Facebook is rumored to build an HTML5-based app store platform for mobile users on Facebook.
HTML5 is slowly turning out to become a problem for Apple's closed App Store. Some publishers already released HTML5 based offerings for the iPhone and iPad circumventing the app store. Now word got out that Facebook works on a secret effort dubbed Project Spartan. Project Spartan is an HTML5-based mobile platform to distribute apps according to TechCrunch.
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HTML5 is powerful enough to deliver interactive apps and games through the browser. HTML5 is widely considered to replace Adobe's Flash at some point. When Facebook is putting their massive user base of 700 million users on a HTML5 mobile app platform, Apple has a problem on their hands.
To succeed getting a meaningful share of the mobile app market, Facebook's implementation of the HTML5-based app store needs to be as easy to use as Apple's. The payment infrastructure is another hurdle Facebook needs to solve.