This document discusses the advantages and disadvantages of different approaches for developing applications across platforms, including native apps, mobile web apps, responsive web design, and hybrid apps. It notes that while web apps have advantages like lower costs and not requiring manual updates, a one-size-fits-all approach may not work given differences in platforms. The document also examines factors like performance, offline functionality, access to device features, distribution, monetization, and user experience to determine what approach may be best depending on the specific needs and goals of an application. Overall, it advocates considering a combination of approaches to best serve users across all devices and platforms.

1. HELLO

2. OFER
HOLTMZAN
UX TeamLeader

3. ARE
WEB APPS

4. responsive web de
phonegap
adaptive
web apps
HTML5
native
responsive
web design
phonegap
adaptive
web apps
discoverability
UX
HTML5
native
hybrid apps
hybrid apps
hybrid apps

5. USER
EXPERIENCE
DEVELOPMENT
PLATFORM
-vs-

6. HISTORY
101

7. 60s-70s
TERMINALS
MAINFRAMES

8. 80s-90s
PC
SOFTWARE

9. 90s
WWW
HTML DOCS

10. 90-00s
DESKTOP
WEB
APPS

12. 90s
FIRST NATIVE
MOBILE APPS

13. 00s
MOBILE
WEB

14. 2008
APP
STORE

15. over
1.5B Native apps
40B downloads
in 2012

16. "The web is
already dead"
Chris Anderson
Wired Magazine

17. 2010's
+PHONES
+BROWSERS
+AJAX
+HTML5
+JS

18. 2010's
WEBAPPS
RETURN!

19. 2010's
WEBAPPS
RETURN!
...but why?

20. THE
USERS

21. WE LIVE IN A
MULTISCREEN
WORLD

22. 25%
of web
users
are
mobile
only

26. HOW CAN WE
SERVE THE
USERS ON ALL
PLATFORMS?

27. NATIVE APPS?
MOBILE WEB APP / ADAPTIVE?
RESPONSIVE WEB?
HYBRID?
ALL OF THE ABOVE?

28. 44%
BOTH
35%
NATIVE
22%
WEB
Top
Service
Providers

29. WHY IS IT
IMPORTANT?

30. WHY IS IT
IMPORTANT?
1. MONEY
2. EXPERIENCE
3. ENGAGEMENT

31. LET THE
BATTLE
BEGIN!

32. CROSS PLATFORM
Web Apps:
+ Low cost
+ No manual updates
+ Growing no. of platforms

33. CROSS PLATFORM
Web Apps:
+ Low cost
+ No manual updates
+ Growing no. of platforms
BUT,
ONE SIZE DOESN'T FIT ALL

34. ONE EXPERIENCE
- Good or bad?

35. ONE EXPERIENCE
- Good or bad?

36. ONE EXPERIENCE
- Good or bad?
+ Web HTML5 Native controls

37. PERFORMANCE
- Are web apps slower?

38. PERFORMANCE
"Betting Completly
on HTML5 is one
of the, if not THE
biggest strategic
mistake we've made"
Zuckerberg, 11.9.2012,
TechCrunch Disrupt

39. PERFORMANCE
"It's not that HTML5 is bad,
in the long term I'm really
excited about it .... more
people are using mobile
web FB than iOS and
Android all together"
Zuckerberg, 11.9.2012,
TechCrunch Disrupt

40. OFFLINE
+ Depends if the data
is anyway on the web
+HTML5 offers some
offline abilities

41. DEVICE FEATURES
+ GeoLocation, Accelerometer,
Compass
- Contacts List, Camera, Light

42. DEVICE FEATURES
+ GeoLocation, Accelerometer,
Compass
- Contacts List, Camera, Light

43. GRAPHICS & SOUND
- 3D is coming soon to the web,
BUT NOT YET

44. AVAILABILITY
- The homescreen icon
[web apps require manual bookmarking]
- Meaning:
More sessions
on native apps

45. BACKGROUND
PROCESS
- NO PUSH NOTIFICATIONS

46. DISTRIBUTION
- Over 500 million active
accounts on the AppStore:
- Billing, but -30%
- Discoverability
+ No Dependence & Approval
+ Updated automatically

47. MONETIZATION
- Higher CTR% for ads on
native apps

48. SECURITY
- Users feel safer
in a native app,
FOR NO REAL REASON

50. WEB
News
Content
Retail
Subscription
Media
NATIVE
Games
Social
Tech.
Sound
Travel
Finance

51. WEB APP
Responsive
or Adaptive?

52. Adaptive:
The server indetifies the device and sends
a different code, including content, display
and behaviour
Responsive:
The browser gets [all] the code,
and shows it as defined for the device

53. If there is a different
use case or content
on mobile, go for
ADAPTIVE

54. If there is a different
use case or content
on mobile, go for
ADAPTIVE
... or combine!

55. 25%
of web
users
are
mobile
only

56. Don't remove content,
PRIORITIZE

57. PHONEGAP
EAT THE CAKE
AND LEAVE IT
WHOLE

58. Experts predict:
By 2015, 80% of
native apps will be
hybrid or mobile
web oriented

59. so,
ARE
WEB APPS

60. THANKS
& GOODBYE!
Ofer Holtzman
UX TeamLeader