This document discusses the differences between mobile apps and mobile websites. Some key differences are that mobile apps have 6x longer dwell times, allow for personalization and notifications, and leverage device functions. Mobile websites have broad reach but a less rich experience. The document provides recommendations on when to develop a mobile app versus a mobile website, such as developing an app when the experience is too rich for mobile web or to create user loyalty. It also debunks some common myths about mobile apps and websites.

1. Mobile Apps VS Mobile Web Caroline van den Bergh, Senior Account Director

2. Cross platform specialists since 2005 Team of 100+ people across 5 offices 200+ apps -> past 12 months

3. More than 100 brands and agencies have put their trust in us.

4. Some of our references

5. Mobile apps vs Web Understanding the basics

6. Mobile is a hygiene factor now 90% of us are on mobile and ever increasingly expectation of a mobile destination to go to for all brands and services

8. Broad Reach – MASS Reach

9. Quick reference

10. Open standards

12. Intelligence

13. Continuous call-to-action -> updates, notifications, content refresh

14. Device leverage -> i.e. Camera, GPS, etc

15. Personalisation

16. Treated as a product rather than a channel

19. Quicker navigation (footer bar)

20. Utilise full screen and menu tabs Mobile web Native apps

23. If the app is used as a tool that complements an existing web online presence

24. To make the service more convenient for your users

26. Common myths Mobile websites are much cheaper

27. Common myths 2. Mobile websites always give access to a wider variety of devices

28. Common myths 3. HTML5 will solve all these problems

29. Common myths 4. It’s easier to find a mobile website

30. Common myths 5. A website bookmark is just as good as having the app icon on the phone

31. Common myths 6. People will just use a mobile app once

33. User Behavior differences Typical App versus web behaviours

35. Apps 6x more popular than mobile web Source: Readwriteweb.com June 2011

36. Apps do work Almost 50% of home furnishing customers indicate they’ve have been influenced by mobile apps in their purchase decision Source: Mobile Marketer January 2011

37. Apps 2nd after messaging Apps are responsible for 667 minutes of use per user each month, -> almost as much as messaging (671 minutes), -> and far more than voice (531 minutes) -> and web browsing (422 minutes). Source: Zokem Research January 2011

38. Platform differences iPhone users are dominantin the apps space but don’t expect all owners to be heavy downloaders Android users are splitin their usage of browsers and apps All user groups except Windows Mobile and Blackberry say they preferapplicationsover browsers. Source: Adobe Mobile Experience Survey April 2011

39. Taking over PC’s? More than half (56%) ofsmartphone owners prefer using their smartphone, rather than a computer, to access the internet. Data also indicates another 35% do not prefer using their smartphone for internet access, while 9% don’t know.

40. 26% of app downloaders become loyal users Reported findings show that 26% of apps were used once, never to be used again. BUT- at the other end of the user spectrum - the loyal followers show that another 26% go on to become the most loyal customers. Source: Bizreport.com 26th February 2011

41. 38% Search for info on their phone via Browser 20% use or request a coupon 44% Email 70% Text 48% Take and send a photo of a product 25% Instant message 15% Scan Barcodes Source – 28th April 2011 – British Retail Consortium Source – 28th April 2011 – British Retail Consortium

42. Summary Its not a question about which one – it’s a question of prioritising which one Mobile is now a hygeine factor for anyone who is engaging with users/ customers 73% of brands still do not have a mobile destination that has been tailored for mobile use And Tablets are creating different behaviours and there is a new learning curve for web vs tablet app But messages is the same – you need both

43. Contact Information Caroline van den Bergh| Senior Account DirectorSpain +44 782 488 1119| cv@goldengekko.com Company Golden Gekko Ltd22 Ganton Street London W1F 7BY United Kingdom +44 20 3290 9955 (Sales) +44 20 7558 8107 (Other)