When planning a mobile solution it is important to decide if you are going to build a native mobile app of mobile friendly web application. Ideally, in an omni-channel world with unlimited resources, one would strive to provide complete solutions across both channels. But in most cases a choice has to be made to either provide a single channel solution, or at least focus the bulk of the attention on one channel over the other. In these likely (and arguably preferable) cases, which channel should you focus on?
It depends. While this may seem like an easy answer, it’s a much more complex issue which depends on many different factors, including the project’s goals, audience, planned usage scenarios and budget.
Below, we’ll help you answer some additional considerations when evaluating between alternative.
Mobile App
Apple and Google have us well trained, and both as consumers and marketers, apps have a certain cachet associated with them, and it’s usually where the mind goes first. But given that most apps are used once and quickly forgotten, you need to provide a compelling reason for users to download an app and keep coming back to it, or risk getting forgotten. This would suggest that usage scenarios which involve repeated transactions are better suited to apps, as evidenced by the popularity of travel booking, restaurant reservation and banking apps.
Easy Access – Apps sit right on the phone and are easier to find and launch than a website or even a bookmark.
Data Storage – Apps can store and access data on your device, and maintain that data over time. This can be useful for rapid retrieval and is critical if you are developing a solution that needs to work even when mobile data or WiFi are not available.
Device Integration – With the ability to utilize specific functions of your device like GPS, camera and photos, apps are a better choice if you require any of those for social sharing or gaming, for example.
Mobile Website
Designing a web site, or web application for mobile usage means not only making it look right on a mobile display, but also adapting the content to the mobile experience. This need to adapt to the mobile experience is why simply converting your desktop website to “work” on mobile may not be enough, and a distinct mobile solution is often required.
Even when building an independent mobile website, the advantages are tempting:
Quick Initial Access – There is no need to download anything to your device with a mobile site, simply open the site in your browser. A call to action within your marketing campaign can be complicated by having to require users to download the app before engaging.
Easy Sharing / Linking – With a mobile website, sharing is easy. Links can be accessed by anyone with a browser.
Cheaper Development – Developing a mobile website might be an option when you have a limited budget and time. Additionally, one mobile website can work across platforms while native apps need to be built separately for iOS, Android and any other platform you want to support.
Contact us to learn how we can help you select the ideal delivery platform for your organization and provide the best experience for your users.
