1. Dipesh Mukerji
Multi-channel App Development
What Approach Makes Sense For Your Business

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Possible Methods
NATIVE
MOBILE WEB
PLATFORM

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Native vs Mobile Web vs Platform
It’s Complicated

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Native Development
Coded with a specific programming language
(Objective-C for iOS, Java for Android, etc…). These
applications are fast, reliable, and powerful but are tied
to a mobile platform.
Best performance
Access to device specific features exposed by native APIs
Can be downloaded via the app store or direct distribution
No limits

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Native Apps

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Native Approach - Challenges & Advantages
Challenges
• Must know device specific
development language skill set
• Can’t port over to other
devices
• Costly
• Have to go through app store
or direct distribution
• Potential for large device
footprint
• High maintenance
Advantages
• Leverage full device
capabilities
• Full offline device storage
• Best performance
• Richest UI
• Must go through app store or
direct distribution
• Gaming capabilities
• Plethora of app developers
• No limits

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Native Apps
Build When
 Complicated & Strenuous
Data Processing
 High Performance
 Gaming & Video based apps
 Significant offline storage
 1 or 2 Devices
Don’t Build When
 Content driven and not UI
driven
 Low Budget
 Reusable Components
 Inefficient maintenance
structure
 Many Devices

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Mobile Web Development
Mobile web site living on the mobile browser of a
device and tailored to a specific device or form factor
No approval process
Easy to update app and new features
Save time and money
Supports multiple platforms

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Mobile Web

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Mobile Web - Challenges & Advantages
Challenges
• Less stable than native
• Pulls in data much more slowly than
native
• Browser fragmentation
• No app store discoverability
• May take longer to generate
revenue
• Scarcity of mobile web developers
• Less offline capabilities
• Poor gaming capabilities
• Not as UI rich as native
• Less device access capabilities
Advantages
• Leverage effective web search
technology for discoverability
• Native mobile developers are
getting more expensive
• More capable than HTML4
• Multimedia support
• Cost efficient
• Cross-platform
• Less maintenance
• Multivariate testing
• Faster time-to-market
• Smaller device footprint
• Can be wrapped in hybrid format

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Mobile Web
Build When
 Supporting all devices
 Low to moderate budget
 Content over UI
 Low to moderate offline
storage
 Easy maintenance
Don’t Build When
 High performance is needed
 Low Budget
 UI over Content
 Inefficient maintenance
structure
 Leverage custom widgets or
device specific features

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What is Platform Development
Rely on cross-channel development frameworks like
JavaScript that ensure cross-platform compatibility and
also access the devices specific features to build native,
mobile and hybrid apps
 Write once build any where (i.e. supports multiple devices)
 Saves time and possibly significant money
 Good performance
 Caters to all methods of deployment
 Could potentially have other areas of SDLC (i.e. Design,
Management, Testing, etc…)

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Platform Apps

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Platform Approach - Challenges & Advantages
Challenges
• Unsupported features
• Restricted use of personal tools
• Possibility of slow performance
• Vendor lock / restrictions
• May not be as UI rich
• Not every feature is cross-channel
Advantages
• Ease of use
• Re-usability of code
• Easy availability of plugins
• Fastest to market
• Lower total cost of ownership
• Support for cloud services
• Single code base across all devices
• Security / Authentication
• May support other elements of
SDLC
• Build native, mobile web, hybrid
and mixed mode apps
• Future proofing

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Platform
Build When
 Port across all devices
 Many apps
 Singular development
language skill set
 Reusable components
 Low TCO
Don’t Build When
 1 or 2 devices
 1 or 2 apps

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Comparison
Native
Platform
Mobile
Web
Device
Access
Full
Full
Partial
Speed
Best
Better
Good
Dev
Cost
Expensive
Reasonable
Approval
process
Mandatory
Mandatory
None
Code
Base
Different
1*
1
Comparison
Reasonable

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What To Consider
How large is your user base and how tech savvy are they?
What do your users want?
What devices are your users on?
What are your operational and maintenance cost
requirements?
What UX and/or UI experience do your users require?
Are you looking to be in the app store?
Is vendor lock a concern?

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What To Consider
How much does content matter to your users?
Industry like publishing put content at a premium
How do your users access and consume content?
Mobile, Desktop, Other
How does mobile satisfy your business needs?
Revenue driven?
Does your business need to evolve as fast as
technology?
Gaming vs Publishing

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Kony – A Complete Platform
 Tools
 Leverage single code-base (JavaScript) to build cross-channel applications
 Build beautiful effective user experience with tools / widgets
 Handles and simplifies any form of deployment
 App, device & content security and management
 Built for Enterprise and Consumer
 Commercial channels
 BYOD

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THANK YOU