Choosing the Right Mobile Platform

Choosing the Right Mobile Platform



A practical introduction to the difference between native apps, HTML5 apps and mobile optimized websites.

A practical introduction to the difference between native apps, HTML5 apps and mobile optimized websites.



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Choosing the Right Mobile Platform Choosing the Right Mobile Platform Presentation Transcript

  • choosing the right mobile platform Native apps vs. HTML5 apps vs. optimized web
  • Hi there, we’re Everplaces. We work with mobile, today we’d like to share our learnings with you. Strategy and mobile apps for travel & DMOs. Created more then 65 apps. Our consumer app with user generated mobile travel tip is used in 95 countries
  • Overview: Mobile Formats Own app: Native Mobile optimized website Own app: HTML5 loyalty awareness View slide
  • Mobile optimized web This is the same as Responsive Design. It means your normal websites are functional on small mobile screens. Mobile optimized serves visitors in: Mobile search, Mobile ads, Browsing It’s important because of when people search for you or stumble upon you on mobile. If the page is not easy to use people instantly leave again. Some travel sites are already experiencing 30% of their visitors come from mobile browsers. YES ✓ Cheapest and fastest ✓ Becoming more important by the day ✓ Works on all feature and smart phone NO - Tends to becomes messy, too much info - Less deep interaction - Online only A mobile optimized page increases visit time with up to 2 minutes (IAB) View slide
  • Responsive design & mobile optimized design is the same thing, it makes information readable in all screen sizes
  • Native apps Native apps are build directly for the operating system; Android, iPhone, Windows or Blackberry. Native is work better and are best for deeper engagement YES ✓ Only format that can work offline! ✓ Distribution people know (AppStore) ✓ Faster ✓ More options for Functionality/design ✓ Built in features: camera and GPS ✓ Best for sharing NO - More expensive, build separately to each operating system SEO Frequent updates can be a hassle
  • Native Apps is the rolls royce of mobile experience. They can be designed to look nicer.
  • Web apps Also called HTML5 apps, are a hybrid. It’s web language wrapped in a shell so it looks like a native app. Initially these technologies were slow and troublesome but they are becoming better, though still not as fast and good as native. YES ✓ Cheaper, build for all phones at once ✓ More developers who can code these languages ✓ Can look almost like an native app NO - Poorer performance (time to load etc.) Can only do less advanced features Facebook recently switched from HTML5 to native due to performance requirements
  • HTML5 apps run directly on the internet. They have fallen out of favor with many professional app developers, but the technology shows big promise.
  • What’s best depends on what you are you trying to achieve? Convert visit to fans Apps are best for deep engagement loyalty vs. Build awareness awareness Mobile web is best for generating awareness
  • Fans - Build for word of mouth Investing in giving guests a better experience in-destination gives them a better holiday, then they share more positive posts on social media. This gives word of mouth, therefore it can increase awareness. Most people download travel apps Effect of sharing. 52% use apps in-destination. Their purpose: Example: ‣ 94% research things to do ‣ App had 1727 downloads ‣ 75% search for restaurants ‣ ‣ 80% for maps and directions Got 56 x share to Facebook. Seems modest, but effect is big ‣ (56 x 312 friends) is 17.427 people reached!
  • Recap ‣ Choose mobile strategy based on your objective: Awareness (new customers) or Loyalty (higher margins) ‣ ‣ Responsive design is important to reach new customers. Native apps are better for loyalty and return visitors
  • Contact Tine Thygesen, CEO Mobile strategy & development Thank you! learn more