Mobile Apps vs Mobile Web - The debate from Mobile Monday 3rd june 2013
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Darren Cousins has 12 years experience in financial services as a senior UX developer and mobile advocate. He discusses how native app coding was once cutting edge like Flash, but mobile browsers are now capable of most tasks without apps. While app stores provided advantages, client demand has shifted as users realize apps aren't always needed. Most mobile activities are content consumption requiring internet access, not self-contained apps. Top mobile activities like social media, search and video work well in browsers, and usage patterns may change as mobile and desktop continue converging. While native apps once provided benefits, improvements in mobile hardware, browsers and development tools mean responsive web apps can now match native performance at lower cost and with easier updating.
Mobile Apps vs Mobile Web - The debate from Mobile Monday 3rd june 2013
- 1. Hello... Darren Cousins Senior UX Developer / Mobile advocate - Reading Room Lead internet developer for 12 years in financial services CIM post grad in marketing
- 2. Hype & Reality Native app coding is currently where flash was in its prime, capable of delivering what browsers can’t “ “
- 3. Markets App stores superiority Speed to market Market awareness Ease of installation Monetisation Competitive threat comes from a potential web app store and a closing technology gap between mobile browser capabilities and native functionality “ “
- 4. Clients have realised they don’t need an app to be visible in the mobile space Client demand
- 5. It’s all about consumption
- 6. It’s all about consumption 2 hours per day 32% on games 68% on data consumption Gaming is largest single activity Doesn’t usually require internet Self contained content is the value layer All other activities are data consumption Require internet access Delivered content is the value layer A locally installed, fast opening app isn't as useful as the data it connects to “ “
- 8. Top 3 uses of the desktop internet • Social networking • Search • Video Usage patterns These don't require a dedicated app, they all work within the browser Mobile browsers are amply capable of delivering all of these services When the mobile-desktop crossover point occurs, desktop patterns will transpose onto mobile, email has already become a mobile activity Games might not always be the top activity “ “
- 10. Native Usual advantages for "going native", speed, native features and smooth UX Aren't core requirements for what most people actually do with their phone, consume information Technology Speed - will always be a function of device capability, not the development platform, mobile hardware advances will reduce performance gap of native approach Smooth UX - requires thought-out animation using optimised libraries and a modern GPU to deliver performance increases
- 11. Web growth features Browser APIs are providing more access to native features GPS / local storage has already happened getUserMedia provides nascent camera and microphone integration http://www.html5camera.com/ Technology
- 12. Performance Local storage is faster than browser cache and offers buffering for intermittent network connections DART and other attempts to simplify JS offer speed improvements Video codec's can now be written in JS (Otoy) allowing constant improvements which are independent of apps and OS Technology
- 13. Updates App updates can be ignored Can affect brand perception and conversion potential Web apps deliver updates instantly to all users Everyone is using the latest and greatest version Technology
- 15. Resources Development The knowledge-barrier to entry for native code development is higher than web. Progress in developer tools will cater for the masses, and with millions of web developers the knowledge hurdles will be removed by means of hybrid frameworks The native language of the internet becomes the lowest common denominator to the widest array of platforms and devices.
- 16. Resources Cost Cost of native development is high, both financial and time The average user expects an app to cost zero User loyalty is practically non-existent and migration is expected Only financial winner from apps are the app stores.
- 17. Summary Burberry, New York Times and the Financial Times have already created web apps Step change in mobile traffic occurring very soon, mobile usage will also change As more people turn to mobile as a primary device, device fragmentation is inevitable in every ecosystem App development can't scale quickly enough to match rapidly expanding diversity The most cost effective and scalable approach is responsive mobile web apps that can be deployed to a diverse range of devices sized from smartphones to cars