficiently
 Most mean HTML, CSS and JavaScript

 HTML4 recommended by W3C
(Web Consortium) in 1997
 Considered a rough guide on many
of the core features of HTML – but
does not go far enough
 HTML5 was started in 2004 by the
WHATWG (Web Hypertext
Application Technology Working
Group)
 Defines a single language called HTML
that can be written in HTML syntax and
XML syntac
 Defines detailed processing models to
foster interoperable implementations
 Improves markup for documents
 Introduces markup and APIs for emerging
idioms such as Web applications

 Its not 1 big thing
 Includes the Mobile Web
 Native
 Mobile Web
 Hybrid
 Apps
 Instagram = native mobile app
 LinkedIn & Facebook = hybrid
 Tumblr = hybrid, mostly html5
 Financial Times – html5
 Kindle Cloud reader

 Infographic: HTML vs Flash
 Gaming industry pro Flash; New
developers pro HTML5
 Greater browser support for Flash
(99%), but HTML5 (50%)is growing –
making consistent headway in
adoption rates (IOS/Android 8%)
 Apple has embraced HTML5 as an
open source web technology for OS
and web-enabled devices
 Ongoing
 HTML and Hybrid are young and
evolving; mobile browsers are rapidly
improving

 Distribution
 Native apps are distributed via app stores,
controlled by the owners of the platforms
 HTML5 distributed via the rules of the
open web, the link economy
 Monetization
 Native apps come with one-click purchase
options built into mobile platforms
 HTML5 will be monetized via advertising
because payments will be less user-
friendly
 Platform power and network
effects
 Developers have to conform with Apple’s
rules
 Developers can cut Apple out of the loop
with HTML5 reducing Apple’s platform
 Functionality
 Now, native apps do more than HTML5
apps
 HTML5 apps will get better

 Most popular types of apps will be
early adopters
 HTML5 is useful for media apps and
access apps . Apps that display text,
images and video and monetize via ads
and subscriptions can be done more
cheaply and effectively via HTML5
 Increasing prevalence of “shell
apps” (hyprid) will push things
along
 HTML5 will improve, will be
cheaper to produce = disrupter
 HTML5 comes from WC3 – which
means the technology will evolve
slowly

 What is HTML5? http://en.wikipedia.org/wiki/HTML5
 Differences from HTML4 http://dev.w3.org/html5/html4-
differences/
 Controversy http://www.pearltrees.com/#/N-u=1_844&N-
p=5756620&N-s=1_679015&N-f=1_679015&N-fa=9820
 Debate http://www.techrepublic.com/blog/webmaster/html5-vs-flash-the-state-of-
the-debate/1556

 Infographic http://venturebeat.files.wordpress.com/2012/01/html5vsflash3-
e1328040556991.jpeg

 Ongoing
http://blog.apigee.com/detail/html5_the_apps_the_frameworks
_the_controversy_video_slides
 The next disruptive technology
http://www.adobe.com/inspire/2012/02/html5-next-disruptive-
technology.html
 The debate matters http://www.businessinsider.com/html5-
vs-apps-why-the-debate-matters-and-who-will-win-2012-10

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