The Open Web Platform. That is what you call it now. You may have called it something different before. Most people did. Here are some of the common (and not so common) labels:
- Rich Internet Applications
- Single Page Applications
- Service Oriented Front End Architecture (SOFEA)
- Service Oriented User Interfaces
- Native Web Development
But it is settled now. It is called the Open Web Platform. It may not be the be the most descriptive or marketable label, but it is the one that stuck.