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Friday April 15, 2011

Topic:  IT Management

Reference: Long, Tony. “Mobile Web vs. mobile app: When and why.” Mobile Marketer: http://www.mobilemarketer.com/cms/trackback/9675-2

A frequent topic of conversation among executives is what is the right amount of time and resources to invest in social media, apps, and the like. A variation on the same theme is what makes more sense investment in a mobile website or a mobile application? There is no right or wrong answer to either question. It really depends on the situation, the goals and objectives of the organization and the resources available to support the requirements. In any event, part of the answer has to be that some executive time is required to support social media development in organizations and quality execution is necessary in order to benefit from your mobile strategy.  The commentator in the referenced article really amplifies this theme on mobile development. “[R]egardless of what we have all read on the various strengths and weaknesses of the different mobile computing platforms, there need not be one final either/or decision.”  The commentator gives several good reasons for the indifference: (1) platforms and apps both handle data efficiently; (2) API features and JavaScript libraries both produce excellent user experiences; and (3) consumers have evolved more rapidly than originally contemplated and can manipulate both equally well.  Nevertheless a preference remains for apps because “the device’s native functions can be more fully exploited; and the user’s choice of devices represents a self-selected list that defines the user and makes it easier for marketers to target.” The commentator recommends basing the investment decision on finding the right balance between the audience, the reach, and the services to be delivered (including updates). I would also add that the development cost to harmonize these elements is an equally import factor.  Finally, evaluating the competitive offerings of others is also an important factor particularly in the app world. Poor feature/functionality related to competitive offerings is bound to have a significant impact on consumer acceptance. Still these are the right factors to consider, address and resolve.  In the end many organizations may choose to have both a mobile web presence and strong apps in order to address the entire market and to protect its brand position. All are equally import to making the right investment decisions in mobile solutions.