Development Decisions:
Mobile Web or Mobile Application?
In the rush to satisfy mobile users, many developers are pressured into developing
Mobile Apps. While Mobile Apps serve a purpose, it's best to define that purpose--and
know the alternatives, before development starts.
Make Your Website Mobile Friendly
| Quick Definitions |
| Mobile App |
Software developed for specific mobile platforms. |
| Mobile Web |
A website, optimized for mobile devices. |
|
Regardless of your final Mobile App strategy, your website should be usable by
mobile users, even if it is not fully optimized
(see previous blog on Responsive Design). At the very least
the following guidelines
should be observed:
- Keep the viewing area within capabilities of mobile devices.
- Avoid controls that don't work well on touch screens, like:
- sliders,
- image roll-overs, or
- any type of “drag and drop”.
- Optimize the website for quick page downloads
Mobile Apps Should Offer Something Different
Generally,
Mobile Web
is more convenient to users than Mobile Apps because Mobile Web
does not force people to download anything. If you're going to require that people download
an App to access your content, then the App needs to do something specifically better
than what could be delivered by a Web App.
Otherwise,
you're actually penalizing mobile users by making them download the Mobile App
instead of taking them directly to a your content.
Legitimate Reasons For Developing Apps (in descending order)
While
Mobile Apps
require more work, they also offer specific benefits to both the developer
and the user.
The Best Apps Use Device Features
The best reason to develop an App is to take advantage of the specific features of the
mobile device. For example, your decision to develop an App will be most gratifying
if it does with one of the following:
- Uses the GPS
- Makes calls
- Takes pictures
- Records audio
- Finds directions with the compass
As A Billing Method
While there are many ways to bill customers for content or services, the App Store is a
very convenient billing method. Just remember that the App store will want a commission.
You Want The Exposure Of The App Store
The last--and my least favorite, reason for developing a Mobile App is to get the exposure
available on the App Store. There is no doubt that there is an advantage to this, but this
marketing value needs to be weighed against the development costs.
Legitimate Reasons For Not Developing Apps
In addition to the inconvenience to users, there are other reasons that weigh against
Mobile App development.
Added Complexity in Distribution And Updates
The software distribution method is more complicated than web delivery, where any change
is immediately registered the next time someone views your Mobile Website.
Higher Costs
When you decide to develop a Mobile App, you are actually committing yourself to several
software development projects because you'll want an App for:
- iPhone
- Android, and possibly
- Windows Phone, and maybe
- Blackberry
Additionally, apps developed for phones are not always suitable for tablets, so you
may need additional development for:
- iPad
- Android Tablets
Conclusions
While there are many compelling reasons for developing Mobile Applications, they
need to be developed in consideration of:
- An actual cost/benefit analysis, and
- Mobile Web alternatives.
--Michael Schrenk
August 25, 2013
Las Vegas Nevada
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