In the grand debate between native and HTML5 apps, a lot of startups are placing a bet on one side of the mobile fence. It’s becoming all too common to see development in favor of either native mobile apps or simply a mobile web app to be used across all smart phone browsers.
Contrary to popular belief, this is not a debate we should choosing sides on. Startups should be creating both native apps and functional mobile websites.
The battle between native and mobile isn’t a winner-take-all fight, or even a fight at all. Instead, each one is still growing in popularity and both should be used by startups to serve complementary goals, even if there’s some overlap.
We aren’t alone in dismissing the “debate", consumer product strategy analyst Thomas Husson at Forrester agrees. Indeed, Husson notes that studies are finding that many individual consumers use both native apps and the mobile web, rather than focusing one or the other. On average, users are spending over an hour each day using each one.
Some users do have a clear preference, it’s true, but many don’t fall into one camp or the other. Instead, they make use of whichever technological tool works for them at a particular time and for a particular purpose. Below are some reasons to focus on both, and why startups would be wise not to neglect either one.
Competitive Advantage
Mobile presents huge opportunities in which startups can create competitive advantages by simply being more available on certain platforms. Startups should aim to be ubiquitous and available on every device for this reason alone. Mobile apps have large appeal to power users and deeply integrate with each phone they are developed for. The mobile web is affordable to develop for and can be a great starting point if cost is an issue.
Consider developing for the mobile web first, instead of developing an app on each platform right from the beginning. You will, of course, need to pay attention to the way your site appears on each device’s browser, but this strategy will help you be ubiquitous early on and make porting your mobile experience to native apps easier in the future.
Popularity
With any startup, you should consider the preferences of your users before anything else. Studies have shown that some users prefer apps, while other prefer mobile web experiences. The iTunes App Store and the Google Play Store are monster hits. It’s estimated that mobile app downloads will surpass 85 billion by 2016, but it’s also estimated that there will be nearly 1 billion HTML5-enabled smart phones by 2013.
Therefore, with the mobile web and native apps combined, you can maximize your reach across all mobile devices. Unless the market becomes absolutely dominated by a single device in the future, this factor probably won’t change.
Functionality
Unlike a native app, a mobile website doesn’t have the same access to a device’s features and hardware. Native apps can be deeply embedded, and can tap user info, device tools (e.g. the accelerometer), and more. Native apps simply let you do more than HTML5 web apps.
And man, are they fast! As Facebook historically discovered, a native app can run twice as quickly as an HTML5 site. Mobile web technology is developing, however, and it’s been shown that HTML5 features can drive usage up 28%. But for the time being, native apps still have the edge when it comes to functionality.
Profitability
This depends entirely on your situation and industry. Mobile websites cost less to develop and reach more people, which may initially lead to a higher ROI. There’s more to the story, however. Paid apps lead to download fees, which now reach into the billions in the aggregate, and customers are spending billions via mobile apps such as eBay’s that allow for purchases.
There are some things mobile websites can do to generate revenue, of course. But while mobile websites can create a paywall and sell subscriptions, the net effect is uncertain. In addition, mobile ad revenue can be higher through native apps due to increased engagement. Whether your business will profit more from a mobile site or a native app is a matter for careful and specific analysis.
User Experience
Native apps still provide the smoothest and most enjoyable user experience. HTML5 is improving fast, but still can’t match the speed and custom-tailored feel of native apps. App Stores also provide a quality control mechanism for apps that requires developers to be hyper-conscious of user experience.
On the flipside, site owners don’t need App Store approval to publish content and don’t suffer any of the accompanying delays. With the mobile web, there’s nothing to download, no updates to install, and no versioning differences between users. On the other hand, there’s no store to direct traffic to your site. For some apps, the extra layer of effort is well worth it. It all depends on what your goals are.
Why You Need To Focus On The Mobile Web and Native Apps
Each has its pros and cons, but one thing is clear: you don’t want to put all your eggs in one basket. As Facebook discovered, this leaves you too exposed to the downsides of a particular technology. To maximize your reach and user engagement, you need both, and they generally serve different purposes.
For most startups, your mobile website will be a place for quick information and very basic interaction, while your app will please fans, deepen relationships, and allow you to get creative and do more with your customers.
This strategy, of course, assumes you have the resources to tackle both effectively.
If you’re strapped for cash or short on time, consider a hybrid approach using resources like Appcelerator and Phonegap. The important thing is to invest in mobile to the greatest extent you can. It’s popularity is still growing rapidly, and as the pros and cons of apps and the mobile web shift, you’ll be ready to take advantage of whichever is leading.
Native apps and the mobile web are both here to stay, so it would be wise to hedge your bets.
How Bizness Apps can help
We do it all. Our platform allows businesses to create simple, elegant, and effective HTML5 sites, but also to craft native apps for customers that are interested in a more engaging mobile experience. Our apps come fully loaded with loyalty programs, mobile shopping, push notifications, food ordering, and more.
With Bizness Apps, businesses can launch complete mobile marketing solutions in minutes, without any programming knowledge, and for less than the price of a newspaper ad.
To learn more, and to start taking advantage of the fastest-growing mobile opportunities available, click here to learn how to make an iPhone app.
Andrew Gazdecki is the founder and CEO of Bizness Apps, a do-it-yourself mobile app & mobile website platform for small businesses and Bizness CRM, a CRM designed to make selling to small businesses easy.
