The Right Choice

The Bright Side of the Web

The Web is…

• Interoperable
• Frictionless
• Free (as in free speech)
• Discoverable

Interoperable

Source: 2016 U.S. Mobile App Report

Confluence of factors is driving the huge uptick in app usage time, and apps are overtaking other media in importance. However, it’s also important to recognize the others haven’t gone away and the opportunity lies in multi-platform engagement.

—2015 U.S. Mobile Report Opportunities Key Points

Frictionless

Source: Every Step Costs you 20% of Users

Free (as in free speech)

The Web is not owned which means…

No review process

No content censorship

Discoverable

Source: 2016 U.S. Mobile App Report

Source: 2016 U.S. Mobile App Report

Expectaction on the Mobile World

Apps run independent on connectivity.

App vs. tab

Apps are independent, they don't run on other apps.

App vs. tab

Apps can re-engage the user, even after closed.

App vs. tab

Can the Web do better?

The Native Paradox

Can you tell what is the native app?

And now?

But you certainly do now.

Or now.

In the mobile world, users expect to interact with applications.

In the web world, users expect to interact with browser tabs.

Different benefits for different platforms

Source: 2016 U.S. Mobile App Report

What you hope is that the experience with your entire company is so good, and the service or value you provide is so impressive, and the benefits to your app are so clear … that casual browsers turn into mobile app users.

—Wait, what? Mobile browser traffic is 2X bigger… at venturebeat.com (2015)

Mobile web is the primary vehicle for expanding audience reach, but apps are where heavy engagement happens. Publishers must get better at onboarding mobile web visitors to the app, and get their apps promoted to the home screen if they want to maximize usage.

—2016 U.S. Mobile Report Opportunities Key Points

PWA to the rescue

Modern Web to the Rescue

Fulfilling user expectation for apps requires web sites…

To integrate with the OS.

To be independent of the browser.

To perform good enough.

Web Manifest

{
    "name": "Flipkart Lite",
    "short_name": "Flipkart Lite",
    "icons": [ {
      "src": "https://img1a.flixcart.com/www/linchpin/logo_lite-cbb3574d.png",
      "sizes": "192x192",
      "type": "image/png"
    } ],
    "start_url": "/?start_url=homescreenicon",
    "orientation": "portrait",
    "display": "standalone",
    "theme_color": "#006cb4",
    "background_color": "#006cb4"
}

Partial manifest from Flipkart Lite.

Flipkart Lite progressive web app

Service Workers

JavaScript programs

In charge of service-like tasks

Runnng in parallel

Driven by events

Functional Events

Fetch

Source: How Loading Time Affects Your Bottom Line

Push

Source: 2015: The Year that Push Notifications Grew Up

Three words of warning: Timely, Relevant, Precise.

Source: 2016 U.S. Mobile App Report

Performance

PWA? A Word of Caution

A Progressive Web App is a website following a progressive enhancement strategy to deliver native-like interactions by using modern Web standards.

PWAs are not a new kind of Web thing.

PWAs are not a silver bullet.

PWAs do not give you anything for free.

The term PWA should not be used to deceive non-technical folks.

Fear the Walled Gardens…

Walled gardens look beautiful. They’re home to the most popular flora. But make no mistake, you won’t be able to venture very far in any one direction without encountering a wall.

And every walled garden has a gatekeeper, who uproots plants that look like weeds. If you want to plant something in a walled garden, you have to get approval from that gatekeeper.

—Quincy Larson on Inside the Invisible War for the Open Internet