Mobile Web vs Apps

MOBILE WEB VS APPS!FEBRUARY, 2012!

Before we get started!!

Let´s kill a few mobile myths!!!

“Mobile is on the go”!!

“Mobile should be simple”!!

People expect complexity!!

“Mobile is all about apps”!!

Mobile today!Mobile web vs. apps!

Pros and cons ! !!

MOBILE TODAY!

A normal day reconstructed!!

08.02!!

08.20!!

08.33 !!!

12.30 !!!

”The mobile phone really acts as a cursor that connects the physical and digital worlds together”!! ! ! ! ! ! ! !Marissa Meyer, Google!

SO, WHY IS MOBILE SO BIG?!

3G (4G) is becoming standard!

Better screens and more advanced phones are going mainstream!

Flat fee data traffic!

The big Internet and media companies are putting focus on the mobile channel!

WHAT ELSE?!

1/2!In Sweden owns a smartphone!

1/2!Of Facebook´s traffic comes from mobile!

2/5!Have turned to a competitor`s site after a

bad mobile experience !

3/5!In Sweden use their smartphone to

search for products!

MOBILE WEB VS APPS!

MOBILE WEB!

”Browser-based access to the internet from a mobile device”!

”Downloadable or pre-installed software for mobile devices”!

OR IN BETWEEN!

APP VS WEB!HYBRID APPLICATIONS & WEBSITES

HYBRID APP: NATIVE APP WRAPPED AROUND WEBPAGES

WEBSITE: HTML PAGES READ THROUGH A BROWSER

HYBRID APP: NATIVE APP WRAPPED AROUND WEBPAGES

WEBSITE: HTML PAGES READ THROUGH A BROWSER

SEB iPhone App! SEB Mobile Site! AFTONBLADET iPhone App!

AFTONBLADET Mobile Site!

APP VS WEB!WEB APP

Comfort Hotels !Web App!

APP VS WEB!

NATIVE APPLICATION

WEBSITE WEB APP HYBRID APP

The factor list:!

Reach: ! ! !How many users can access the service on ! ! ! !a certain platform?"

SEO / SEM: ! !How important is search in order to drive ! ! ! !traffic to the service?"

Drive traffic: ! !How important is it to drive traffic to the !! ! ! !service in a simple way? "

Wow factor: ! !How important is the visual and graphical ! ! ! !flair for the service?"

Frequency: ! ! !Repetitive behavior? ! !! !"

Social media: ! !How important is social media integration ! ! ! !for the service?"

The factor list:!

Engagement: ! !How engaging is your product or service? ! ! ! !Honestly? ! !"

Speed: ! ! !How fast is the perception of the service for ! ! ! !the user?"

Push notifications: !How important is it to be able to push news ! ! ! !and alerts to the user?"

Development cost: !Is the cost of initial development high or !! ! ! !low?"

Operations cost: ! !Is the cost of ongoing operational costs high ! ! ! !or low?"

The factor list:!

Technology: ! !What native functions do you need to use?"

Payments: ! ! !Do you want people to pay for your service?"

Target Group: ! !Who do you want to talk to?"

VOLVO CARS!Engagement, Speed, Login, Push Notifications, Wow factor!

KALLES KAVIAR!Wow factor, Technology, loyalty!

Mr Jet!Reach, SEO / SEM, Ease of Use!

APPLICATIONS!PROS & CONS

PROS •  Permanent phone presence – instant access via

homescreen icon •  Rich user experience - wow factor •  Short download times •  Easy access to native phone components

(accelerometer, GPS, compass, mic, address book etc) •  Controlled and trusted distribution system •  Communicate and ”wake up” via push notifications

CONS •  Must develop for several platforms – new ones appear

and old ones become irrelevant •  App Store Jungle – plethora of apps leads to low

visibility •  Ad campaigns to drive traffic not straight-forward •  Limited SEO / SEM possibilities •  Relying on distributor to set app store rules (can

change at any time) •  User responsible for app management

MOBILE WEB!PROS & CONS

PROS •  The web is the biggest app store •  Easily updated and maintained •  Typically less development •  Future proof technology •  Supports Social Media Strategies •  Mobile SEO / SEM Support •  GPS positioning possible •  Mobile advertising is straight-forward

CONS •  Not as cool and flashy as an app •  Less advanced user interface •  Lack of access to some native functionality (mic,

speaker, accelerometer, calendar integration, sms etc.) •  Lower user knowledge than apps •  Not as accessible (can add homescreen icon but few

people know about it) •  Slightly slower to access / load

THANKS!!!

Email: christian.hermansen@mobiento.com!! ! ! ! !Twitter: @marketear!

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