It’s hard to say which one is better — mobile web app or mobile app specific to the platform? There are pros and cons of each approach, but what could be the right approach, that’s what we’re going to find out.
In the present era, mobile app is nothing new. Thousands of entertainment, gaming, productivity, and utility apps flourish in app stores such as AppExchange, and Apple’s iTunes. With numerous free apps available and some at minimal prices, the usage of apps had immensely increased. Mobile application changed our usability pattern and defined interaction with mobile devices particularly touchscreen devices, Smartphones or tablets.
However, this ease comes at a price of distribution, development, and maintenance costs. Also, they are dependent on update cycle, continuous install and most importantly, App Stores. iPhone App Developers availed the opportunity to generate maximum revenue from mobile apps.
It’s quite evident that companies today have started realizing the increasing importance of the mobile web channel. Channel so handy is showing positive signs of enhanced customer loyalty and brand awareness. Knowing this, there are still many that are unaware of innovative, new approaches which benefit the browser and make it comparatively easier to interact with consumers. This innovation is said to be native mobile app found across mobile devices in exponential number.
The Native Way
Earlier, companies wishing to engage with customers through mobile only had single option, create a native mobile app. The app was made accessible for free download or at small prices if downloaded from an online app store. What all customers had to do was simply install the desired app after searching and selecting it. And if required, download updates occasionally.
Out of many, one of the basics using this approach is the widespread infrastructure needed for initial distribution and time to time maintenance updates. And besides getting worried about infrastructure, companies need to design different versions of an app customized for every mobile platform that it will be running on. It means every version will demand for updates individually to refresh and install for end-users.
Challenges of native mobile apps are taken over by its benefits which include offline mode function of many apps, customized apps to incorporate with specific device capabilities for enhanced user experience.
The Web Way
Despite having some advantages, approach of getting a native app isn’t the most proficient for many organizations. Companies look for easier way that can create an experience customized to every user on every mobile. They do not want to get into the overhead of development, and then maintenance after distribution as in the case of a native app.
Mobile marketing can be tackled in many other ways. All they have to do is look at the challenge a bit differently. How about providing a great mobile web experience rather than opting for app approach. The mobile web app has the ability to engage users in a more efficient and cost effective manner as it provides a gateway on mobile devices to leverage them. It helps deliver instant user experience and that too customized.
The benefits of web app are higher as compared to native apps, but native apps have features which web app cannot have. In the end, it’s all about the company’s chosen approach to engage consumers.