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Evangelists say the HTML5 movement has so much momentum that it could defeat the native app — an application that is designed to run on a single platform — in as little as two years.

Sundar Pichai, who leads Google’s HTML5-happy Chrome OS initiative,  agrees that the “incredible advantages of the Web will prevail” over the dominant native app model. Another mobile developer expert Mike Rowehl adds: “We’ll forget that we even passed through another era of native apps on the way to the mobile web.”

The transition comes at a time when the mobile revolution is driving economic growth in the US and abroad. Phones are quickly become our second brain, and users are snapping up the smartest phones they can find. Companies, large and small, are investing billions of dollars to create a smartphone presence.

HTML5 heralds huge efficiencies for web publishers, because it lets companies develop once and distribute across any device via an Internet browser. An HTML5 triumph will not only save billions in development costs, but it will also allow publishers to direct those savings towards more innovative, productive projects.

HTML5 apps are searchable by crawlers such as Google’s search engine, ensuring that the apps can be discovered by billions of consumers. They can mash content with data or apps from third parties, and access analytical services such as traffic measurement tools, and ad server targeting technologies. You don’t need to get anyone’s permission to distribute an HTML5 app. And to top it off, at least one study says consumers prefer the convenience of them (though the research was commissioned by Adobe, which is partial to web apps).