App defeats web

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Summary

Apple's success is attributed to its "App defeats Web" strategy, which segments web content into paid applications, establishing a distinct business model. This approach prioritizes "Differential Content"—customized and highly integrated information—over the fragmented "Commodity Content" common in the desktop era. While apps are considered a transitional model, HTML5 is projected to be the next significant trend, capable of revitalizing the web by enabling integrated advertising and demand satisfaction directly on pages. This evolution promises to dramatically increase user engagement from seconds to minutes per interaction, thereby empowering content creators and consumers through enhanced production values.

As an admired rock musician and co-founder of the venture capital firm Elevation Partners, Roger McNamee has a statement about Apple : The reason why Apple is so successful today is because App defeats Web.

Apple divides contents of web into small apps, and then ask users to pay. This actually means that Apple creates a new business model which is fundamentally different from Web.

Commodity Content and Differential Content

Commodity Content is the information model in desktop and web era which is huge, complex and fragmented. Google and other information filtering tools can handle and optimize this kind of contents very well.

Differential Content is the future information model, customized, different, highly integrated, all the information all customized for every one. App favors this kind of information model.

But McNamee thinks that Apps are just a transitional model of Differential Content. The next trend is HTML5.

While HTML 5 is still evolving and today is primarily useful in mobile apps, "Within three to four years, HTML 5 will permit marketers to tie advertising to the content of the page as well as to the needs of consumers," said McNamee. "The notion of creating and satisfying demand on the same page without leaving the page will become routine."

McNamee believes that HTML 5 can rejuvenate an already stagnating web, which currently prioritizes indexed searching over user-friendly and visually stunning content. "The Web is not going away-it can use HTML 5 to revive itself if it's willing to create a new ethos-one driven by production values the way the Mac and Windows were before the web," he says. "Apps are consistent with higher production values, and they're definitely not going away."




The result of an survey reveals that people are staying away from free desktop experience and commodity content. Handphone users will not use Google to search mobile internet, they will use App, because this will give them better user experience. Compared to any webpages, people spend more time on these Apps.

For commodity content, the indication of success is that there are millions of people who are viewing the content. While for differential content, the indication of success is that there may not be too many users, but they are willing to engage, they are more valuable.

"Engagement, which is the primary indicator of economic value, is typically 15 to 20 seconds per story in Google's model," said McNamee. "Engagement shifts to two to five minutes per app in Apple's model, and with HTML 5, indications are you're going to take it much further. From a publisher's point of view, that's a huge improvement. This shifts the power back to the people who deserve it-the content creators and the consumers."

Reference : http://mobile.csdn.net/a/20120515/2805593.html
APPLE WEB HTML5 APP

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