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HTML5-based Mobile Operating Systems may Change the Face of Mobile Marketing

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> Mozilla’s HTML5-based mobile operating system leaped ahead this week thanks to support from a handful of wireless carriers. For marketers, the news has the potential to bring more cost-conscious consumers into the smartphone market and unlock new opportunities.

> One of the main attractions of a mobile operating system such as Firefox that is built on HTML5 is that it enables the development of smartphones that function at nearly the same level as some of the high-end options currently in the market but at a much lower cost. Such lower-cost devices could be attractive to feature phone owners who are considering whether or not to upgrade.