June 06, 2011
By Carrie Schmelkin , TMCnet Web Editor

Online fashion retailer ASOS.com just made shopping a whole lot more tech-friendly as it announced that it is using a new HTML5 mobile platform in an effort to improve the shopping experience for customers on the go.

The retailer has chosen Usablenet Mobile 2.0 (News – Alert), which it says delivers an app-like user experience and works across a selection of devices. The platform is currently deployed by major mobile operating systems such as Apple (News – Alert) iOS, Android, BlackBerry, Nokia and Windows.

Nick Cust, user experience manager at ASOS, recently told Computing in an article that ASOS.com was ready to take advantage of the HTML5 wave early on as it has history of being an early adopter when it comes to new technology.

“We were first to market with numerous advanced mobile web site technologies, with the goal of taking mobile user experience to the next level and helping users find the product they want as quickly as possible,” he told Computing.

“The goal here was to develop ‘app-like’ functionality for our mobile offering, providing our users with increase efficiency and experience.”

The Usablenet solution was selected as the HTML5 platform among others as it did not require any data feeds or re-coding of the main site and it was a highly scalable platform, allowing the retailer to add new channels and segments to enhance the mobile shopping experience.

ASOS.com is currently developing localized mobile websites in key regions across the world, and has several apps due to be launched this year.

In related news, the HTML5 Development Conference, DevCon5, is almost here and David S. Rose, one of the nation’s leading investors in up and coming tech companies, is getting ready to deliver his opening keynote address.

The two-day conference, taking place July 27-28 in New York City, will explore the potential that HTML5 has to revolutionize user interfaces, challenge the status quo and change the future of both desktop and mobile Web experiences, according to conference planners.

Recently, TMC (News – Alert) and Crossfire Media announced that Rose will be holding a session entitled “HTML5 Opportunities for new Ventures,” on Wednesday, July 27, at 9 a.m., which will tie together business and technical issues, discussing what “Power of Story” means for businesses today, and why a company’s website is more important than ever in telling its story.

Carrie Schmelkin is a Web Editor for TMCnet. Previously, she worked as Assistant Editor at the New Canaan Advertiser, a 102-year-old weekly newspaper, covering news and enhancing the publication’s social media initiatives. Carrie holds a bachelor’s degree in journalism and a bachelor’s degree in English from the S.I. Newhouse School of Public Communications at Syracuse University. To read more of her articles, please visit her columnist page.

Edited by Rich Steeves