Mobile Apps Vs. Mobile Sites
Post on 15-Jan-2015
Embed Size (px)
DESCRIPTIONPeople think that they have to decide wether a native app or a mobile site. Both are useful, depending on what you need. Every company should have a mobile site. But native apps are becoming a really powerful marketing tool. If you are a SMB, you should have your own apps! Here you have some reasons for having one or more apps by your own!
- 1. To build an App or To build a mobile site?Thats the question 4th of March, 2013
2. Table of contents1. What benefits do native apps bring?2. Native App Vs. Mobile Site. Each of them has its mission! 3. 1 What benefits do native apps bring?1. Apps offer the best user experience2. Apps let you show your business in GooglePlay, iTunes, Amazon, etc.3. Apps run offline4. Apps offer advanced functionality (camera, GPS, databases, etc.)5. Apps optimize remote data access6. Apps keep an icon in the devices applications list7. Apps allow to send push notifications to users that installed them8. Apps are browser independent9. Apps are trendy! 4. 1.1 Apps offer the best user experienceMobile sites are not installed on the device and they have to be downloaded every timepeople want to access them. Therefore mobile sites normally offer a slow userexperience. When navigating through them, every time you click on a link to jump toanother page, all its content (layout, pictures, texts, etc.) has to be downloaded fromthe server and this process might get too slow.Native apps are installed on the device. All pages layout and styles are preinstalled, sopage transitions are really fast. Pictures and other resources are normally preinstalledtoo, so the loading time is also fast. Even if the App shows remote resources, they areaccessed directly, so downloading times are optimized. This makes native apps offer agreat user experience. Device events (touch, release, drag, scrolls, etc.) are better handled in native apps. Forexample, dragging a Google Maps view on a mobile site can be really annoying, sincethe browser might think that the user wants to scroll the whole site and it gets crazy. 5. 1.2 Show your business in iTunes, GooglePlay, SamsungApps, Amazon, etc.Smartphone users are used to access AppStores in order to look for content. They just haveto press the AppStore icon on their devices menu.But Mobile sites cant be published on AppStores. If a company wants people to visit theirmobile site, they have to put a lot of effort to promote their sites URL. Apps can bepublished and pushed to AppStores so they make downloads even if you dont do anypromotion. 6. 1.3 Apps run offlineMobile sites do not work if the device goes out of service, since they are hosted on remoteservers. This makes the navigation badly slow when the devices signal gets low.Because of the high telephony roaming costs, people normally dont make Internetconnections from their Smartphone when they travel abroad. So mobile sites arenormally visited only by local audiences.On the other hand, native apps run offline because they are installed on the. So a baddevices connectivity doesnt make the app go slow. If they show some remote content,only that content is not shown when the devices connectivity goes down, but the restof the app will keep working. Being offline let users keep playing native apps whenthey travel abroad, since they dont need data connectivity to work. 7. 1.4 Apps offer advanced functionality (camera, GPS, databases, etc.)Mobile sites cant communicate with the Operating Systems functions so they cant offeradvanced features: camera, GPS, compass, databases, etc. Well, html5 mobile sites cantheoretically access some of these functions, but this is still a Utopia.Since native apps communicate with the Operating System, they can offer all the advancedfeatures that the OS has. So native apps can offer camera access, augmented realityfunctions, GPS location, SQL database management, compass, etc. 8. 1.5 Apps optimize remote data accessFinding the right content from a mobile site might get the user frustrated. Have you triedlooking for the NBA scoreboards of the last weekend in the nytimes.com mobile site?You have to load several pages in order to get there, which needs a good Internetconnection, since every page has to be downloaded from the NY times server.Native apps dont need to download the full content of all screens from an external server.It has all the content preloaded and only downloads all those resources that have to beupdated in real time from an external server. So the data traffic is much lower. 9. 1.6 Apps keep an icon in the devices applications listA mobile site is accessed from the devices browser through a URL. Once visited, users exitthe browser and might not remember the URL in the future. The device doesnt createa direct access on its menu unless a user decides to save the URL in the favorites menu.Native apps create an icon on the devices menu every time they are downloaded. If theuser doesnt uninstall the app, the icon will stay on the menu, so users might access theapp in the future when they see that icon on the devices menu. 10. 1.7 Apps allow to send push notifications to users that installed themThe company cant communicate with users that visited the mobile site. Visitors to amobile site are anonymous. So the owner of a mobile site doesnt have the possibilityto send messages to those visitors once they left the site, unless they ask visitors to fillin a form and give permission to receive messages.Native apps let companies send notifications to its users even if they already exited theapp. App visitors are not 100% anonymous. The device ID is tracked and let thecompany who owns the app send notifications to all users that have installed the app.This is a powerful marketing tool, since it makes relationships with potential customerslonger. 11. 1.8 Apps are browser independentMobile sites need an Internet browser in order to be accessed. But a mobile device canhave several Internet browsers installed. When accessing a mobile site, the user decideswhat browser to use. A mobile site can behave differently when visited from differentbrowsers in the same device. They will even behave differently in two different deviceswith the same Operating System.Native apps communicate with the Operating System directly. Therefore, one app willbehave always the same every time you access them from the same device. Nativeapps will behave the same in two different devices with the same OS even if their OSversion is different. 12. 1.9 Apps are trendy!App usage is more popular than mobile web, according to business insider: Apps have finally taken a slight lead in overall penetration: The percentage of all U.S.mobile users accessing a mobile browser increased from 29% in February 2010 to 50%in May. The percentage of U.S. mobile users accessing downloaded apps rose from 28%to 51% over the same period. People spend far more time in apps: Americans spend more time per day on apps thatthey do on the web both desktop and mobile combined. Time spent in apps is surging: According to Nielsen, the minutes spent per month onapps more than doubled from March 2011 to March 2012. Many of our most time-consuming mobile activities games, social networks, and music are accessedthrough apps. Time spent on the mobile web was basically flat. 13. 2 Native App Vs. Mobile Site. Each of them has its mission!We all know that every SMBs must have a traditional web site. But more and more peopleare browsing the Internet from this type of devices. Therefore a mobile site shouldntbe a new product, just a way to allow people access the regular website from a mobiledevice.Native apps didnt come to replace mobile sites, they are here to complement them. Appshelp SMBs in many different ways: Drive new visitors to their mobile site (those who come from AppStores) Earn loyalty from their visitors (they will download a complement and keep it in thesmartphone. Create additional tools (product presentations, events agendas, etc.) Create internal apps for their work force. Take advantage of all benefits mentioned in previous sections of this presentation. Etc. If your are a SMB, DO NOT DECIDE among an app or a mobile site PICK BOTH!