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Mobile App vs. Mobile Web<br />Sydney, 2011<br />By: Cindy Krum, Mobile Moxie<br />@MobileMoxie on Twitter<br />

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Overview<br />HTML 5 is a Game Changer<br />App Design is now Informing Web Design<br />Web Content Still Feeds Many Apps<br />As Network Speed Improves, the Differences Become Less Apparent<br />This is Confusing!!!<br />

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So……Should you build a Web App or a Phone App?<br />

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Ask Different People….You Will Get Different Answers!Why?<br />

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It REALLY Depends (Duh!)You knew I was going to say that!<br />What are you trying to Accomplish<br />Brand Awareness<br />Brand Engagement<br />Conversion<br />Viral Engagement<br />Page Views/Traffic<br />

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It REALLY Depends (Duh!)You knew I was going to say that!<br />Who is Your Audience<br />Demographic<br />Geographic<br />Psychographic<br />What Phone do They Use<br />Will They Have Good Connection<br />What is the Use Case<br />

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If you can….Do Both! If Not…..<br />

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Start with Web AppsHere is Why:<br />Phone Apps<br />Web Apps<br /><ul><li>iPhone/Android/Nokia/Palm must all be Developed Separately

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Must Comply withAppStore Standards

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Must be Submitted and Updated Separately

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Works on ALL Smart Phones

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iPhone

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Andorid

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Nokia

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Palm

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Etc

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Updated Once

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Never Submitted for Approval</li></ul>Addresses Some Basic Mobile Marketing Goals<br />

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Web Apps CBA:(CBA = Secret Slang for Cost-Benefit Analysis)<br />Good:<br />Works Well on all Phones that have Web<br />Easy, Free Updates on the Fly<br />No Approval Needed - It Can do Anything You Want<br />No New Languages to Learn Except maybe HTML 5<br />HTML 5 Adds Phone-Like Qualities to HTML Web<br />Bad:<br />Different Mobile Browsers Work Differently<br />Very Unpredictable Rendering Environment<br />Will Not be Perfect all the Time<br />Limited interaction with Native Phone Stuff like Address Book & Accelerometers<br />Missed Opportunity for ‘Presence’ or ‘Representation’ in the AppStores<br />

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Phone Apps CBA:(CBA = Secret Slang for Cost-Benefit Analysis)<br />Good:<br />Most Predictable for Development<br />Screen Size<br />Input Mechanism<br />Semi-Controlled Marketplace – Marketing Opportunity<br />Rock a Particular Programming Language<br />Use more native functionality of the phone (ie: “shake”)<br />Better if the Data Connection is Bad<br />Bad:<br />Limited Scope OR Apps Developed for each OS (This can get expensive!)<br />Cost Money to Submit to the AppStores<br />Can be Rejected by Marketplaces<br />Updates Must be Re-Submitted<br />App Marketplaces are already Crowded<br />

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The App Store, not the Web, may soon be dead in Australia<br />http://thenextweb.com/au/2010/08/18/the-app-store-not-the-web-may-soon-be-dead-in-australia/<br />

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Or….Again…Do Both<br />Make a Phone App that is Highly Web Dependent<br />It is Basically a Shell for Web Content <br />Shells are easy to make in Lots of Languages<br />HTML can be Updated without Re-submitting the Shell<br />Check Out Facebook, Pandora, UrbanSpoon, Etc. They all Basically do this.<br />

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Cindy Krum<br />CEO & Founder<br />Cindy@MobileMoxie.com<br />IM/Skype/Twitter: Suzzicks<br />Follow @MobileMoxie<br />720-231-7277<br />www.MobileMoxie.com<br />