There is little doubt that HTML5 is already changing the way businesses approach application development. While only debuting a short time ago, both executives and their development partners are quickly realizing how the mobile game is changing.  Apple has helped push this trend with their refusal to use Adobe (News - Alert) Flash on their popular iPhone and iPad. Adobe then seemed to admit defeat last November when they announced an end to their mobile Flash player. As a result, big name companies are already moving their apps to the web-based platform and this year will likely see an even greater transition. But what makes HTML5 the wave of the future?

There are certainly several factors, but it all starts with the crossing of capability and versatility. As a cross-platform solution, HTLM5 offers an impressive yet cost-effective solution for reaching the growing mobile market. Past web application development platforms have lacked the functionality of HTML5. Many business leaders saw the bells and whistles native apps offered and jumped at the opportunity to be among the first mobile-friendly providers. This was often a costly process however, as native apps had to be developed separately for each smart phone device businesses wanted to reach.

Recently, rather than spend the time and money to develop apps for the iPhone, Android (News - Alert), Blackberry, etc., more businesses are realizing they can achieve the same result with one HTML5 web application. Web applications allow businesses to develop just one app that can be accessed by all devices through the web browser. The problem with previous web app platforms is that they often struggled to reach the capabilities of a native app, which is downloaded directly to a mobile device. HTML 5 changes all that, however, offering more functionality than previous web app platforms could. It’s only a matter of time before business begin to realize the cost savings associated with developing one app to reach all their users at once.

But cost isn’t the only reason HTML5 is so crucial to mobile development. As previously mentioned, Adobe Flash seems to be on its way out as the go-to video player. HTLML5 offers a more widely accepted video platform that can reach all mobile users, including Apple (News - Alert) product users. As more business try to incorporate mobile video into their marketing efforts, they should turn to HTML5. And as the technology continues to improve, expect to see other additions like mobile ads and mobile video games developed in HTML5 during the year.

Finally, one benefit of HTML5 that not as many people are talking about is in regard to mobile payments, which should also be a growing trend this year. The big difference HTML5 will offer in regard to mobile payments is essentially the ability to avoid paying through app stores. Because they have cross-platform functionality, HTML5 apps can bypass marketplaces like Apple’s App store. Currently, for example, Apple does not allow users to make purchases – say, a new weapon or character in a game -- within an app. You would have to revisit the app store and buy the add-on there so Apple can get a cut of the purchase. HTML5 changes this. Since users access the app over the web, they could buy something in the app, make the payment over their smart phone and continue using the app with their new content included. The business also benefits because they don’t have to give a portion of the earnings to Apple. The Financial Times (News - Alert) and Amazon Kindle apps already do this, making their apps available over the Web in HTML5 so they don’t have to pay a cut of their earnings to Apple. Expect many of the largest retailers to follow suit in 2012.

Overall, expect to hear a lot more about HTML5 in 2012. There are certainly still kinks to be worked out but the potential benefits to app developers are undeniable. If used properly, HTML5 will quickly change the way both businesses, consumers and clients interact in the mobile space.

Patrick Emmons is co-founder of Adage Technologies and an accomplished technical architect with more than 15 years of programming and web development experience. Prior to Adage, Patrick was a principle for another web development firm and also worked as a developer and consultant for Ameritech, Motorola and Baker Robbins.

Want to learn more about HTML5? Then be sure to attend HTML5 Summit, collocated with TMC’s ITEXPO East 2012, happening NOW in Miami, FL. HTML5 has the potential to revolutionize user interfaces, challenge the status quo and change the future of both desktop and mobile web experiences. Join fellow web developers, designers, and architects, as well as technology leaders and business strategists who will gather in Miami to learn strategies and tactics to implement and execute HTML5. For more information on registering for the HTML5 Summit click here.

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