While apps have been made popular by Apple, Google is trying to change all that by creating a mobile website that replicates the functionality of an app. Many users have pages of downloaded apps on their smartphones but may actually only open a handful on a regular basis. Companies are finding that in-app use is not as effective as having a more integrated strategy that involves the mobile web.
According to a Forrester forecast:
By the end of 2016, 4.8 billion people around the world will use a mobile phone, with smartphone subscribers representing 46 percent of the global population.
The growth of smartphone use is only going to get larger and companies need to prepare for that by offering users a vast array of tools to connect with them. Google believes that by creating mobile websites that mimic apps that it will be able to offer that experience.
Flipkart, a model for the mobile web
Recently, Indian-based e-commerce site, Flipkart worked with Google’s Chrome browser to develop their mobile website which gives users the feel of an app without having to download an actual app. Like an app, Flipkart offers:
- Push notifications
- Access to hardware features
- Location-based data access
- Search functionality
As it becomes increasingly more difficult to get users to download yet another app to their smartphone, the Flipkart model alleviates that problem. It also solves the issue of users who may forget to update their apps as changes can be made directly to the mobile website instantaneously.
Will mobile websites become the future and dominate apps? Google would like that to happen, but it will take time to see if users prefer mobile websites after having been trained to download apps. For companies, it should provide a more integrated approach to reach customers on a regular basis.
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