Marketing agencies, creative professionals and web developers are often asked by their customers to bid on building a native mobile application. That is, an app that will be installed and stay resident on a iPhone or Droid or some other mobile phone.
Sometimes, this request is driven by a genuine need to provide customers with a method to do business with the client. Other times, the request is driven by what a competitor has done. In any case, the marketer can provide the client a critical service by evaluating what type of mobile solution is best for the situation and goals. The solution usually breaks into one of two groups: native app or web app.
This isn’t a post extolling the virtues of one solution over another, but rather to provide the marketer with a set of criteria to evaluate the client’s needs and make a recommendation for the solution. The table below covers some of the high points.
| Native App | Web App | |
|---|---|---|
| Definition | A software program, typically written in Objective-C, Java or another language, that is installed within the mobile devices operating system | Essentially a web page, written with HTML, CSS and JavaScript and accessed via the mobile device browser |
| Best Use | - Access the device hardware features, e.g., camera - Access device programs - Need for persistent storage of data - Assumes a long-term relationship with the client - Heavy and repeated data entry - Immersive experience like a game | - Extension or mobile-optimized version of desktop site - Call to action for joining newsletter list or contest entry - One time or infrequent use for data entry - Landing page for a QR Code scan - Short deadline mobile solution |
| Production | - Nearly always costs - Nearly always takes longer to release - iOS apps require Apple review prior to App Store listing - Android has many distribution channels including stores and direct download - Android stores vary in quality | - Typically less expensive - Shorter production - Faster updating - Full control - Host anywhere |
| Platform Coverage | - Coverage of Apple iOS and Android relatively easy - Blackberry and Windows Phone 7 harder and more expensive | - Nearly any type of web browser on any device - WebKit-based browsers allow more sophisticated features |
| Discoverability | - Require more effort for customer awareness - Require end user to download and install | - Can be part of normal website - Easy to link to for use - Instant access and use - Search engine coverage |
Caveats
Our table isn’t meant to be the last word, but rather a guide. All clients have different needs and different factors like deadlines, budgets, technical sophistication and end user attributes which can all impact the decision. The key takeaway is to understand and be able to explain to the client that there is no one one-size-fits-all solution for mobile marketing. An expert, such as yourself, can help navigate the choices and tradeoffs to get to the best answer.
