As marketers leveraging the digital world, there will come a time when you will have to advise your clients (internal or external) on whether to build a mobile app or a mobile website, and what the differences between them are. We all know the mobile era is here. The question is, how should your client harness one of the greatest opportunities of our decade?
What Is a Native App?
An application that is built to run on a specific mobile operating system (e.g., iOS or Android). The native app is often called a "mobile app" or just an "app." It does not run inside of a browser, but rather is installed on the device. In order to install an app, you go to your devices App Store (now called the "Google Play Store" on Android). The app store is a pre-installed icon that on the device, so your next digital addition is just one click away.
Pros and Cons of a Native App
One big advantage of native apps is that they appear in the native app store. This can be a very powerful marketing tool. All of the hard work in rounding up your potential customers and having them come to one place has been done for you. This alone is enough to constitute building a native app in some cases. You'll want to take special consideration of the revenue sharing rules that are required when doing in-app purchases though—this can be a deal killer for some marketers.
Native apps can also take full advantage of particular features of that device and its software. For example, you can implement a sophisticated user interface (UI) that would be much more difficult, and sometimes impossible, to do on a mobile website.
The downside to this flexibility is that the time and effort required to build and maintain a native app is typically higher than a mobile website. There are some cross-platform mobile app solutions that let you build once and run anywhere, such as Titantium by Appcelerator and PhoneGap.