Choosing the Right Mobile Platform


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

Choosing the Right Mobile Platform

  1. 1. choosing the right mobile platform Native apps vs.
 HTML5 apps vs.
 optimized web 
  2. 2. Everplaces Global travel community, most authentic design & foodie travel tips TripTale
 World’s best travel app builder for brands and DMOs This presentations builds on our experience in mobile
  3. 3. Overview: Mobile Formats loyalty awareness Mobile optimized website Own app: Native Own app: HTML5
  4. 4. This is the same as Responsive Design. It means your normal websites are functional on small mobile screens. 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) Mobile optimized web Mobile optimized serves visitors in: Mobile search, Mobile ads, Browsing
  5. 5. Responsive design & mobile optimized design is the same thing, it makes information readable in all screen sizes
  6. 6. 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
  7. 7. Native Apps is the rolls royce of mobile experience. They can be designed to look nicer.
  8. 8. 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 Web apps Facebook recently switched from HTML5 to native due to performance requirements
  9. 9. HTML5 apps run directly on the internet. They have fallen out of favor with many professional app developers, but the technology shows big promise.
  10. 10. What’s best depends on what you are you trying to achieve? loyalty awareness Convert visit to fans Build awarenessvs. Apps are best for deep engagement Mobile web is best for generating awareness
  11. 11. Fans - Build for word of mouth 52% use apps in-destination. Their purpose: ‣ 94% research things to do ‣ 75% search for restaurants ‣ 80% for maps and directions 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. Effect of sharing. Example: ‣ App had 1727 downloads ‣ Got 56 x share to Facebook. Seems modest, but effect is big ‣ (56 x 312 friends) is 17.427 people reached! Most people download travel apps
  12. 12. ‣ 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 Recap
  13. 13. By Tine Thygesen, @tahitahi Thank you! Considering an app for your business? Contact for great help! &