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When is an app not an app

  1. Native, web and hybrid apps Copyright Incentivated Limited 2011
  2. What’s the difference? Definitions that a humble, not-too-technical, marketer can understand  Native App  An application designed to run in the environment being used (iPhone, Android, Blackberry etc).  To use a native app, the customer has to ‘download’ software onto their phone, and the programme runs from the phone, accessing some remote data if needed. Because it’s installed on the phone, such apps can access (and use) phone functions like cameras, contact lists etc.  Improvements to the app require the user to re-visit their app store and download a new version of the app (“updates”) Copyright Incentivated Limited 2011
  3. What’s the difference? Definitions that a humble, not-too-technical, marketer can understand  Web App  An “application” that uses software already on the device (phone) with which to access the specific programme.  Typically this is the web browser, using HTML5.  The application ‘hides’ this by amending what the browser looks like on screen, instead providing a frame which looks and feels like the programme the customer is expecting to use. (e.g you won’t be able to ‘see’ or access the URL bar etc).  Any improvements to the app to be updated automatically ‘over the air’ whenever it is accessed by the customer, and without their express knowledge (or consent).  A primary reason that many companies are not already jumping on the HTML5 bandwagon is because HTML ‘apps’ cannot access native device features: they are currently restricted in their access to features such as the camera, microphone, address book, and so forth Copyright Incentivated Limited 2011
  4. What’s the difference? Definitions that a humble, not-too-technical, marketer can understand  Hybrid App  A hybrid app is a native, downloadable app, that runs all or some of its user interface in an embedded browser component.  To the user, a hybrid app is almost indistinguishable from a native one: it is downloaded from the app store or marketplace, it is stored on the device, and it is launched just like any other app.  To developers there is a huge difference, because instead of rewriting the app from scratch for each mobile OS, they write at least some of their application code in HTML, CSS and JavaScript, and reuse it across devices.  Hybrid apps can use JavaScript code to query the compass, take pictures, find or create contacts and appointments, and tap many other device features that mobile web apps are barred from accessing.  Hybrid apps are also mostly distributed through app stores: you don’t browse to a hybrid app – you download and install it. Copyright Incentivated Limited 2011
  5. Table of comparison examples Native App Web App Hybrid App %age native code 100% varies 0% Offline content    Access GPS    Control Camera   Coming soon Copyright Incentivated Limited 2011
  6. A financial services Hybrid example Canadian Imperial Bank of Commerce (CIBC) NB. This is purely to show a financial services example using the technology – *not* to showcase the best of what is possible with a hybrid design Copyright Incentivated Limited 2011
  7. Hybrid App Logitech Squeezebox Controller – functionality and design within a hybrid wrapper Copyright Incentivated Limited 2011
  8. Cheers! Marketing! Incentivated 23 Curtain Road London EC2A 3LT Tel: 0845 130 3985 (No code reader? Text CODE to 62233 for a link to a reader appropriate for your phone) Copyright Incentivated Limited 2011