As always, The iLoop Mobile team is at the forefront of new technologies and capabilities that create new business opportunities for our clients and partners. Call us at 408-907-3360 to set-up an appointment to start planning and designing your mobile site.

1. HTML5 Overview

2. HTML5
HTML5 offers a standardized coding language for mobile
sites and mobile Web apps—one site/app works across
all HTML5 supported browsers
• Today most mobile rich media uses proprietary technology for
delivery and use XHTML
• HTML5 makes mobile Web sites and mobile Web apps look
and feel like native downloaded apps (e.g. iPhone apps)
• Recent big deployments: YouTube, Amazon, LinkedIn, Twitter,
Financial Times mobile site in HTML5
• Caters to all Web platforms as a standardized answer for rich
media (video) and rich UI for the Web…it’s a potential Flash
and native app killer in medium to long term
• Important mobile browsers supporting HTML5: Apple (iOS),
Google (Android), RIM Blackberry (Torch/Bolt), Microsoft
(Windows Phone 9), Opera, Nokia, Palm…and recent pads
and tablets (iPad, Android, RIM)
• Approximately 1 in 4 phones in the US today support HTML5
capabilities—some fully like the iPhone and others to varying
degrees
• Requires HTML5 supported phone/browser with Webkit Engine
• Not yet fully mature, HTML5 still in course of development and
set specifications with World Wide Web Consortium (W3C)

3. HTML5 Advantages
• Very flexible design environment integrating
CSS3 and Javascripts—HTML5 has scroll views,
horizontal and vertical boxes native to the code
• Single cross platform site build for smart phones
and tablets
• Development cost advantages, much cheaper
than native app development and maintenance
• Can drop icons on phone deskptop that look like
and are accessible like native apps…called “Web
Apps” in that they behave like native apps but are
viewed in a browser
• Advantage over native apps: HTML5 sites are not
accessed in and an app store (poor search and
visibility) and do not fall into revenue share
requirements from an app store (iTunes)
• Allows interactive game environments to be
created native within the code of HTML5 without
separate java applets

4. HTML5 Features and Capabilities
• Standardized video, audio and rich media playback without plug-
ins. Automatic playback, controls for FF, RWD, pause, free scrub
• 360 degree views and spins of images and navigation within
images
• Offline Web application support
• Lightweight which is great for mobile—no heavy plug-ins
• Integrated geo-location scripting as part of HTML
• Offline site use and local (on-phone) storage of content and data
• Improved semantics providing contextual descriptions for content
in the HTML code itself…much easier to use
• Advanced Forms: browser does the work with validation, less time
downloading javascripts and roundtrips to site server
• Animations of moving “particles” (falling leaves, snowflakes, stars
or custom particles) can be coded within HTML5. Speed, XYZ axis
and acceleration can be controlled.
• Interactive playback of slideshow images can be activated by
hovering mouse over slideshow area or swiping it
• UI capabilities for touch scroll, scroll back/forth through image
carrousels, navigation carrousels, pinch/spread, zoom in/out
• In-page dialogs that can confirm/cancel actions
• Pop-over menus that overlay main content
• Input widgets like date spinners etc.
• Supports tab sets and view sets (a series of dots) for navigation
• Easy creation of interactive buttons, input fields, radio buttons,
labels, drop down menus

5. The Key Components of HTML5

6. Location Aware Content Integration
Retail Travel & Leisure
In a Nutshell:
A consumer will see offers/content
that are relevant to where they are
currently located.
Benefit:
Content can be positioned to
consumers based on their
geography so that they can
immediately act upon offers or
information. This fulfills mobile’s
unique abilities to deliver the right
message, to the right person, at the
right time, in the right place.

7. Content Remains On the Device
In a Nutshell:
Travel & Leisure Publishing & Entertainment
• A consumer does not need to be
“on-line” in order to access content
on a web site—there is no need for a
custom downloaded native
application
• Consumers can have instant access
to content whether they are
connected to the Internet or not
• Consumers can personalize their
mobile site experience to their taste
and preferences (mark favorites and
such)
Benefits:
• Native app development requires a
different app per operating system
(iPhone, Android, etc.). This can be
expensive. HTML5 saves money.
• HTML5 site changes can be done all
at once for all devices, native apps
require multiple changes for each
device type

8. Automatic Content Refreshing & Local Storage
In a Nutshell:
The site automatically refreshes
content every X minutes without the
consumer needing to manually
“refresh” their browser. Content can
also be stored on the user’s phone
so it doesn’t disappear when they’ve
left the site.
Benefit:
Consumers automatically see the
most recent information, which can
increase traffic and click-throughs
on display ad feeds. Local storage
means site content can be stored on
the user’s phone—and not a server
— for faster access and access to
the content even when they can’t
connect to the web (like on an
airplane).

9. User Account Integration
Financial Services
In a Nutshell:
If a PC site provides user account/
log-in access, this can now be
implemented on the mobile site.
Benefit:
Consumers can securely access the
same information on their account
as on a PC site or via a downloaded
mobile application. This is important
to any account-based site offering
monetary transactions, financial
services or health care. Just like
online Web, they can use and
manage their accounts anywhere,
anytime, on their phones.

10. In-Page Media Playback
In a Nutshell:
Using HTML5, video and audio can
play “on demand” within the site
page. There is no need link a
thumbnail or hyperlink to a separate
page or media player for playback.
The video thumbnail displays a
“play” button that when clicked
instantly plays the video in the page,
with FF, RWD and scrolling controls
right there.
Benefits:
• Dramatically better user experience
• Less likely the user will navigate
away from the page due to
impatience
• Users spend more time on the site,
increasing the opportunity to
promote more products, services or
content

11. HTML5: Important Aspects for Mobile
THINGS TO CONSIDER
• APIs not yet standardized for HTML5 for phone hardware
like the camera, mic, accelerometers, 3D etc., and no
backwards compatibility
• Extensive deployment of HTML5 capabilities can sometimes
make a site use bulky, especially if 3G signal is poor
• Only works on smart phones, doesn’t work on feature
phones (~60% of phones in US are feature phones)
• Fragmented development space today, doesn’t work the
same on all browser platforms
• Could still fragment into different flavors for different
browsers in future
POSSIBLE UPCOMING IMPROVEMENTS TO HTML5
• Help standardize and unify metrics and analytics cross
platform
• Drag, drop and move content with touch screen within the
site, allowing user to customize the layout of site content/
functionalities and personalize how they can interact with the
content

12. iLoop Mobile Services for HTML5 Sites
• Managed services for the creation and management of HTML5 sites including:
ü onsultation on how HTML5 can address specific industry vertical marketing objectives
C
ü ite strategy to address your company’s business and marketing needs and improve customer
S
engagement and experience
ü UI design and site build
ü Content management
ü Post-launch site management
ü Analytics
ü API integration to outside web services and content feeds
• Managed services for adding HTML5 components and capabilities into existing mobile sites to
improve marketing performance and customer experience
• Option of creating a parallel “non-HTML5” site version for users with phones that don’t support
HTML5 to increase your marketing reach with an experience that fits the customer
• Option of integrating cross-channel mobile marketing such as SMS messaging opt-in, MMS
messaging, mobile coupons and more multi-faceted marketing covering many customer touch
points.

13. HTML5 Sites to View
• Financial Times: http://app.ft.com
• Twitter: http://mobile.twitter.com
• YouTube: http://m.youtube.com
• Facebook: http://m.facebook.com
• Apparel brand Asos: http://m.asos.com
• Entertainment: http://bbc.co.uk/radio1

14. About iLoop Mobile
• Leading technology and services making it fast
and easy to create, manage and analyze mobile
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• Award winning iLoop Mobile Platform is a self- MCDONALD STOP
service SaaS solution with open APIs for creating
state-of-the-art SMS and MMS campaigns, mobile
sites, mobile coupons, mobile-enabled Web sites
and other mobile marketing initiatives
• Industry leader in mobile marketing strategy,
managed service campaign delivery and
professional services
• Customers include Fortune 500 brands, agencies,
media companies, and other tier-one companies

15. Thanks, we’d be glad to answer any questions on how we can help
you with your mobile site strategy and development.
Contact: sales@iloopmobile.com