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Take a look around you, on a train, in a queue at the supermarket or at a concert. Chances are good you will see people interacting with their mobile phones or tablets. So far there has been a title wave of new apps being developed by companies and organisations. But is an app really always the answer to the question of how to reach, and interact with customers in mobile devices? In this session we look at the differences between native apps, and mobile web sites, and most important - how do we decide between the two, when we want to engage with customers in the mobile context.