NEW ORLEANS ? A Mozilla executive keynoting at the International CTIA Wireless 2012 conference said that although there is still a lot of work to do in the mobile space, HTML5 will help lead the way in terms of creating innovative experiences.

Mobile has come a long way, as has the Internet. However, technology is growing at a rapid speed and marketers must constantly evolve to keep up.

?We?re humans, we?re getting comfortable with mobile,? said Gary Kovacs, CEO of Mozilla.

?Apple showed us the way, they taught us what to do,? he said. ?Content is only now starting to be adapted for the mobile Web.

?As an industry we have work to do, but the work is well under way.?                                

Repeated history
According to Mr. Kovacs, mobile is very much similar to the Internet and the channel is continually continuing to grow.

Nowadays, users spend a majority of their time on mobile apps.

Apps have exploded in the mobile space because every user wants something different. And, with more than 500,000 applications available in Apple?s App Store, consumers can definitely find something that they are interested in.

Additionally, according to Mr. Kovacs, a majority of apps in Google Play use Webview ? a technology that lets an app display a Web page.

Many experiences consumers are getting via their apps are actually Web experiences and that is where HTML5 comes in.

Although many marketers believe that shrinkage is the answer, simply minimizing a Web experience for a smartphone device will not cut it anymore.

?We?ve taken a Web experience that we have been trained to optimize for desktop devices and we have not changed a thing, but condensed it to fit in our pocket,? Mr. Kovacs said. ?It?s not going to work.

?Someone in this room will reimagine the way the Web looks on mobile,? he said. ?We cannot let our legacy be shrinkage, we have to do better."

All about HTML5
By 2016, 2.6 billion mobile devices are expected to have HTML5.

And, content is also adjusting.

For example, major sites and services such as Facebook, The New York Times and The Boston Globe have all created HTML5 experiences.

The work is underway and the momentum has started, per Mr. Kovacs.

?We?re individuals and individuals in the end want choice,? Mr. Kovacs said. ?Imagine the explosion of innovation.

?I can?t stand here today and tell you that I can predict the future, but I do know that the future is always sooner and scarier than what we expect,? he said.  

?The Web gives us a common language and once we get this done as an industry, we will usher in an explosion of innovation.?

Final Take