Amazon is the latest company to launch HTML5 a web app as an alternative to a native mobile application. Kindle Cloud Reader goes live on Wednesday, and will enable the iPad users to Kindle read their ebooks in Safari browser rather than the original Kindle app.
The new site also works on the desktop, via Safari, and Chrome browsers. Support for Internet Explorer, Firefox and the BlackBerry scenario will follow later this year.
One of the new Web site key features is the ability to store the user's latest book locally for offline reading. Amazon follows Financial Times launch a HTML5 web app in his flagship mobile service.
Motivation is also likely to be similar. A HTML5 website can quickly be converted to run on new units – a help on fragmented platforms such as Android, and also a way to mitigate the risk, when support newer devices such as HP's TouchPad. More immediate effect is, however, to work outside of Apple's App Store ecosystem where there are now strict rules about subscribing or paying for content without using iOS in app payment system.
Amazon removed recently button Kindle store in its iPhone and apps iPad to comply with Apple's new rules, even if the users of these apps can still gain access to ebooks purchased from the store through other means. However, there are no such restrictions for a HTML5 web app.
Kindle Cloud Reader will Synchronise users ' libraries, allows them to pick up reading where they left off on another device while access to their bookmarks and notes.
"We are pleased to take this leap forward in our ' Buy Once, Read anywhere ' mission and help customers access their library instantly everywhere," said Amazon Kindle Director Dorothy Nicholls.
"We have written application from the ground up in HTML5, so customers can also access to their offline content directly from their browser. Of HTML5 flexibility allows us to build an application that automatically adapts to the platform you are using – from Chrome to iOS. Make it easy and seamless to discover new books, we have added an integrated, touch-optimized storage directly in Cloud Reader, gives customers a single-click access to a wide range of books. "
Apple's new rules have nudged several companies in accelerating their HTML5 strategies. U.S. video-on-demand service Isley887 has just launched a web app for iPad, while the FT revealed last week that traffic to its HTML5 site already Fourçans its native apps to iOS.
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