Online help-desk software vendor Freshdesk has announced a new new HTML5-based mobile application. With the new application, Freshdesk hopes to take a lead against rival Zendesk by turning the focus back to its application functionality and product strategy.

Freshdesk and Zendesk are known for their feud centering on whether Freshdesk has imitated Zendesk based on the use of the word "desk" in its name. Freshdesk is a newer company compared to Zendesk.

Using FreshMobile’s HTML5 application, service agents can access from any type of mobile device, without having to update or install new native apps. They also don’t need to connect their device to their laptop or desktop.

The application allows users to create and save templates that help them quickly resolve common trouble-ticket issues, rather than key in the same response again and again on their mobile devices – a process that can be very monotonous.

The service can auto-suggest answers from knowledge bases as well.

In contrast to Freshdesk, Zendesk has already launched a series of native mobile applications for Apple iPads and iPhones, Android (News – Alert) devices and BlackBerrys. They recently launched a Windows Phone application.

According to analyst Ray Wang, CEO at Constellation Research, Freshdesk’s attempt to position its HTML5 application as an advantage over Zendesk may not provide them an advantage in the rivalry between the two.

So, what HTML5 can do for you? "I think HTML5 gives you a broad entry point, but most folks are also then optimizing for [specific] devices as well," he said. "You can’t ignore iOS in the long run. This is probably just one step in the long view of [Freshdesk’s] road map."

Beside their mutual rivalry, Zendesk and Freshdesk also compete with traditional customer-service software providers, as well as the likes of Salesforce.com’s (News – Alert) Desk.com, a product added in their portfolio with the acquisition of Assistly.

Desk.com has offered HTML5 mobile interfaces for some time.

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