mobile web vs apps

@jonnykaldor - pugpig.com - kaldorgroup.com


Are apps all they're cracked up to be? (Or should we just embrace mobile web instead?)

What are we talking about here?



Mobile Web

Apps

Apps

Apps

In 2010, apps seemed to have such a bright future...


But are publishers becoming sceptical of their value?


Firstly let’s get a few things straight...


You MUST have a mobile optimised website

It’s not an optional extra


Apps don’t have to be expensive

And mobile web isn’t necessarily cheap


This is more about phones than tablets

(they outnumber them by an order of magnitude)


Apps don't have to be digital replicas

(In fact they probably shouldn’t be)


It’s always hard to take money for content, so don’t be

surprised when free content online performs better

than paid content in apps


Ok we get all that but which approach is better?


It all really depends on what you’re after...


What sort of audience am I looking for?

Smaller but more loyal and

valuable audience

Massive transient

audience

Where is my audience coming from?

Building a new

customer base

Large existing

subscriber base

How am I going to take payment?

I need an easy way

to take cash

I already have

a paywall

Does my audience need to access content offline?

I’ll need my content when

I’m on Dartmoor

Online only is fine

Is my content edition-based or continuous?

Give me my cover

to cover read

Keep it flowing baby

How do my readers want to consume content?

Curated journey

through less content

(relax)

More content,

search-based or

dipping in and out

(research)

How will I keep them coming back?

I want push, background

download, today widget,

home screen, badges

Direct mails are good

What sort of experience on the device do I want?

Dedicated native

experience on

each device

Consistent basic

experience across

all devices

Do I need to tap into the features of the device?

Yeah I want location,

calendar, contacts,

camera, audio player and

the rest

No thanks - let’s stick to

the content

How will readers save content?

I want a scrapbookBookmarks work for me

What skills do I have in house?

I have loads of app

developers (yeah right)

or I have access to an app

framework

I have loads of great

HTML developers

What do I want to sell to my advertisers?

Interstitial ads

under a new deal

Well understood web-

based CPM model

How much am I willing to invest?

I’m willing to

invest a little

I need to keep

costs very low

But the most important thing to know..


Is that the two models can sit together beautifully


As long as you remember a couple of things:


Be clear about which product does what for consumers


And for advertisers


And take a risk - what’s the worst that can happen?


mobile web vs apps

Mobile

commobile web apps apps

apps dont

paid content

content edition

free content

comare apps

sort of audience

sort of experience