HTML5 – the future web design

HTML5 is a term known to most people in the IT industry. HTML5 is much hyped due to its potential to enable Telcos to take a stronger position in the mobile value chain. Telenor Group’s Frode Kileng talks about what HTML5 actually is and its implications for Telenor.

HTML5, or "Hyper Text Markup Language" version 5, is the newest version of the language used to specify the layout and basic interactive elements of a web page. The ‘hype’ about HTML 5 is related to the vision that this new language gives web developers the ability to write feature-rich applications that can run on any device. Telecom companies such as Telenor embrace this due to cost reductions and as a means to break out of the platform vendor value chain lock-in (Apple/Android/Windows). However, several challenges must be overcome in order for this vision to become a reality. Q: Frode, can you start by telling us what HTML actually is? Frode: HTML is the technical language describing how a web site looks, including interactive elements. This language is not only used to view web pages in a but also to develop applications. HTML is standardized in the W3C (see fact box), where Telenor became a member in 2012. Q: What’s new with HTML5? Frode: First of all it’s important to differentiate between the HTML5 standard and the public vision of HTML5. The HTML5 standard that will be finalized in 2014 is just a minor evolution from the previous HTML4. But the public vision of HTML5 is an advanced application platform which is all about the battle for value chain control with great opportunities for many actors, including Telenor. Q: What are the new exciting features in HTML5? Frode: For the HTML5 standard specifications the most interesting new feature is enabling web applications to continue working when disconnected from the web. Also, the HTML5 standard has a built-in support for audio and video. The third main change is often called the “Flash killer”. Flash has been the main method to provide ads on the web, but is a proprietary solution requiring manual install by users, is not available on all platform and has security problems. The extended graphic support in HTML5 makes Flash redundant. Q: And what does the VISION of HTML5 imply in terms of new features? Frode: The popular vision of HTML5 as an application platform is much more impressive. First of all it promises content and service providers simplified development and maintenance. Developers can write one application in HTML5 that works on any device. A second promise is that the applications can be distributed “everywhere”. Today most content providers need to sell their applications through App Stores owned by Apple and Google. With HTML5, providers can sell their own web applications through an application store or a web site they control themselves. The promise to users is simplified and hassle- free installation. For example, iPhone users visiting the Financial Times website are asked if they want to install their web application and if they agree, the installation happens automatically. Q: Why do Telcos and Telenor embrace this vision of HTML5? Frode: The HTML5 promises are attractive for many actors in the industry. To begin with, the simplified development and maintenance help reduce cost. Facebook reports that their users access their site from 7000 different types of mobile devices, and developing all these native applications is simply not feasible. The “distribution everywhere” promise is all about the control of the mobile value-chain. It’s problematic that one actor controls the whole value chain. The best example is Apple which censors applications allowed in their AppStore and also forces all iPhones to use this store exclusively. This means service and content providers lose contact with these customers. HTML5 unlocks the closed platform distribution channels making it possible to compete with platform-specific native applications. This freedom is attractive for telecom companies and is why many of them supports the new HTML5 based FirefoxOS creating a fully open mobile

Telenor Group is one of the world's major mobile operators. We keep our customers connected in our markets across Scandinavia and Asia. Our more than 30,000 employees are committed to responsible business conduct and being our customers' favourite partner in digital life. Connecting the world has been Telenor's domain for more than 160 years, and we are driven by a singular vision: to empower societies. ecosystem out of control of actors such as Google and Apple. With increased control, mobile operators will have the ability to offer richer experiences for a lower price, helping to drive adoption across developing markets. Q: Are there any other opportunities for Telenor in using HTML5? Frode: Yes, several. For instance, there are opportunities for Telenor in HTML5 related to payment solutions and services. There is also ongoing standardization work enabling commercial video service providers like Comoyo to move away from proprietary plug-ins and safely stream commercial video using pure HTML5. In general, we need to follow the directions of Over-the-top (OTT) services. Q: The vision of the HTML5 sounds great. What are the challenges reaching it? Frode: We still have a long way to go before the HTML5 vision is fulfilled. One of the main challenges is that not all the required functionality to replace all native applications with web applications is in place. Regarding the “distribution anywhere” promise, the main challenge is that platform vendors including Apple and Google can block any feature they feel will undermine their control or core business. This creates a real risk that HTML5 applications will not ‘run everywhere’ for a long time and is the reason we and other operators support the FirefoxOS. Q: Taking all these elements into consideration, what do you make of the vision of HTML5? Frode: Although HTML5 web apps are still premature, the benefits of the future features are extensive. And the good news is that Telenor has the opportunity to influence the future open service landscape and value chains by participating and contributing in the open arenas, like W3C, where this future is created.

About Frode Kileng

Frode has worked as a research scientist in the area of Internet technology and services most of his 19 years long professional life, the past 14 years in Telenor. VoIP and real-time communication has been a common theme throughout his career, ranging from Keyhole surgery to Unified Communication. He has participated in the Internet Engineering Task Force since 2004 and represents Telenor in the W3C Advisory Committee. Frode is working in the Next Generation Services unit in the Telenor Research and Future Studies and works and lives in Tromsø, Norway.

About W3C

HTML is standardized in the W3C (World Wide Web Consortium), the group responsible for the standardization of web technologies. Telenor became a member in 2012 and participates along with a range of other actors to make web technology more advanced. W3C has currently 386 members, including operators, Apple, Baidu, Facebook, Google, Microsoft, Mozilla, Netflix, and Department of Information Technologya and the Government of India. Visit the website of W3C

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Telenor Group is one of the world's major mobile operators. We keep our customers connected in our markets across Scandinavia and Asia. Our more than 30,000 employees are committed to responsible business conduct and being our customers' favourite partner in digital life. Connecting the world has been Telenor's domain for more than 160 years, and we are driven by a singular vision: to empower societies.

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