Amazon released their HTML5 Kindle reader this week, and I couldn’t keep myself from commenting on all of the talk of people saying/hoping/proclaiming that this was the beginning of the end for apps and Apple’s AppStore.
I think it’s great that Amazon has released the HTML5 version of the Kindle reader, complete with integration into the Amazon Kindle store. I don’t see Amazon pulling their Kindle app from the app store though, and I think there would probably be a big revolt if they did.
It seems that a lot of the pundits out there think that all of the developers out there are just waiting to jump on a single technology that will support any device, anywhere. For developers that aren’t making any money on their products, that may be the case. I’m willing to bet that the lack of profits has less to do with having multiple code bases to maintain and more to do with the app just not being popular enough.
But all of this isn’t even my main point. To me, the thing that drives it all is customer experience. When the iPhone first came out, everything was Mobile Web. Apple then backtracked, and came out with the App Store. I don’t know about you, but I can’t think of a single App that had a mobile web or iPhone-optimized web experience that was on par with the native apps that were created. Granted, part of that was due to Edge connectivity, but the real thing is that it was all about my experience as a customer. While HTML5 is very powerful, I still don’t believe that it is going to be able to provide the same level of experience that a native application can. Yes, it can work offline and utilize local storage to make it as app-like as possible, but it’s still based on an approach that’s more about a connected, browser-server paradigm.
There will be classes of applications for which HTML5 will be just fine. I’m willing to bet many of them will be replacements for applications that are already free in the app stores. That’s an optimization for the development team, since revenues are clearly coming from another source, whether it be advertising or eCommerce. For paid applications, though, customers are paying for the experience, and if the experience isn’t as optimized as possible, there are way too many alternatives out there.
All we need to do is look back at history to know that Apps are here to stay. Java did not result in companies dropping proprietary development languages for Windows, Mac, or Linux platforms. Yes, some cross-platform products did arrive and continue to thrive, but there’s still a thriving marketplace for native applications on the major desktop platforms. Will we see many mobile applications solely available via HTML5? Absolutely, but the native app store for iOS and Android will continue to thrive.