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I’ve noticed more interest in building apps for phones using HTML5 instead of the native platforms. As I mentioned previously, the Mobile OS realm is getting more complicated and a lot of startups with promising services are starting to rethink the best way to get their offerings to a customer’s small screen.
Carriers, especially those in emerging markets have a lot to gain from this transition. Many of them have developed services for particular markets in addition to wireless services (example Mobile Payment) and don’t want to lose that to built in services of new phone platforms. The stumbling block has been the level of investment needed to deliver them on newer phones. The carrier can’t support software development for applications on different native hardware - it’s not core to running and marketing their network.
Some would argue that a phone with tightly integrated web applications provided by the carrier is a return to the “Deck”. I’d argue that while the Carrier has to opportunity to be the default set of apps, it by no means precludes the customer from using another set of apps if they choose. The opportunity for them is to level the playing field so that carrier and others compete on providing the best value.
So, while Apple and the other manufacturers have shifted some of the power away from the carriers in delivering customer experience, a WebPhone shifts some of that power back. Any startup trying to deliver an integrated service will need to remember that balance of power.
