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.