Businesses and publications have been wrestling with “mobile publishing”
for a relatively short time. Apple’s iPhone was introduced in 2007, and
the iPad tablet in 2010. Other portable devices, like laptops, have been
around much longer. However, the modern smartphone/tablet phenomenon —
and the pressure created by the Bring Your Own Device (BYOD) trend — have
created a sense of urgency that’s hard for businesses to ignore.
1. Development cost is the main barrier to success for a business or
publisher who needs to create a mobile presence. Among the
biggest development decisions is whether to create a native app
for all smartphone or tablet platforms, or to depend on mobile
Web browsers to deliver content — using HTML5 and other
browser based technologies. This is sometimes called a Web app.
Each approach has advantages and disadvantages, which are rap-
idly shifting as the respective technologies evolve. The challenge
is to decide which approach meets the immediate need at a sus-
tainable cost. Companies must also anticipate the best time to
switch (or whether to switch at all) and preserve as much IT invest-
ment as possible.
Background
Information portability has always been a driving force — often a dis-
ruptive one. Printing itself was such a shift. It challenged the ability
of centralised bodies to control information, putting it in the hands
of more people. From Gutenberg’s time to the rise of desktop pub-
lishing, the evolution of mass-produced print has served to make
information access cheaper and more accessible — more “democra-
tic,” to use the common refrain.
The Web itself followed the same path — decentralising information
consumption, and making it instantly available wherever there’s an
Internet connection. The restrictions on portability were addressed
in part by the rise of laptop PCs. With the rise of mobile phones and
their intersection with the Web, a truly portable information environ-
ment has become more feasible. Smartphones and tablets are
increasingly powerful computing devices, with full access to
cloud-based information and applications.
Although mobile publishing is relatively new,
it is arguably even more disruptive than
the Web has been. Information access is
not only immediate and ever-changing;
it’s performed on devices that users
seldom leave behind. Smartphones and
tablets have unique, built-in features,
such as telephony, geolocation, photo/
video creation, and on-site purchasing
capabilities, that regular PCs lack. They
reflect a significant personal and location-
based context for their users, which must be
understood by content publishers before there can be truly mean-
ingful interaction. A publishing strategy that views these devices as
merely portable browsers is bound to fail.
The Rise of the App
Both Apple iOS and Google Android devices have popularised the
native app as a means of delivering interactive content. These self-
contained applications often rely on Internet connections to deliver
current data — sometimes using HTML5 in a browser-like window —
but can also store information on the device itself, to be read offline.
It also uses the device’s built-in capabilities, like a camera or an
accelerometer, to create the overall user experience. It also relies
heavily on touch screens and the various hand gestures typical for
smartphones and tablets, creating a more immediate interface
between users and their information technology.
Other benefits of native apps include discoverability — the ability
of consumers to easily find and consume a company’s packaged
content on the App Store or Google Play. In addition to this mar-
keting and promotional benefit, apps also make it easier to mone-
tise content — if you don’t mind the healthy commissions charged
by Apple or Google.
To do all this, an app must be created in the “native” ecosystem
provided by Apple, Google, or Microsoft. In addition, screen size
and other hardware variations between smartphones and tablets
— or even between different tablet types — often requires multi-
ple versions of each app or require additional complexity to allow
an app to be “responsive.”
For traditional developers of games or productivity
software, the burden of supporting multiple
devices and environments is simply a cost of
doing business. So too is the need for
technical support in a rapidly changing
device landscape. However, for busi-
nesses and publishers who simply want
to make content available via mobile,
becoming a full-time app developer is
not an attractive prospect.
Businesses and publishers need not to
become software developers, per se, in
order to generate mobile app versions of their
B
usinesses and publications have been wrestling with “mobile publishing”
for a relatively short time. Apple’s iPhone was introduced in 2007, and
the iPad tablet in 2010. Other portable devices, like laptops, have been
around much longer. However, the modern smartphone/tablet phenomenon —
and the pressure created by the Bring Your Own Device (BYOD) trend — have
created a sense of urgency that’s hard for businesses to ignore.
Are Mobile Apps Just a Fad?