Mobile Experts debate Mobile websites vs Web Apps ?

There were  a lot of differing opinions and some great debate however I think that there was a type of consensus by the end of the night.  After a few people asked me to share my notes, I thought I would instead turn it into a post and let the world chip in.  Here you go!

There were two teams in the fray, Team Apps and Team Mobile Web each arguing that their own technology was better. Here is a summary of the two arguments, which I have categorized, added to( where I thought they missed points)  and clarified:

Mobile Apps are better because

1. Discoverability-
   1. Easy to find- just search the market! You can google to  find webapp, but you will get other “junk” as well.
   2. App markets offer an even field as everyone, large and small has an equal chance of attention.
2. Expensive to Develop( yes this is a plus point!)
   1. More expensive, but the market would even itself out when more developers are trained up.
   2. Cost= quality and you get what you pay for.
3. Big Market for apps
   1. People enjoy apps
   2. People like shopping for  apps and discovering content
   3. Sharing app knowledge has become almost like a social currency that people can obtain benefits from sharing useful apps.
4. Drives Product innovation-
   1. The Ipad exists because of apps- it’s a poorer product without them.
   2. Traditionally features are rolled into native apps first before becoming accessible via mobile websites.
   3. App can work highly technical features into the apps that webapps can’t do  (yet!)
5. Better Experience-
   1. Apps are a holistic,  controlled experience.
   2. Apps can work offline- how many mobile websites do you read on a plane trip?
   3. Apps can take advantage of accessible hardware to integrate into the app.
   4. Apps reward you for giving limited experience eg instagram. – Do one thing really great.
   5. App experience is designed specifically for the device, so works better
   6. Faster experience.
6. Continuing Engagement
   1. Mobile web is a research tool ( a romantic fling) mobile apps are about engagement and come back constantly.( Long term partnership)
   2. Apps create an ongoing engagement Users store an app on phone, and can use push notifications and other features to keep bringing users back.
7. Better for your brand
   1. High quality experience builds brand and adds to brand value.
   2. People have a personal investment in the apps as its part of their phone, more so than other channels.
8. Good spend for your budget
   1. It can provide good payback, if used correctly. Tesco made back their money on app in a week, because of the high quality experience.
9. Apps are products
   1. Can be monetized via the  market including  via carrier billing, sales, freemium, and ad based

The Motorola Atrix includes a full web browser as well as a mobile android browser

1. You go where the market is
   1. Webapps have a bigger market.
   2. 6.8 billion on planet but only 100 million iphones sold,
   3. 77% of the planet have a mobile device
   4. 85% of phones include a webbrowser.
2. Mobile is a captive market
   1. For 1/3 of mobile phone owners, their mobile device is their only access point. ( 20% for UK population, 50% for some African countries)
3. Multiplatform
   1. from outset, mobile websites will work on the multitude of ways a user can access ( including via app store via Dev platforms like phonegap)
   2. Your user experience should adapt gracefully depending on the users environment.
4. Monetisation
   1. Most apps are free.  (60% of android apps are free) – so don’t have a business case.
   2. Games- mobile games cost 2.99 but cost  24.99 in consoles.  – Low margins in Mobile, some large apps including angry birds are only 59p.
   3. Mobile Websites can be monetized as part of your business process, using whatever method you want.
5. Linkability
   1. Mobile web  is based on the web and thus can be linked to other content.  You can’t open apps via email ( on iphone at least!- Android you’re ok!)
6. Market is growing
   1. Growth rate for laptops and mobile will exceed desktops
   2. Feature phones still outnumber smartphones 4:1
   3. 49% of mobile users with a web browser have used mobile search to find something.
7. Price to develop
   1. Mobile websites cost less than apps to make
   2. Can iterate builds faster because of the lower cost to build.
8. Own your content
   1. Whether you are a gambling company, or a garden center company you have greater control over your experience as you can publish what you like. App stores control what you publish ( at least Iphone does!)