HTML5 is a new technology that allows developers to build rich web-based apps that run on any device via a standard web browser.

Many think it will save the web, rendering native platform-dependent apps obsolete.

So, which will win? Native apps or HTML5?

A recent report from BI Intelligence explains why we think HTML5 will win out, and what an HTML future will look like for consumers, developers, and brands.

Here's why the Apps-vs-HTML5 debate matters:

Distribution: Native apps are distributed through app stores and markets controlled by the owners of the platforms. HTML5 is distributed through the rules of the open web: the link economy.

Monetization: Native apps come with one-click purchase options built into mobile platforms. HTML5 apps will tend to be monetized more through advertising, because payments will be less user-friendly.

Platform power and network effects: Developers have to conform with Apple's rules. Apple's market share, meanwhile, creates network effects and lock-in. If and when developers can build excellent iPhone and iPad functionality on the web using HTML5, developers can cut Apple out of the loop. This will reduce the network effects of Apple's platform.

Functionality: Right now, native apps can do a lot more than HTML5 apps. HTML5 apps will get better, but not as fast as some HTML5 advocates think.

In full, the special report analyzes:

What HTML5 is, giving an overview of how it is a technology done by committee.

Why the HTML5-vs-Apps debate matters, breaking down its impact on distribution, monetization, platform power and network effects, and functionality.

The pluses and minuses of HTML5 vs. native apps, comparing each by cost, user experience, features, distribution, and monetization.

How and when HTML5 will take over, laying out how it has all the hallmarks of a disruptive technology.

The success of an HTML5 pioneer, The Financial Times.

What an HTML5 future will look like, with the promise of richer and more interactive experiences.

Interested in getting the full report? Here are two ways to access it:

Subscribe to an All-Access pass to BI Intelligence and gain immediate access to this report and over 100 other expertly researched reports. As an added bonus, you'll also gain access to all future reports and daily newsletters to ensure you stay ahead of the curve and benefit personally and professionally. >> Learn More Now Purchase & download the full report from our research store. >> Purchase & Download Now

PS. Did you know...

Our BI Intelligence INSIDER Newsletters are currently read by thousands of business professionals first thing every morning. Fortune 1000 companies, startups, digital agencies, investment firms, and media conglomerates rely on these newsletters to keep atop the key trends shaping their digital landscape — whether it is mobile, digital media, e-commerce, payments, or the Internet of Things.

Our subscribers consider the INSIDER Newsletters a "daily must-read industry snapshot" and "the edge needed to succeed personally and professionally" — just to pick a few highlights from our recent customer survey.

With our full money-back guarantee, we make it easy to find out for yourself how valuable the daily insights are for your business and career. Click this link to learn all about the INSIDER Newsletters today.