Behind the Growth in HTML5 Based WebApps for Publishers & Business
posted by Jon Glicksberg 31 October 2011
Launched last week, the FT app has had 100,000 user downloads! Discussing the drawbacks of the iTunes App. Store subscription model for publishers, MB Christie, Head of Product Development for the FT (via: says, “By not knowing who are our customers are, we can’t give access to all devices, if you signed up. [Not giving the 30 percent cut of purchases] is a side benefit of not having to go through the Apple cycle. However, it would have been a different conversation if the data was available…. Only 50 percent of consumers who buy through the App Store opt to share their data with the publishers they are purchasing products from. “The metered model doesn’t work when you don’t get the info. Apple also doesn’t support corporate accounts.”
Some nice additional development notes:
- 15 percent of last year’s FT digital subscription downloads were through a mobile device
- The FT HTML app will feature video and other enhanced features.
- The content can also be read offline, as data can be stored offline via HTML 5.
- Through Web browser access, there are automatic updates to the app, as the product refreshes itself without user download, as apps through the App Store require.
13. June 2011
There are some interesting new developments related to iPad apps for publications. On June 9, the New York Times, reported that Apple will now allow publishers to sell subscriptions outside of the iTunes App store / newsstand. This is, in fact, a huge concession from Apple who gives up their 30% commission on all sales made through the store. The hitch appears to be that apps are not allowed to contain a “Buy” button linking to an external website for sales. This means, in effect that a publication app such as the New York Times iPad app may not link to the times site to sell a subscription directly from the site.
I have supported paying for publisher content in the past on my blog, see “All Content is Not Created Equal” for the simple reason that professional journalism is better content. Indeed, regardless of your point of view on the subject, it does seem clear that you will soon have no choice except to pay for this content or give it up.
The more interesting development, however, is the emergence of HTML5 WebApps by publications such as NPR and the Financial Times. These webapps, have all of the same functionality as a native app, downloadable from the iTunes store, with none of the Apple imposed restrictions. It is no wonder that the first to develop are publishers with extremely loyal followings, and therefore do not need to leverage the massive reach of the iTunes app store for marketing and sales support. The Nieman Media Lab as a good post related to this subject here: The FT sticks to its guns, won’t publish a ‘dumb’ iPad app The implications of this chink in the iTunes armor are potentially huge. One can only imagine how eager music publishers will be to get their 30% back to their own bottom-line.
WebApps are increasingly attractive for all types of businesses considering mobile app development. Obviously, all clients and agencies are seeking opportunities to streamline and reduce development costs. Developing and maintaining a native app in the iTunes store can be a sizable investment for any organization. And, of course, the iTunes store reaches only the OS users of iPhones and iPads, and not the sizable user base for Android and Blackberry. HTML5 based webapps have a far easier ability to go cross platform, across iPhone, Android and Blackberry smart phones and well as tablets. And managing content and analytics is far more customizable in a webapp environment built on the clients own content management system. The WebApp becomes a fully integrated part of the IT infrastructure in a way a native app can never be.
This video demo is an excellent example of a fully functional HTML5 based WebApp: