Jay Sullivan is SVP of Products for Mozilla

HTML5 had a mixed 2012: will 2013 be better, and will it have a significant impact on the mobile apps ecosystem?
HTML5 is having an increasing impact on mobile apps, which will only accelerate in 2013, reducing fragmentation for consumers and developers. The power and technical capability of HTML5 is becoming more advanced every day, more HTML5 compliant browsers and app engines are becoming available, and new approaches like Firefox OS make HTML5 apps first class experiences that consumers can easily find and enjoy, and that developers can distribute and monetise without asking permission of gatekeepers.

Today’s app and content developers are under pressure to deliver for multiple platforms, each with their own programming languages, tools and processes. More and more, they are turning to “hybrid” apps, building their apps using HTML5, putting a light native wrapper around them, and submitting them to app stores. So, HTML5 apps are already being widely deployed.

Because app developers and content owners are attracted by the idea of open and unrestricted software distribution and monetisation, Firefox OS is taking HTML5 mobile apps a step further. Developers can submit apps to the Firefox Marketplace, and in future to other HTML5 app stores as well, and developers can distribute their creations directly to users. This will enable them to have a direct relationship with their customers, while retaining the capability to charge for their apps and even implement in-app payments.

Can HTML5 provide the level of performance necessary for high-performance apps – games, etc. – where native currently dominates?
Consumers care about performance and responsiveness and expect beautiful touch-friendly apps that access all the power of their devices. HTML5 delivers on these requirements well, and it continues to improve. Firefox OS provides a fast, responsive experience, even when running on very inexpensive devices with limited memory. Many games are snappy and responsive.

As a programming language, JavaScript is quite competitive with native, and we’ve been developing a new technology called Emscripten to automatically port games written in C++ to JavaScript.

HTML5 also allows developers easy access to all of the things modern devices can do: from geolocation to camera, the APIs are there that allow developers to unlock the most powerful capabilities of the device. Over the years, the Web has always exceeded peoples’ expectations about what the possibilities are. On the desktop, we do nearly everything in our browser, using the Web. Mobile will be the same over time. After all, there’s no technical barrier to giving HTML5 the richness and power it needs.

Is fragmentation of device platforms and types (eg smartphones/tablets) making it difficult to deliver content to a broad set of customers?
This is an area where the power of the Web really shines. The Web has the power to reduce this fragmentation for all developers and consumers since everywhere the Web is, apps can run. HTML5 can run in browsers, on tablets and desktops making it easier to adapt to different devices and platforms. Developers using HTML5 for apps can use a technique called “responsive design” to give the best experience for various screen sizes without having to change their code. This allows consumers to switch from desktop to mobile to tablet seamlessly without having to install a different app on each of their devices. Developers can also easily wrap their HTML5 apps as native apps so they can support iOS and Android, which is not possible the other way around. Also, the APIs we’re developing will become Web standards, so they will work in any HTML5-compliant browser, as opposed to platforms that tie their customers to a single hardware or software vendor.

Android and iOS already have a massive installed base. Why would a developer consider an alternative platform?
The most important thing to realise from the outset is that we’re not introducing a new platform. There are millions of developers who already have a great, touch-friendly, app-like mobile web presence. All these developers need to do is provide a small text file with some metadata about their apps, and they have a Firefox OS app. Many iOS and Android developers are already developing their app in HTML5 using hybrid techniques, so our base line for developers is very strong from the start.

We’re also giving developers the freedom to hack without gatekeepers, providing them with much greater flexibility to innovate and make money. Web app developers can distribute their apps on their own terms and not be subjected to anybody else’s conditions. Developers can leverage direct-to-consumer relationships to maximize revenue, can easily carry out A/B testing, and enjoy multiple payment options. Payment options include being able to use their own billing system and billing their users directly, or to use APIs we’re developing for the Web that can be connected to the mobile network operator’s billing system. They can also conduct in-app purchases.

How much of a challenge will it be for web developers to move into a mobile environment?
HTML5, CSS and JavaScript are the same on desktop as on mobile environments, so there’s no learning curve from a language point of view. And most Web developers have already been optimising their sites for mobile, because that’s where their visitors are moving. So they’re learning responsive design and how to make beautiful, touch-friendly sites that really feel like apps. Many are also developing hybrid apps. For those developers who want to leverage the more advanced APIs to access the phone’s hardware features such as the camera, the learning curve is relatively small, because they use the same programming model and design patterns that they already know.

Do you think HTML5 has the potential to disrupt the existing App Store model, and if so how?
With HTML5 we’re flipping the apps store model on its head, giving developers the freedom to innovate without having to ask permission. We’re providing developers with a distribution opportunity while addressing their concerns around fragmentation and resourcing. For consumers it’s about enabling them to buy an app once and use it everywhere they can access the Web, while providing access to local content and apps which are highly relevant to their needs. This is not possible with vertically integrated approaches where the hardware, software and apps come from a single vendor.

What do you think is the role of the operator in the mobile apps ecosystem?
Network operators have been largely marginalised in the mobile apps world, as the customer relationship for apps is generally between the customer and one of the two big app stores. This means that operators can’t leverage one of their biggest assets, the billing relationship with the customer. Mozilla is pioneering payment APIs for the Web, which will appear first in Firefox OS, that allow network operators to play a role again. These APIs can be connected to the network operator’s billing system so that up-front and in-app purchases can be made for both pre- and post-paid customers. There is significant opportunity for network operators to innovate and add value in a world using Web technologies and open principles.