The School of Mobile Vol. 2 - The Detail
• Applica�ons enable you to create a compelling and highly a�rac�ve user experience that goes
over and above what can be delivered through a mobile website currently
• Mobile applica�ons, because they only need to access the internet or to download data on a
limited basis are generally faster
• There are much lower (if any) costs associated with downloading data while travelling
• Applica�ons can be delivered in mul�ple ways through app stores, via the web/mobile web,
downloaded via a Bluetooth link and so on
• Applica�ons offer the ability to interact with customers in more sophis�cated and imagina�ve
ways
• Applica�ons enable you as a company to tap in and exploit the par�cular capabili�es and all the
features of a par�cular device or device class. An example is direc�onal-search enabled mobile
applica�ons via the inbuilt compass on android phones. Another example is tapping into inbuilt
GPS, accelerometers, cameras to name only a few
It is important to note here that although applica�ons clearly offer a number of advantages,
developing mobile applica�ons without a strong mobile web presence is likely to prove ineffec�ve
as a complete mobile strategy, as the mobile web provides presence and reach, whereas mobile
applica�ons serve a more targeted, specific purpose to a given group of mobile users that have a
par�cular type of handset. So the ques�on is not really mobile website vs. mobile applica�on but is
really about how you can you build one or a set of mobile applica�ons that will extend and enhance
your mobile web presence and allow you to offer innova�ve func�onality and services to mobile
users while they are travelling in a way that works around the limita�ons of the mobile web. This
is par�cularly crucial at the moment given the high cost of data access on mobile when roaming
outside one’s home network.
Bring in the Hybrids: The Rich Mobile Applica�on
This is a type of applica�on that combines the advantages of an applica�on with the real �me
upda�ng and connectedness of a mobile website. Many new genera�on and ‘loca�on/context’
enabled mobile applica�ons are of this hybrid type. This allows the majority of the app to be
downloaded and stored on the phone and then the ability for the app to tap into local loca�on
data as and when required. Thus minimising data download charges while roaming and, at the
same �me enriching the experience with the applica�on by enhancing it with loca�on/contextual
elements that relate to the par�cular place. Widgets as described in the mobile internet sec�on
also combine elements of the mobile web and applica�ons.
In some cases, the provider delivering your mobile internet solu�ons will also be able to develop
and deliver a hybrid mobile applica�on solu�on depending on requirements and func�onality and
their par�cular capabili�es of course.
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