Image via CrunchBase
Conference panels are full of folks pontificating about whether the mobile-optimized web or apps will win out in the long run. While this makes for good sound bites, little is accomplished by these debates and in the end it just causes further confusion for marketers. The reality is that it will take years (if ever) for a clear winner to emerge, so the best bet is to make the most of the current ecosystem. Yes, it’s a fragmented hodge-podge of platforms and browsers, but developing a mobile strategy really doesn’t hinge on whether you lead with an iPhone app or a mobile-optimized site. Why do you have to choose one over the other?
Cost is the most obvious consideration for marketers when planning the development of native apps for the various platforms, but if the application is developed correctly from the start, the incremental cost to bring the app to the other platforms is minimal. The majority of the costs of building a mobile application or website come from the requirements gathering, UI/UX design, creative design, and backend integration. These costs are going to happen whether you roll out a single app, or four, so why not leverage the initial investment and reach the broadest audience that makes sense for your brand?
There are nearly 286 million mobile subscribers in the U.S., five legitimate operating systems, and two major browser categories. Picking a single platform on which to hang your mobile strategy is simply not sustainable and will only satisfy a sliver of your overall customer base.
Do you leverage mobile apps and websites?
