Apple divides contents of web into small apps, and then ask users to pay. This actually means that Apple creates a new business model which is fundamentally different from Web.
Commodity Content and Differential Content
Commodity Content is the information model in desktop and web era which is huge, complex and fragmented. Google and other information filtering tools can handle and optimize this kind of contents very well.
Differential Content is the future information model, customized, different, highly integrated, all the information all customized for every one. App favors this kind of information model.
But McNamee thinks that Apps are just a transitional model of Differential Content. The next trend is HTML5.
While HTML 5 is still evolving and today is primarily useful in mobile apps, "Within three to four years, HTML 5 will permit marketers to tie advertising to the content of the page as well as to the needs of consumers," said McNamee. "The notion of creating and satisfying demand on the same page without leaving the page will become routine."
McNamee believes that HTML 5 can rejuvenate an already stagnating web, which currently prioritizes indexed searching over user-friendly and visually stunning content. "The Web is not going away-it can use HTML 5 to revive itself if it's willing to create a new ethos-one driven by production values the way the Mac and Windows were before the web," he says. "Apps are consistent with higher production values, and they're definitely not going away."
The result of an survey reveals that people are staying away from free desktop experience and commodity content. Handphone users will not use Google to search mobile internet, they will use App, because this will give them better user experience. Compared to any webpages, people spend more time on these Apps.
"Engagement, which is the primary indicator of economic value, is typically 15 to 20 seconds per story in Google's model," said McNamee. "Engagement shifts to two to five minutes per app in Apple's model, and with HTML 5, indications are you're going to take it much further. From a publisher's point of view, that's a huge improvement. This shifts the power back to the people who deserve it-the content creators and the consumers."
Reference : http://mobile.csdn.net/a/20120515/2805593.html
