1. Native or Web
Browser?
S

2. Web Browser, Native App….
Or?

3. Nxtbook Media
S Marcus Grimm – from the US!
S Gavin Stark – from the UK!
S Serving 2,000,000 readers per month
S Desktop digital editions
S Tablet/mobile browser editions
S Tablet/mobile native apps

4. Goals
S Break down the differences between the 2 platforms
S Show you how the difference in platforms creates
different results
S Help you synthesize this information for your strategy

5. Interface
S 2 years ago, native apps
always looked a lot different
than browser apps
S Not necessarily the case
anymore

6. Capabilities
S Native apps can do more with your device: your
camera, accelerometer, etc. Eg. Instagram letting you
use your phone and say where the pic is from.
S Browser apps are a bit more limited:
geolocation, orientation
S But this is changing, too
S How about speed?

7. Browser App That’s Faster
Than a Native App?

8. Development
S Browser
S One size (mostly fits all)
S Native
S One size mostly doesn’t
S Hybrid
S Browser development inside platform specific wrappers
S Somewhat shows that previous discussion points are dated

9. Finding Readership
S Browser
S Email
S Social Media
S Search Engines
S *Assuming Your Content is Open!
S Native
S Improving With Social Media
S Still a Somewhat Convoluted Process

11. Paid Content?
S Native
S The app store is the gatekeeper. Do not try to bypass it.
S Android native, less restrictive.
S As stores get bigger, discoverability is an obstacle.
S Browser
S Do what you want.
S In the browser, you get more control, but you have to build your
store.
S You’re responsible for finding and marketing to your audience.

13. Versioning of the App
S Native
S Up to publisher to release
S Up to user to accept
S Browser
S Up to publisher to release

14. Assuming You Are On All
Platforms, Where Are the
Readers?
10%
Desktop
Tablet Browser
48%
31% Phone Browser
Native iPad
iPhone Native
8%
3%
Data is from top 5 Nxtbook customers on all platforms January, 2013

15. The Reality With Paid Content
Top Paid Title Top Controlled Title
4% 2% 1%
10% 13%
21% Desktop
Native iPad
Tablet Desktop Browser
Browser
Phone iPhone Native
12%
Browser iPad Browser
Native iPad
61% iPhone Browser
2% iPhone 74%
Native
For better or worse, gates work!

16. Conclusion: It’s About You.
S Do you have marketing power?
S The less power, the more native you should be.
S Do you have viral content?
S The more viral, the more browser focused you should be.
S How will you make money?
S If more ads, more browser. If more issue sales, the more
native.

17. Thank you!