Stepping out of the App economy

Sometime late 2010 we started working on 2 rather big mobile projects and they made me think a lot more about apps and how our thinking for mobile is all about apps. Today mobile equals apps, and we are being dictated by the likes of Apple how we have to deal with that. So how big of an improvement the introduction of apps on mobile has been, I believe we limit our thinking by that same evolution, while it shouldn’t end there.

There’s no better way to experience the hassles one has to overcome when developing apps, then to develop your own (especially when the app is for the iPhone). And it was an article on TC about Disney that acquired an HTML5 game engine that got me thinking about this whole app approach. Smart move from Disney by the way. Bye bye appstores, let’s develop game experiences the way we like and let people pay what we think is right. And for multiple OS’s at the same time, all in one take. With Android gaining market share and also WM7 that will take it’s part of the cake at some point, HTML5 mobile web apps make it a lot easier to build experiences across OS’s and devices compared to today, and without all the appstore hassle. And if you go further, when you think about developing for mobile first instead of web and then mobile, I believe there’s a whole lot of untapped potential.

But the Disney acquisition isn’t having any live results yet. I think the FT was the first really big one to have made a move to go for HTML5 and the last few days or weeks a few others seem to have followed. LinkedIn just released a pretty nice HTML5 experience for mobile and earlier this week Amazon launched a similar experience for their Kindle:

“It can do everything that a normal Kindle app can do, such as synchronize your library, your last page read and bookmarks. Yet, the Kindle Cloud Reader is more of a reaction to the draconian app store rules instituted by the Cupertino giant than it is a dynamic new version of Kindle.”

It’s probably just a matter of time before those brand start pulling their apps from the appstore, or at least stop actively updating those in favor of native mobile web apps. I’m with Gigaom on this one when they say that Amazon might as well be showing media companies the future of the web with this one. Also sites as Twitter offer a rich and very nice mobile web experience, nothing like it used to be anymore.

I can only applaud brands moving in this direction and I believe that although the idea of apps on your mobile were a great innovation, they´re only a step towards a very rich mobile web experience. What´s your take?

Bonus link: HTML5 apps that are scaring the pants off Apple

Into reading again

Books that is, still doing more than enough reading online, but it’s been a while since I read my last book. Today the first bunch of books I ordered on Ebay a couple of days ago have arrived so I’m ready to get at it again. First books to arrive where ‘Blog Marketing‘ by Jeremy Wright and ‘The Dip‘ by Seth Godin. I met Jeremy in Paris at LeWeb3 and it was interesting talking to him. I didn’t know he had written a book though (sorry Jeremy) so I decided to buy it right after I got back. And Seth, well that’s easy, I’m behind on Seth Godin so have some catching up to do.

Also ordered, but not delivered yet are ‘Dave Gorman’s Googlewhack Adventure‘ and ‘Round Ireland with a fridge‘ by Tony Hawks. They were both recommended to me so let’s see if I like them as well. Especially the Googlewhack Adventure is already 3 years old so it’s about time :)

And then today Joseph Jaffe reminded all of us on Twitter about the UNM2PNM initiative he’s doing for ‘Join the Conversation‘ (or Use New Marketing to Prove New Marketing). Just like with ‘Life After the 30-Second Spot‘ everyone who has a business/marketing related blog or podcast that agrees to review ‘Join the Conversation’ in it will receive a free copy of the book. That is… the first I don’t know how many (150 or so). So thanks Joseph, looking forward to the book.

Other books on my wishlist: ‘Welcome to the Creative Age‘ and ‘Herd‘ both by Mark Earls because of this podcast with Hugh, Mark and Johnnie Moore that I listened to today. And that’s about it for now.

Any other books you would definitely recommend? Let me know in the comments.