The document discusses the advantages of developing web apps over native apps. It notes that while apps initially drove adoption of mobile internet, developing separate apps for each platform is time-consuming and expensive. The optimal solution is a single web app that can be accessed across devices and operating systems, combining the usability of native apps with the reach of the mobile web. Web apps allow for cross-platform functionality without the downsides of separate app development.

1. “Think beyond Apps – think Web App”
Björn Krämer
Head of New Business Mobile Marketing, YOC Group

2. Smartphone penetration:
10% worldwide
28% in Europe
Mobile vs. stationary:
2011: 1.100 millions
2013: Inflection point
The mobile Internet has become standard
in recent years - worldwide

3. > 500.000 Apps
(overall since launch App Store 2008/07/11)

Applications conquered the market over time
and convinced by their usability

4. The downside: Apps must be developed for
each operating system individually,…

5. …for maximising the media
penetration of the mobile internet
m

6. This is time-consuming and
expensive!

7. What would be the optimal solution?

8. One App for all App stores?

9. The solution.
- A product which combines the advantages of native
applications with those of the mobile web -
iPhone Smartphone Web-enabled Tablet PC
device
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10. App-specific functions
A native user experience due to more functions
 Scroll- /slide effects
 Individual menu designs
 Embedded multimedia
contents
 Access to the geo localization
function for location-based
services
.
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11. App stores as marketing tool
Launcher apps tab the marketing potentials of the app stores
 App stores as multipliers
 Deployment in the respective app store
 Native-programmed structure
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12. “You Don’t Need an App for the Web”
Jim Balsillie, CEO RIM

14. Contact
Björn Krämer
Head of New Business Mobile Marketing
Telefon: +49 (0) 30 726 162 -218
E-Mail: björn.krämer@yoc.com
14.03.2011