Debate surrounding HTML5 has once again risen to the forefront of industry news with the recent release of Microsoft’s IE9, which fully embraces compatibility with HTML5. As Microsoft has traditionally been known to shy away from web standards, the incorporation of HTML5 into its latest browser is a good indicator of the growing momentum behind HTML5.

Indeed, when we first saw HTML5 splashed across the media, it was hailed as a highly possible ‘app killer’ and a savior for businesses that want to develop truly comprehensive mobile strategies. HTML5 capabilities do undeniably add unprecedented user experience to the mobile browser, making the declining medium of mobile web through browsers more ‘dynamic and alluring’ for the consumer.

However, despite HTML5 being hailed as the silver bullet that can solve the increasing nightmare of fragmentation and OS wars, mobile web browsing is far from a panacea for a standardized mobile experience for consumers.

The ‘mobile web browser vs. mobile apps’ argument is another discussion entirely, but major mobile innovation is happening with native and hybrid application technology, and whilst HTML5 solves some problems, it just does not have the ability make native applications obsolete.

Primarily, exposing native resources through the browser creates unacceptable security risks in many situations (along the lines of Java applets and Active X). Furthermore, variations in HTML5 implementations likely will continue the testing nightmare that exists with the mobile browser, where tens of thousands of browser permutations exist. New amends are constantly being made in the HTML5 standard, and as a result, technological changes will undoubtedly be required within the HTML5-enabled implementations.

It is clear that the growth of HTML5 will effectively just be adding another technology system into the already overcrowded marketplace. Businesses looking to develop comprehensive, end-to-end mobile and tablet strategies must realize that they cannot depend on a standard such as HTML5 to provide a solution to the increasingly fragmented mobile marketplace – even though it may seem like a step in the right direction towards standardization across the industry.

Ultimately, the way for businesses to truly future-proof their mobile strategy is to ensure that they have the ability to cost-effectively support any and all of the implementations across browsers and across devices, irrespective of standards claiming to be the ‘next big thing’.

With the recent explosion of devices, technological advances and standards, companies can never be too sure what will dominate headlines – or disappear from the marketplace altogether next.