Credit: Commons/Wikimedia

Back in 2011, Facebook encouraged developers to use HTML5 technology.  The platform is the site’s central piece to mobile strategy and Facebook wanted developers to choose HTML5 over building native iOS or Android apps.

Doing so would enable the world’s most popular social networking site to sidestep relatively closed intermediaries like Apple when it wants to roll out new platform functionality.  Many game developers have been choosing HTML5 over native apps.

An HTML5 app is housed on the Web and runs inside a mobile browser.  That differs from apps built specifically for Apple devices or Google’s Android operating system.  HTML5 does not need to be built from scratch for each OS.  The developers are looking for efficient ways to build games since HTML5 enables them to “write once and have it run anywhere.”

Mobile veteran Erdolo Eromo believes that HTML5 offers advantages that native apps don’t have.  “With Apple and Google taking the lion’s share of revenues from game developers, direct carrier billing through companies like Payvia has become an attractive option for developers everywhere.”

HTML5 is a markup language for structuring and presenting content for the web and a core technology of the Internet.  According to Wikipedia, “its core aims have been to improve the language with support for the latest multimedia while keeping it easily readable by humans and consistently understood by computers and devices”.

HTML5 faces challenges in the area of rich user experience and performance.  Some industry experts contend that native apps are better suited for graphically-rich user interfaces.  Additionally, some developers believe that native apps is better for monetization given that they can use Apple’s App Store and Google Play to reach out to a larger audience.

What has been the marketplace’s receptivity to HTML5?  Eromo, who founded Payvia, saw the business increase its 2012 revenues by 400 percent.  “The Direct Carrier Billing model, offered by companies like Payvia, is becoming one of the most attractive options for HTML5 monetization and offers a viable alternative to individual vendors selling their apps online.”