Who am I?

• Philippe Le Hégaret, <plh@w3.org>, @plhw3org
• Responsible for the Interaction Domain at W3C
• Interaction Domain contains items like
  HTML, CSS, SVG, Fonts, Video, various Web Interfaces, etc.
• Based at MIT in Cambridge, MA, USA

The World Wide Web Consortium (W3C)

• Lead Web to its Full Potential
• 385 Members, including NACS
• Web ecosystem: users, developers, browsers, etc.
• Core Web Technology consortium: HTML, CSS, XML, Semantic Web

How does W3C work?

• Focus is to create standards that lead to public and commercial benefits
• W3C accepts inputs from all and provides outputs to all
• Each participation brings their expertise, perspective
• 65 Groups. Each has engineers from member companies and W3C staff support
• Liaisons with many international organizations: IETF, OMA, DLNA, ISO, SMPTE, EBU, more.

Agenda

• World Wide Web Consortium
• Reaching Customers
• Open Web Platform
• Considerations

Reaching customers: Devices

Fragmented and competitive device market: desktop, laptops, tablets, mobile, television

Reaching customers: Platforms

Fragmented and competitive platform market: iOS, Android(s), Windows, (Tizen, Firefox OS)

From the customer point of view

Customers have different environments:

• Different screens:
  Samsung has more than 15 different screen sizes
• Different networking conditions:
  bandwidth, radio latency, offline
• Different locations:
  work, home, restaurant, store, airport

IT choices on Desktop

Two approaches to reach your customers:

Native

Objective C (Apple), Windows Runtime

Web

Purely based on Web technologies (HTML, CSS, JS)

Always choose the Web approach!

IT choices on Mobile

Two approaches to reach your customers:

Native

Objective C (Apple), Java (Android), Windows Runtime

Web

Purely based on Web technologies (HTML, CSS, JS)

Hybrid

Done with Web technologies, deployed with a native shell (Phonegap)

So, what should you choose?

• Native:
  • + stores, development kits (SDKs), advanced functions
  • - stores, multiples platforms
• Web:
  • + common platform, instant update, cost
  • - stores, SDKs, advanced functions

Native App Stores?

Apple Store, Google Play, Amazon AppStore, Windows Store

Advantages

discovery, review/rating, approval process

Disadvantages

conditions, only native (except for win store), approval process

Web App Stores?

Firefox Marketplace, Chrome Web Store: Market impact is limited for the moment

It's the Web! You just give a link!

Point your customers to your web app using flyers, facebook, etc.

Hybrid?

Attempt to combine the best of both worlds:

• Web wrapped within a native app
• Keep development cost low
• Allow app to be distributed in native stores

Agenda

• World Wide Web Consortium
• Open Web Platform
• Considerations

Web is Central

• Usage
  • Accessed by billions
  • In many languages
  • Vital for information sharing, entertainment, education, commerce
• Technology
  • Common, pervasive, and interoperable
  • Internationalized
  • Widely used by developers
  • Linked sites and linked data

HTML5: Cornerstone of the Platform

The Open Web Platform

• Interfaces: Geolocation, gyroscopes, cameras, NFC, …
• Rich media: Audio and video, graphics, animations, high-quality typography, …
• Cross-device: screens of all sizes, touch, keyboards, voice, vibrations, …
• Communications: client-server, real-time, p2p, sockets, …
• Society: privacy, security, multilingual, accessibility

Web is Mobile Platform of the Future

“Mobile Web application platforms will generate almost $2.6 billion in service revenue by 2015” – Smith’s Point Analytics

• Video and Audio
• Voice, Videoconferencing, and real-time communications
• Peer-to-peer
• Location-based services
• Social networking
• Advertising
• Games

Web Transports and Enhances Television

• Analog-to-digital conversion in progress
• User generated content commonplace on Internet
• Convergence has started, but where will it lead?
• Different stakeholders have different perspectives

W3C Industry-Oriented Groups

• Forum for innovators that want to have an impact on the development of the Web
• Ongoing efforts:
  • Core Mobile Web Platform
  • Web and Television
  • Automotive and Web Platform
  • Web-based Signage
  • Web Payments
  • (Digital Publishing)

What do early majority say?

• Close the gap with native
  • Improve Performance, capability, packaging, payment, discovery, system-level APIs
• Achieve broad interoperability
  • Increase testing, libraries, modularization, developer outreach
• Meet reqs of adjacent industries
  • Increase participation from industries most dramatically affected by new devices, connectivity, mobility, social

Agenda

• World Wide Web Consortium
• Open Web Platform
• Considerations

Performance

Bad performance will impact your business!

Avoid frustrating your customers:

• load time should be around 3 seconds under network conditions
  try webpagetest and pagespeed
• Always prioritize performance over look (e.g. be wary of flashy animations)
• Make sure to improve what's worth it

Social Strategy

• Multiple players: Twitter, facebook, foursquare, …
• Instant and direct communication channel with your customers:
  @store "We're having an offer on regular unleaded gas."
• Allow your customers to engage: feedback, ideas
  @customer "I don't burn anything but premium @store"
• Engage with your customers:
  @store "Sorry, next time maybe? @customer"

Structured data

Taking full advantage of search engines

• Ability to recognize place, local business, products, offers
• Various formats: microformats, microdata, RDFa Lite
• Check schema.org for what can be done by Google, Bing, Yahoo!, and Yandex

Checklist

Items to consider when you're buying an app:

• Screen size adaptation?
• Good performance?
• Online and offline availability?
• Multiple platform support?
• Contextual (e.g. location)?
• Integration with other apps (e.g. maps, twitter, facebook)?
• Security, privacy, accessibility, …
• Do you bring value to your customer?