HTML5 and mobile commerce
In addition to its impact on mobile advertising, HTML5 is affecting mobile commerce as well. In particular, software developers creating mobile Web sites and applications related to mobile shopping and bar code scanning are taking advantage of the technology. For applications such as ShopSavvy, HTML5 is allowing its developers to include application-like functionality without having to re-release to iTunes every time the company wants to update the app. Additionally, it allows ShopSavvy to offer customized experiences to users based on their shopping behavior.