The App Approach

As of February 2013, Apple’s app store housed over 775,000 mobile applications. However, as technology and user expectations shift, what’s the best approach to take when considering app development, now and into the future? The answer is a hybrid, of sorts.

HTML5 captivated web enthusiasts in 2012. Characterized by Forbes as “the latest protocols that define the content, layout, and navigation of Web pages through browsers,” HTML5 mobile apps have several advantages over native mobile apps. Unlike native apps, an HTML5 app is far less expensive to develop and can run on multiple platforms. Furthermore, compared to older HTML versions, HTML5 simplifies feature-rich, web-based app creation and enables remote app updates without the constant download and installation process users have come to despise.

Despite the benefits of HTML5, however, the most recent HTML protocols have fallen short of expectations and have an array of limitations. HTML5 apps vary across browsers and platforms and struggle with speed and function when a data connection is unavailable or sporadic. Additionally, HTML5 lacks background processing support as well as secure storage and notifications. Lastly, HTML5 apps are unreliable when they’re built to work in conjunction with phone sensors such as the GPS or camera. Nevertheless, large, multimillion-dollar corporations continue to jump on the HTML5 bandwagon. Why? Because app developers have begun fusing together the benefits of both options, creating synergistic alternatives—a hybrid approach.

Many developers today incorporate aspects of native code within an HTML5 package. By adding layers of reusable HTML5 to run over native code, an app takes advantage of the positives both platforms have to offer. Moving forward, however, as HTML continues to evolve, companies seeking to capitalize on the unfolding app landscape will increasingly utilize HTML in app development. Businesses that wait to incorporate any HTML in their development process risk falling behind. Examples of early adopters include fashion powerhouse Burberry and social medium LinkedIn. In late 2012, Burberry made headlines when it revealed that it utilized HTML5 exclusively to create an app for its new watch, The Britain. Additionally, LinkedIn’s app for Apple’s iPad was written almost entirely in HTML5.

Bottom line, because of HTML5’s current pitfalls, the language is not yet equipped to stand on its own in terms of app development. Therefore, it is important that companies take advantage of a hybrid approach until HTML has progressed further. Keep in mind, early adopters of HTML5 (alone or coupled with the native approach) will remain ahead of the technology curve.