According to research, HTML5 looks set for a rapid trajectory in 2012. A survey of technology executives across more than 100 Fortune 500 companies revealed that 74 percent are considering HTML5 implementation, with just 7 percent of those saying it will replace their current native application offering.

This clearly demonstrates that HTML5 will co-exist with native applications in the future. Furthermore, with today’s increasing mobile market fragmentation, cross-platform development achieved great recognition – with 82 percent of respondents citing it as the reason for considering HTML5. There was a fairly even split between those preferring mobile web (43 percent) to applications (57 percent) for professional use.

The advent of HTML5 comes as no surprise. The sheer number of devices on the market, and rapid adoption by consumers, means that organisations can no longer pick and choose which device they support – and this is reflected in the 82 percent who cite the ability to deploy on all kinds of phones and devices as the most attractive quality of HTML5.

A perfect storm has been created: with the plethora of apps available, a sub-standard offering will instantly fail in the competitive market place, but by placing all eggs in one basket to develop a superior application on a single platform, businesses will alienate valuable segments of their customer base.

As a result companies are being forced to use innovative technology to create apps which stretch across multiple platforms, but steer away from a lowest common denominator approach – and this is a great thing for the industry.

However, HTML5 is not a replacement for native applications, and the survey clearly shows that the shift will be more of an enhancement to existing mobile strategies (only 7 percent of respondents said that HTML5 would replace their current mobile offering).

This is a wise approach from businesses given that customers continue to demand a combination of HMTL5 and native applications. Essentially, no-one can predict the mobile market, so it will pay off for enterprises to be as agile and as flexible as possible when it comes to their mobile portfolio.