It’s no secret that mobile app technology has exploded over the past five years. What was once an environment for early adopters and “techies” is now integrated as part of daily life and mainstream culture for everyone from pre-teens to retirees. Now there’s an app for just about anything you can think of – which has a lot of people buzzing about what the future of mobile app technology will be, and whether native or HTML5 apps will reign supreme. It’d be presumptuous to think that anyone has the answer, but we are keeping close tabs on current mobile market trends. Because it’s been such a constant horse race between iOS and Android devices, brands and developers realize that it’s difficult to choose one over the other – and are instead looking to HTML5 apps that are cross-device friendly. HTML5 apps often end up being more cost-effective than their native counterparts, plus offer support on devices like Blackberry. With no formal approval process, and the ability to reach a broader audience, HTML5 apps can push the limits of design and creativity through innovation. The downside? HTML5 apps must stand on their own – they aren’t backed by an app store, with the power in numbers behind them, making marketing and distribution a challenge for smaller businesses and brands. Additionally, they can’t take advantage of the features on the device itself, and may be a bit slower for the end-user. That said, HTML5 apps are still in their infancy, and with so much buzz about their flexibility and scalability, they are bound to play a major role in the future of mobile. On the flip side, taking a look at the opportunity for brands to develop native apps is like looking at the tip of the iceberg. While there’s no point in developing an app just for the sake of having one, it’s worth noting that businesses who have apps in the app store are garnering millions of additional eyeballs just by being in the right place at the right time. Apps should serve a value-added purpose, and native apps are unique in that they can leverage the native technologies already built-in to devices like the iPhone, creating a rich user-experience unlike any other. On the downside, native apps can by costly to develop – especially when going after a market that is split 50/50 between iOS and Android. Apps are smarter and sexier than ever before. They entertain, inform and engage, and give us another reason to be addicted to our smartphones. And interestingly enough, they also act as conversation starters, with users, friends, family and colleagues, collaborating and sharing through new mobile technologies. And it’s only just the beginning.It’s no secret that mobile app technology has exploded over the past five years. What was once an environment for early adopters and “techies” is now integrated as part of daily life and mainstream culture for everyone from pre-teens to retirees. Now there’s an app for just about anything you can think of – which has a lot of people buzzing about what the future of mobile app technology will be, and whether native or HTML5 apps will reign supreme. It’d be presumptuous to think that anyone has the answer, but we are keeping close tabs on current mobile market trends. Because it’s been such a constant horse race between iOS and Android devices, brands and developers realize that it’s difficult to choose one over the other – and are instead looking to HTML5 apps that are cross-device friendly. HTML5 apps often end up being more cost-effective than their native counterparts, plus offer support on devices like Blackberry. With no formal approval process, and the ability to reach a broader audience, HTML5 apps can push the limits of design and creativity through innovation. The downside? HTML5 apps must stand on their own – they aren’t backed by an app store, with the power in numbers behind them, making marketing and distribution a challenge for smaller businesses and brands. Additionally, they can’t take advantage of the features on the device itself, and may be a bit slower for the end-user. That said, HTML5 apps are still in their infancy, and with so much buzz about their flexibility and scalability, they are bound to play a major role in the future of mobile. On the flip side, taking a look at the opportunity for brands to develop native apps is like looking at the tip of the iceberg. While there’s no point in developing an app just for the sake of having one, it’s worth noting that businesses who have apps in the app store are garnering millions of additional eyeballs just by being in the right place at the right time. Apps should serve a value-added purpose, and native apps are unique in that they can leverage the native technologies already built-in to devices like the iPhone, creating a rich user-experience unlike any other. On the downside, native apps can by costly to develop – especially when going after a market that is split 50/50 between iOS and Android. Apps are smarter and sexier than ever before. They entertain, inform and engage, and give us another reason to be addicted to our smartphones. And interestingly enough, they also act as conversation starters, with users, friends, family and colleagues, collaborating and sharing through new mobile technologies. And it’s only just the beginning.