Mobile devices are becoming more popular every day.  Thus, it is more important to have a mobile strategy.  If you are delivering a service or product via the Internet, then you need to decide whether to go the native approach deliver a mobile-friendly solution.

What’s The Difference?

The first thing to clarify is the difference between a native and mobile-friendly approach.  A native mobile application is installed on the device.  It runs on the mobile device and potentially has access to everything on the device.  This access includes storage, cameras, and sound.  Since the application is on the device, it can run without an Internet connection.

A mobile friendly solution is a website that works fine with mobile devices.  The application is run in a browser and requires an Internet connection, but otherwise, can look and feel like any other application on the device.

Why Native?

Native applications can be advertised and marketed through vendor stores.  This is the Apple App Store and Google Play for some devices.  Thus, getting your solution on the right stores can quickly expose it to millions of potential users.

A native solution does not need to be connected, so it potentially has a greater use.  Unless a user is in a situation where they always have robust and reliable Internet access, there will be times the application lags or is unavailable.  Native solves that problem and can even sync back up to the Internet when needed.  Think about a painter that goes to provide estimates.  They want to be able to enter data for a job even when there is no connectivity available.

Native applications also have deeper access to the device.  Thus, they are much more capable of utilizing the screen, camera, and other features.  This includes other applications.  Thus, a native app can take a picture and email it from your email app to someone on your contact list.

Why Mobile-Friendly?

To be honest, most of the mobile-friendly arguments center around cost and resources.  A mobile-friendly solution is built for the web and mobile standards.  This means that when Apple or Samsung release a new device the app will still work on them.  There is no need to spend time coding a solution for every device (or family of devices) out there.

Although the application stores are an excellent way to market a solution, they can be time-consuming to use.  There are also restrictions on application certification for updates after the application is released.  This can put more pressure on developers and testing to be as feature complete as possible for each release.  Thus, it takes longer to get your solution in front of your customers.

Native applications typically cost more to develop.  There are tools to help target multiple devices with a single codebase, but there are still implementation and testing considerations that make native development more expensive.  This also includes creating the app in a way that it will get accepted into a store.

A single method of delivery (the web) makes it easier to provide a consistent experience for all users.  Whenever a user goes to the site, they will have all the functionality and not have to worry whether the mobile solution has the same features as the web.

Which One Should I Choose?

In general, there is no clear winner with either of these options.  The best path to take requires several considerations.

• Do my customers need the application even without the Internet?
• Do my clients have mobile devices or typically use a browser?
• Can I need to support one (or a small number) device or will many brands need to be addressed?
• Is time to market a critical factor?
• Is this an application that app stores will automatically reject?
• What resources and budget do I have available?
• Is native a goal I can work towards rather than hit it in version 1.0?
• What are the key features/functions of the solution?
• Are the essential functions possible with a web solution?

These are just a few of the questions and decisions that go into a mobile strategy.  The import of mobile has grown to the point that it is a sound investment to consult with professionals.  The best experts to ask may already be in your company IT department, or there are a lot of good providers available within a wide range of budgets.

Delivering a mobile solution is big business.  It is also a big decision.  Therefore, it is worth your time and resources to plan out a strategy.  The old days of “lets build a mobile app” as a strategy are long gone.  Set your mobile strategy and move into the future with confidence.