The continuous evolution of smart phones, regular release of newer mobile OS versions, availability of a huge variety of mobile
applications from different app stores and high speed internet connections have completely transformed the way consumers use their mobile devices. According to mobile industry reports, 7.12% of all website
traffic worldwide came from handheld devices in 2011. In 2012, that figure rose to 11.78%.1 According to eMarketer (a leading digital media market research firm), more than 58% of American adults will be regular mobile web users by the end of 2016. Tablets and smartphones are becoming the default choice for connecting to the internet. The web has become an essential part of our lives, and users are connected to their internet devices from anywhere and all the time.
This revolution is influencing many companies to shift towards a “Mobile First, Desktop Second” strategy for their business. However, the shift from desktop to mobile requires web designers to refocus - not completely away from desktop design, but certainly with an inclination towards mobile. There are several ways to approach a mobile web presence, such as implementing a separate mobile site or a mobile web app. The most recent and popular approach seems to be Responsive Web Design.
This paper explains the difference between Mobile Web App and Responsive Web Design, and provides a framework for resolving some of the key questions decision
makers have. These include what factors to consider when choosing between Responsive Web Design and Mobile Web App, and what type of industry Responsive Web Design is most suitable for. The paper examines the pros and cons of each approach, and presents a sample scenario from the retail industry as well as a case study. As the paper guides you in how to make the right choice, it draws upon RapidValue’s experience helping enterprises succeed in the complex and evolving mobile ecosystem