Mobile Apps – How To Save Thousands of Dollars

The gold rush is on, and people have hitched their wagons to many different platforms as they pursue the mobile market. The tsunami of technology is hitting us so fast that consumers are both dazed and engaged as new technologies flood their mobile widget du jour. Even more confused are the companies trying to decide what is best for their organization. Trends are being directed by the market as it is played out through supply and demand. The question boils down to our clients in how should they think about Mobile?

Many are asking, “why do we have different concerns for different platforms: the Web, Mobile Web, and Native Apps? What should mobile web be?”

The good news is that it’s more a buffet than a battle – and under the sneeze guard you can choose options based on how you wish your viewers to engage. Do you wish for them to shop, search, entertain, manage, inform, navigate, or connect? Is security your focus or functionality – or both? What is your budget and where should you invest?

Your Choices:
Mobile web (MW) – This is a browser-based application that is not downloaded from an app store and accessed when you type the URL on your mobile device. It allows fluid browsing, but developers need to code through a web-to-native abstraction layer to enable access to device capabilities that are not accessible in Mobile Web applications, such as the GPS, camera, and local storage.

Native App (NA) – This is an application designed to run specifically on the mobile device and allows use of Native Applications like the device camera, GPS, etc.

NA’s can do more heavy lifting with no need to download cookies because everything is loaded on your device, which provides added security and speed in contrast to a MW, which has traditionally been Read-only.  Still, NA’s are also much costlier to develop and need to be almost entirely coded for each device (Android, Blackberry, iPhone, etc..). Adding iPad compatibility, for example, can add up to 50%, due to the development cost. This provides less flexibility when new technology arrives. In contrast, having an out-of-date MW App is virtually impossible because it naturally adapts to the device.

Twitter and LinkedIn have also invested in both MW and NA. Compare the two iPhone screen shots and try to guess which is which:

Twitter:

LinkedIN:

Technology for MW is improving to a degree that it will soon be undetectable to the user.  Hint: Twitter MW is on the left, LinkedIn MW is on the right.  How did you do?

Compare the difference of the location of the tool bars; how do they act when you touch them? Which one is faster? Do they have the same number of functions?  Will they both allow you to upload a photo?

Boston Globe is another example of a website that has taken a hybrid approach, developing both MW and NA.  Their website is very mobile-friendly, adapting screen size extremely well using HTML-5. One way to test this on your screen is to play with the size of your browser while engaging with BostonGlobe.com. The responsive design is quite deliberate and well done.

The big mistake is to force a traditional media strategy into the mobile environment.  Companies need to realize that the world, and even the Web itself, have changed and continues to change quickly.  One advantage of MW is that it has the potential to adapt quickly and with less impact on your budget.  It is no longer the 2nd class citizen of mobile development and could overtake the NA, though Apple’s dominance should not be underestimated.  Consumers love the one-stop-shopping in the App Store, where credit card numbers are stored in one place.  They also like the one-click icons.

But if you ask, “What should Mobile Web be?”  Soon, it can be whatever you want it to be.  MW has as many advantages as Native Apps and should be equally considered.  My opinion is that developing web apps with the idea of using Cordova to make them native is the most cost effective solution for a customer.  It also delivers a good experience in both platforms.

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