M-commerce sites typically take a back seat to mobile apps, which are more powerful and rich because they reside on a smartphone and can access all of the device’s functionality. But ShopNBC didn’t want to settle for less with its m-commerce site, so it unleashed HTML5, an advanced web programming language that enables programmers to access smartphone functionality. “HTML5 enabled us to create an app-like mobile web site, providing our customers with features such as tap-to-zoom and swipe-to-scroll,” says Tom Kraus, vice president of content and commerce. “HTML5 also is providing quicker response times in both our apps and mobile site, which enables ShopNBC to have a seamless experience between apps and the mobile web, as well as across devices and mobile operating systems.”
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