choosing the right mobile platform

13
choosing the right mobile platform Native apps vs. HTML5 apps vs. optimized web

Upload: tine-thygesen

Post on 08-Sep-2014

2.944 views

Category:

Travel


1 download

DESCRIPTION

A practical introduction to the difference between native apps, HTML5 apps and mobile optimized websites.

TRANSCRIPT

Page 1: Choosing the Right Mobile Platform

choosing the right mobile

platform Native apps vs.

HTML5 apps vs.optimized web

Page 2: Choosing the Right Mobile Platform

Our consumer app with user generated mobile travel tip is used in 95 countries

Strategy and mobile apps for travel & DMOs. Created more then 65 apps.

Hi there, we’re Everplaces. We work with mobile, today we’d like to share our learnings with you.

Page 3: Choosing the Right Mobile Platform

Overview: Mobile Formats

loyaltyawareness

Mobile optimized website

Own app: Native

Own app: HTML5

Page 4: Choosing the Right Mobile Platform

This is the same as Responsive Design. It means your normal websites are functional on small mobile screens.

It’s important because of when people search for you or stumble upon you on mobile. If the page is not easy to use people instantly leave again. Some travel sites are already experiencing 30% of their visitors come from mobile browsers.

YES✓ Cheapest and fastest✓ Becoming more important by the day✓ Works on all feature and smart phone

NO- Tends to becomes messy, too much info- Less deep interaction- Online only

A mobile optimized page increases visit time with up to 2 minutes (IAB)

Mobile optimized webMobile optimized serves visitors in: Mobile search, Mobile ads, Browsing

Page 5: Choosing the Right Mobile Platform

Responsive design & mobile optimized design is the same thing, it makes information readable in all

screen sizes

Page 6: Choosing the Right Mobile Platform

Native apps are build directly for the operating system; Android, iPhone, Windows or Blackberry. Native is work better and are best for deeper engagement

YES✓ Only format that can work offline!✓ Distribution people know (AppStore)✓ Faster✓ More options for Functionality/design✓ Built in features: camera and GPS✓ Best for sharing

NO- More expensive, build separately to each

operating system - SEO- Frequent updates can be a hassle

Native apps

Page 7: Choosing the Right Mobile Platform

Native Apps is the rolls royce of mobile experience. They can be designed to look nicer.

Page 8: Choosing the Right Mobile Platform

Also called HTML5 apps, are a hybrid. It’s web language wrapped in a shell so it looks like a native app. Initially these technologies were slow and troublesome but they are becoming better, though still not as fast and good as native.

YES✓ Cheaper, build for all phones at once✓ More developers who can code these

languages✓ Can look almost like an native app

NO- Poorer performance (time to load etc.)- Can only do less advanced features

Web apps

Facebook recently switched from HTML5 to native due to

performance requirements

Page 9: Choosing the Right Mobile Platform

HTML5 apps run directly on the internet. They have fallen out of favor with many professional app

developers, but the technology shows big promise.

Page 10: Choosing the Right Mobile Platform

What’s best depends on what you are you trying to achieve?

loyaltyawareness

Convert visit to fans Build awarenessvs.

Apps are best for deep engagement

Mobile web is best for generating awareness

Page 11: Choosing the Right Mobile Platform

Fans - Build for word of mouth

52% use apps in-destination. Their purpose:

‣ 94% research things to do

‣ 75% search for restaurants

‣ 80% for maps and directions

Investing in giving guests a better experience in-destination gives them a better holiday, then they share more positive posts on social media. This gives word of mouth, therefore it can increase awareness.

Effect of sharing.

Example:

‣ App had 1727 downloads

‣ Got 56 x share to Facebook. Seems modest, but effect is big

‣ (56 x 312 friends) is 17.427 people reached!

Most people download travel apps

Page 12: Choosing the Right Mobile Platform

‣ Choose mobile strategy based on your objective: Awareness (new customers) or Loyalty (higher margins)

‣ Responsive design is important to reach new customers.

‣ Native apps are better for loyalty and return visitors

Recap

Page 13: Choosing the Right Mobile Platform

Contact Tine Thygesen, CEO [email protected]

Mobile strategy & development

Thank you!

learn morebusiness.everplaces.com/knowledge