This document discusses the differences between native mobile apps and mobile web applications. It argues that the question is more about whether to use the web or apps, not HTML5 vs native. There are many factors to consider in this decision including device diversity, level of user interaction needed, cost, and whether it will provide business value. For apps specifically, it recommends using a native approach for app-focused companies but considering hybrid or cross-platform frameworks if both web and apps are part of the strategy depending on performance needs and cost efficiency.

1. Native vs HTML5
Dag Olav Norem
FINN.no

2. We’re HIRING!
• Android developer
• Head of Interaction Design
– Manage a team of 5 very talented designers
– Will be out in a couple of weeks, but contact me anytime if you are interested

3. Native
vs
HTML5?

4. That is the
question!

5. Or is it?

6. Native
vs
HTML5?

7. Digression/rant #1
• The HTML5 moniker is a distraction
• It’s HTML (+ CSS, JavaScript etc). It’s the Web.
• It’s been around for a long time, 5 is just the number that
comes after 4. One day there will be a 6.
• Yes, HTML version 5 has important improvements that are
particlularly relevant in the app context, but the topic is really
the web development platform vs native development
platforms.

8. So, what is
THE
question?

9. Web
vs
Apps?

10. Web
vs
Apps?

11. Web?
----------------
Apps?

12. Should I
do Web?

13. Should I
do Mobile
Web?

14. Should I
do Mobile
Web?

15. HOW
should I do
Mobile
Web?

16. HOW should I do Mobile Web?
• Alternatives:
– One codebase to span across all devices
– Split between two code bases (typically an m. and a www.)
– Three or more codebases (tablet. , tv. or other)
• Answer
– It depends…

17. Digression/rant #2: Responsive design
• It is not a question of ”mobile site vs responsive”
• Everything has to be responsive. Both m. and www.
• The question is how broadly each should span
• If you simply assume that one is always simpler than two, you
are not adressing the core issue
• The complexity is happening outside of your control. What is
under your control is your choice of how to address that
complexity.
• If you do choose one codebase, forget about using an old
www. as a starting point. Mobile up is the only way to go.

18. Decision factors
• Device diversity
– Usage context (desk, couch, tram, store, toilet…)
– Size (phone, tablet, desktop, tv)
– Input methods (touch, mouse, trackpad, remote)
– Network (fast/slow, high/low latency, cheap/expensive)
• Level and type of user interaction required
• Cost of duplicating code per codebase
• Ambition
• Resources

19. Should I
do Apps?

20. IT DEPENDS…
• What apps can do that browsers can’t or apps can do better:
– Performance
– Device integration (notifications, camera, sensors etc)
– Background processing
– Distribution channel
– Payment methods

21. Decision factors
• If it makes a difference!
– For your core business
– "If the app makes you sell more... bananas, airplanes,
ads...then you should make an app” - Luke W.
• If your competitors can use apps as a foot in the door to take
over your market
• Cost and ROI
– Apps is not a one-off effort. Once you make one, you have
to maintain it and continue to improve it (if not, why did
you make it in the first place?)

22. HOW
should I do
Apps?

23. Finally,
back to the
first
question 

24. Or, almost

25. Native
Or
Hybrid?

26. How should I do Apps?
• If you do apps only:
– Native!
– You are an app company. You compete with other app
companies. You have to squeeze out every little bit of
advantage the native platform can give you.
• If both web and apps:
– It depends…

27. Decision factors
• Use native where it makes a difference
– If performance is important, native is the way to go
• A hybrid app is part native, part web
– Use webview when the advantages of native are not
important AND webview is more cost efficient
– But be aware that hybrid approach is not necessarily
simpler or cheaper. There are pros and cons.
• If you make a simple wrapper app around a webview, the only
advantage you get from apps is distribution
• Cross plattform frameworks are ok. But by definition a
compromise.

28. Summary
• If you’re an app company, you’re an app company
– 99% of you will go 100% native
• If you’re an Internet company
– Web is essential
– Web = Mobile Web -> essential
• How to do mobile web: depends
– Apps: depends
• How to do apps: depends
• Will it move the needle for your core business?
– Enough to compensate for the cost?

29. Questions
?
BTW, we’re HIRING!
• Android developer
• Head of Interaction Design
– Manage a team of 5 very talented designers
– Will be out in a couple of weeks, but contact me anytime if you are
interested