By Janet Jaiswal
Sr. Director and Mobile Product Manager
What is HTML5?
HTML5 is the latest revision of HTML standard for browser syntax and behavior whose popularity, especially in the mobile world, is rapidly increasing. Although it is still under development, almost all mobile browser manufacturers support at least some of its features.
HTML5 is used to provide rich user experience on mobile web sites. Some regular apps, such as Gmail, could invoke a browser window with HTML5 features being used. Such browser window is technically separate from the regular app that invoked it.
Geo-location API – The Fastest Growing Feature of HTML5
What is the Threat?
- Inconsistent Web Browser Implementation. The HTML5 standard suggests that the operation should require users’ permission for access. However, given the fact that the HTML5 standard is still under development combined with the variety and volatility of the mobile browser landscape, the possibility that this restriction is implemented inconsistently with the location sharing preferences for the general apps is very high. For example, a user might be able to restrict geo-location services for certain regular apps and allow them for others. However, as long as the geo-location services are enabled on the device for at least one regular app, all HTML5 apps might be able to use them.
What Can a Mobile Web Site Owner do?
Most companies realize that having a mobile site is almost required in order to stay on par with their peers. More and more users are using the mobile device to access their favorite sites and learn of new ones. Increasingly, those sites that provide a rich user experience are rewarded with loyal users. HTML5 enables a business to provide a rich users experience that can rival the experience of a mobile app.
In order to not lose a user due to loss of trust, a company should check for the following:
Notify users when you are collecting their data. If users know that you are collecting data and there is a good reason for it, they are likely to grant permission and reward you for respecting their privacy. Here’s an example of when it’s okay for you to track a user’s location: A user wants turn by turn directions to your nearest location form their current location.
TRUSTe’s Mobile Privacy Certification Program Can Help
More than 50% of retailers have a mobile presence and 26% of people who aren’t mobile have plans to go mobile in the next 7-12 months according to FitFor Commerce’s M-commerce survey. In order to less user concerns and increase your mobile initiatives’ success, TRUSTe strongly believes that you have to create a strategy to address privacy concerns across all user-facing activities. To learn more about TRUSTe’s programs including our mobile web and mobile app certification program, visit us at www.truste/mobile.