Mobile website vs. mobile app

The mobile Internet is steadily becoming more attractive to companies. Mobile content and mobile shops are usually implemented using one of two approaches: Either as a mobile website or mobile app.

Companies can reach their target audiences virtually at any time and location via mobile website or -app. The reason: More and more users access the Internet to search for information or transact business on a mobile commerce portal using mobile devices such as smartphones or tablet PCs. Global companies and corporations use both variations as central elements of their marketing strategy in order to increase customer loyalty and generate revenues. Below, both alternatives are compared and contrasted.

Based on your corporate website your mobile website provides customers user-friendly, mobile access to your online platform. Mobile portals can be accessed from any mobile browser using platform-independent programming languages and don’t need to be installed beforehand – unlike Mobile Apps. Platform-independence helps you achieve greater reach than would be possible with native apps. At the same time you can benefit from reduced development costs due to the various synergies you can utilize. Using the relevant Content Management System and responsive design, you can rapidly optimize your website for mobile devices – including search engine optimization for searching on-the-go. Using mobile portals and web shops, you can reach you customers anywhere and address them individually with pinpoint offers.

Compared to a mobile portal a mobile application (app) requires a higher investment and longer development time. Different operating systems (OS) of different manufacturers mean separate programming – the apps must be individually adapted for the different OS, such as iOS or Android, and separately updated in each system whenever an update is published. To access the content the app must first be downloaded from the app store. After installation apps offer various benefits for the user through additional functions – information can be accessed simply and quickly, for example. Users benefit from fast loading times through static layouts, as only the dynamic content must be newly loaded whenever the page is accessed. Native apps are usually more powerful than mobile websites and, as a rule, provide greater creative freedom and a better user experience. Apps can also access functions (e.g. camera) and content (e.g. photos or files) of the device thus making it easier for users to share content in social networks via social media integration – which increases the range of your offer. And, apps – in contrast to mobile websites – don’t necessarily require an Internet connection for all functions. It is possible to offer certain content offline. Using app-controlled push notifications you can reach your customers at any time with up-to-date, location-specific offers, achieving high attention at relatively low costs. Mobile Apps thus help to strengthen customer loyalty. Internally, corporate apps can be used to optimize workflows and simply mobile access to company data for your employees.

Both options, mobile website and mobile app, have strengths and weaknesses – depending on purpose. AOE can advise you and develop a solution for your individual business requirements and strategic goals. Our solutions are ideally suited to meet the demands of your mobile customers and employees. A combination of both options might be the best approach, depending on your type of business, individual requirements and target audience.

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