Mobile Web vs. Native apps

YOU WANT TO GO MOBILE, BUT WHICH WAY? Native vs. Mobile Web Prepared by Su Cox and Zach Pousman | September 23rd, 2011 www.iqagency.com | 280 Interstate North Circle SE Suite 300 Atlanta, GA 30339 | P: 404.255.3550 Version 9.7.10 | Conﬁdential and Proprietary © Copyright IQ

YOU WANT TO GO MOBILE, BUT WHICH WAY? • IQ THE DILEMMA Each year has been considered the ‘year of mobile,’ but truly, this is the year of mobile… again. Now marketers understand its importance and have seen brands achieve success, so the masses are moving to mobile as fast as possible. But with all of the options, what platform should be used? Is it iOS, Blackberry, #1 CUSTOMER NEEDS Android or Windows Phone What are your business goals 7? Who will lead? And how and customer needs? about mobile web vs. native At IQ, we understand there are many applications? factors involved, the first of which is defining the problem you are trying to solve for your customers while addressing their goals. The key question is how can customers use their mobile device to help them make a purchase decision, use your product, and overall, make life easier or more enjoyable? Once you figure out the way your brand can intersect with these needs, there are still many factors to determine whether to go with a mobile web app or native application solution. Let’s dig in. 1

YOU WANT TO GO MOBILE, BUT WHICH WAY? • IQ#2 DEFINE TERMS #3 WHAT’S DIFFERENTWhat is mobile web app vs. Do they really differ?a native application? Some say that with the continued developmentMobile web applications are designed to of HTML 5, many of the current advantages ofbe accessible from a device’s mobile web native applications will become less relevant;browser and require Internet access. Native however, HTML 5 is not quite here. When itapplications (apps) are built on each mobile does fully arrive, native apps will likely stilloperating system’s platform. They’re typically have device speciﬁc advantages and will be thedownloaded from the platform’s application necessary route for applications that requirestore. You can always leverage both with a features including augmented reality and high-hybrid application that is a native app that performance gaming.contains mobile web content. This approach,of course, comes with more complexity, butyou may ﬁnd that it best meets all of yourneeds. 2

YOU WANT TO GO MOBILE, BUT WHICH WAY? • IQWHAT FACTORS SHOULD WE CONSIDER?Consider the following factors when determining whether to incline towards investing in a mobile web vs. nativeapplication. Then, take a look at our quick quiz to give you insight into which way to lean. Platform use The first consideration is whether you are willing to create a new design for each platform (iOS, Blackberry, Android, Windows Phone 7). You or your agency will need to have the skills and understanding of how each operating system works from design through development. Each of the major platforms have user-experiences and visual design guidelines, but there are quite a few differences across the platforms that impact the screen flows, features and supported resolutions. In addition, if you are particularly focused on mobile commerce and want to target iPhone users, you should strongly consider the iOS native platform vs. the web because there is a 30% higher conversion rate with iPhone app users than mobile web shoppers.Web vs. device capabilities integration Quick access and marketplace leadershipAnother key differentiator is whether you expect to If you want customers to have one-touch access to yourleverage the device’s capabilities on a regular basis. application either to emphasize brand recognition orIf your application integrates with the camera, GPS, to just make it easier to pull up, native applicationsaddress book or calendar often, then lean towards the are the way to go. This is especially important in casesnative application. In contrast, if you are looking to where customers are using it for repetitive, incrementalintegrate more with the web’s content and applications, tasks. With the native application marketplace, therethen look more closely at the mobile web. are benefits of large-scale distribution across each marketplace. This type of distribution provides an opportunity for you to “own” a category, establish brand recognition, and implement cutting edge technology, since it is unchartered territory for many marketers. Bank of America and USA Today are frequently first on platforms because they want to be #1 in Banking and News, respectively, in mobile marketplaces. 3

YOU WANT TO GO MOBILE, BUT WHICH WAY? • IQContent FeaturesWhen it comes to mobile, content is just as important Features also dictate which platform is best becauseas utility. Let’s say that your experience is driven by the context of use is so important. Note that highcontent that is dynamically updated by you or other performance games, entertainment, or productivityconsumers (thus requiring frequent updates). If you are applications should be native due to performancefocused on driving traffic to your content through web limitations of the mobile web. In addition, native issearch, and your content cannot be surfaced easily via good for applications that are accessed routinelya native application, lean toward mobile web solutions. on the go whether in the kitchen, mall, or subway—When the customer, however, is the key driver to especially to support offline work that, if needed,publishing content, such as heavy uploads of pictures can be synchronized later.or frequent updates of notes, lean toward nativeapplications.Payments and tracking Costs and maintenanceYou should consider how much control you want Another key factor is based on how often you expectover payments and data tracking. If you want to update the application. Keep in mind that nativecomplete control, go with mobile web, because applications tend to be expensive compared to mobilenative applications will come with some restrictions web, especially since you have to create one for eacharound data tracking, payments, and platform. Think about whether you have developerseven monetization. on hand to keep up with the necessary changes and whether you want to constantly maintain these applications. As native application users grow, they will expect your application to grow with their needs. If you want, or expect, to be able to update features rather instantly, the web gives you more control.User interface control Consider the hybrid approachThis factor is not only a matter of taste, but also If you find that your needs cross the benefits of bothof skills. If you want to be able to customize the the mobile web and native applications, considerapplication, the web can allow for more flexibility a hybrid approach. There are tools available likedue to the fact that native applications have standard Appcelerator Titanium and PhoneGap that areplatform guidelines for navigation and features. development platforms supporting native applicationYou’ll have to consider whether you want to deal with development using web technologies (HTML, CSS, JS,these constraints versus the browser’s navigation for Ruby, Python, PHP). With these technologies, you caneach platform’s mobile web. If you have a strong brand also access device capabilities like GPS, compass, etc.identity and want to maintain the look and feel across You can potentially get the best of both worlds byall mobile platforms, the mobile web can allow easier taking this hybrid approach. It is an emerging solutioncustomization and control. When designing a branded requiring more innovation, but it may allow you toapplication on a native platform, the final design is better address your specific needs.typically a compromise between the brand elementsand the native application’s user interface guidelines.For example, the same application in Windows Phone7 can look extremely different from an execution iniOS because of the marriage between the brand and aplatform’s distinctive style. 4

YOU WANT TO GO MOBILE, BUT WHICH WAY? • IQWHAT NOW?Start from the strategy and drive toward a decision. You’ll need to layout the business goal and the customerproblem you are trying to solve ﬁrst. In the meantime, if you need help getting on the right path, use thisscorecard by placing a point in the left column to determine which direction to take. PLATFORM USE Web You want the same experience and design across all platforms. Native You are focused on mobile commerce, and you are primarily targeting one platform. Web You are focused on mobile commerce, but your users are evenly spread across platforms. WEB VS. DEVICE CAPABILITIES Native Your application will leverage the devices’ capabilities regularly (camera, GPS, address book, etc.). Web Your application requires frequent access of external web content vs. a single immersive experience. QUICK ACCESS AND MARKETPLACE LEADERSHIP Native One touch access to this application is important for routine use. Native Your goal is to be a category leader in the application marketplace. CONTENT Web The experience is driven by content that is dynamically pushed by you or other consumers. Native Your application’s content is primarily generated by the user. Web You have lots of content and want users to be able to search for it. FEATURES Native The experience is driven by tasks that the consumer can complete ofﬂine and synchronize later. Web Your application requires frequent access to the Internet in order to help customers complete tasks. Web Your application has very few complex features. Native Your application is a high performance entertainment, productivity or a game app. Native Your application is used on the go for quick bursts of activity that have cumulative results. PAYMENTS AND TRACKING Native You want an easy payment solution handled by a third party vs. controlling payments yourself. Web You want complete control over monetization of your site, including advertising. Web You want access to all of the tracking and data-gathering you want. COSTS AND MAINTENANCE Web You need to be able to update features and content rather instantly. Native You have easy access to developers who can update native applications quickly. Native You expect long-term use of this app and will commit to maintaining the customer base for it. Web You can only pay for one application that needs to be used for multiple platforms. USER INTERFACE CONTROL Web You want a custom interface, but do not mind the browser’s navigation and frame. You want complete use of the device interface and are willing to use the platform’s navigation and Native feature guidelines. NUMBER OF CHECKS ANSWERS SCORECARD Native Mobile 9-12: Strongly lean toward that platform. < 9: Consider a Hybrid approach. 5

YOU WANT TO GO MOBILE, BUT WHICH WAY? • IQ For more information about IQ’s mobile practice, contact: John Woodbridge newbiz@iqagency.com 678.449.2010 www.iqagency.com | 280 Interstate North Circle SE Suite 300 Atlanta, GA 30339 | P: 404.255.3550 | F: 770.956.8014 6 Version 9.7.10 | Conﬁdential and Proprietary © Copyright IQ

Mobile Web vs. Native apps

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Mobile Web vs. Native apps Document Transcript