Building a mobile app is no easy task, and with all the options out there, picking the right technology is half the battle. This report, released by IQ, illustrates the differences between building a mobile web app and a native app. At the end is a scorecard to help readers decide which approach is right for them. For questions or more information, please contact IQ at newbiz@iqagency.com.

1. YOUWANTTOGOMOBILE,BUTWHICHWAY?
Native vs. Mobile Web
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2. YOU WANT TO GO MOBILE, BUT WHICH WAY? • IQ
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Each year has been considered
the ‘year of mobile,’ but truly,
this is the year of mobile…
again. Now marketers
understand its importance
and have seen brands achieve
success, so the masses are
moving to mobile as fast as
possible. But with all of the
options, what platform should
be used? Is it iOS, Blackberry,
Android or Windows Phone
7? Who will lead? And how
about mobile web vs. native
applications?
THEDILEMMA
What are your business goals
and customer needs?
At IQ, we understand there are many
factors involved, the first of which is
defining the problem you are trying to
solve for your customers while addressing
their goals.
The key question is how can customers use
their mobile device to help them make a
purchase decision, use your product, and
overall, make life easier or more enjoyable?
Once you figure out the way your brand can
intersect with these needs, there are still
many factors to determine whether to go
with a mobile web app or native application
solution. Let’s dig in.
#1CUSTOMERNEEDS

3. YOU WANT TO GO MOBILE, BUT WHICH WAY? • IQ
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#2DEFINETERMS
What is mobile web app vs.
a native application?
Mobile web applications are designed to
be accessible from a device’s mobile web
browser and require Internet access. Native
applications (apps) are built on each mobile
operating system’s platform. They’re typically
downloaded from the platform’s application
store. You can always leverage both with a
hybrid application that is a native app that
contains mobile web content. This approach,
of course, comes with more complexity, but
you may find that it best meets all of your
needs.
Do they really differ?
Some say that with the continued development
of HTML 5, many of the current advantages of
native applications will become less relevant;
however, HTML 5 is not quite here. When it
does fully arrive, native apps will likely still
have device specific advantages and will be the
necessary route for applications that require
features including augmented reality and high-
performance gaming.
#3WHAT’SDIFFERENT

4. YOU WANT TO GO MOBILE, BUT WHICH WAY? • IQ
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Consider the following factors when determining whether to incline towards investing in a mobile web vs. native
application. Then, take a look at our quick quiz to give you insight into which way to lean.
WHATFACTORSSHOULDWECONSIDER?
Platform use
The first consideration is whether you are willing to create
a new design for each platform (iOS, Blackberry, Android,
Windows Phone 7). You or your agency will need to have
the skills and understanding of how each operating
system works from design through development.
Each of the major platforms have user-experiences
and visual design guidelines, but there are quite a few
differences across the platforms that impact the screen
flows, features and supported resolutions. In addition,
if you are particularly focused on mobile commerce and
want to target iPhone users, you should strongly consider
the iOS native platform vs. the web because there is a 30%
higher conversion rate with iPhone app users than mobile
web shoppers.
Web vs. device capabilities integration
Another key differentiator is whether you expect to
leverage the device’s capabilities on a regular basis.
If your application integrates with the camera, GPS,
address book or calendar often, then lean towards the
native application. In contrast, if you are looking to
integrate more with the web’s content and applications,
then look more closely at the mobile web.
Quick access and marketplace leadership
If you want customers to have one-touch access to your
application either to emphasize brand recognition or
to just make it easier to pull up, native applications
are the way to go. This is especially important in cases
where customers are using it for repetitive, incremental
tasks. With the native application marketplace, there
are benefits of large-scale distribution across each
marketplace. This type of distribution provides an
opportunity for you to “own” a category, establish brand
recognition, and implement cutting edge technology,
since it is unchartered territory for many marketers.
Bank of America and USA Today are frequently first on
platforms because they want to be #1 in Banking and
News, respectively, in mobile marketplaces.

5. YOU WANT TO GO MOBILE, BUT WHICH WAY? • IQ
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Content
When it comes to mobile, content is just as important
as utility. Let’s say that your experience is driven by
content that is dynamically updated by you or other
consumers (thus requiring frequent updates). If you are
focused on driving traffic to your content through web
search, and your content cannot be surfaced easily via
a native application, lean toward mobile web solutions.
When the customer, however, is the key driver to
publishing content, such as heavy uploads of pictures
or frequent updates of notes, lean toward native
applications.
Payments and tracking
You should consider how much control you want
over payments and data tracking. If you want
complete control, go with
mobile web, because native
applications will come with
some restrictions around
data tracking, payments, and
even monetization.
User interface control
This factor is not only a matter of taste, but also
of skills. If you want to be able to customize the
application, the web can allow for more flexibility
due to the fact that native applications have standard
platform guidelines for navigation and features.
You’ll have to consider whether you want to deal with
these constraints versus the browser’s navigation for
each platform’s mobile web. If you have a strong brand
identity and want to maintain the look and feel across
all mobile platforms, the mobile web can allow easier
customization and control. When designing a branded
application on a native platform, the final design is
typically a compromise between the brand elements
and the native application’s user interface guidelines.
For example, the same application in Windows Phone
7 can look extremely different from an execution in
iOS because of the marriage between the brand and a
platform’s distinctive style.
Features
Features also dictate which platform is best because
the context of use is so important. Note that high
performance games, entertainment, or productivity
applications should be native due to performance
limitations of the mobile web. In addition, native is
good for applications that are accessed routinely
on the go whether in the kitchen, mall, or subway—
especially to support offline work that, if needed,
can be synchronized later.
Costs and maintenance
Another key factor is based on how often you expect
to update the application. Keep in mind that native
applications tend to be expensive compared to mobile
web, especially since you have to create one for each
platform. Think about whether you have developers
on hand to keep up with the necessary changes and
whether you want to constantly maintain these
applications. As native application users grow, they
will expect your application to grow with their needs.
If you want, or expect, to be able to update features
rather instantly, the web gives you more control.
Consider the hybrid approach
If you find that your needs cross the benefits of both
the mobile web and native applications, consider
a hybrid approach. There are tools available like
Appcelerator Titanium and PhoneGap that are
development platforms supporting native application
development using web technologies (HTML, CSS, JS,
Ruby, Python, PHP). With these technologies, you can
also access device capabilities like GPS, compass, etc.
You can potentially get the best of both worlds by
taking this hybrid approach. It is an emerging solution
requiring more innovation, but it may allow you to
better address your specific needs.

6. YOU WANT TO GO MOBILE, BUT WHICH WAY? • IQ
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Start from the strategy and drive toward a decision. You’ll need to layout the business goal and the customer
problem you are trying to solve first. In the meantime, if you need help getting on the right path, use this
scorecard by placing a point in the left column to determine which direction to take.
WHATNOW?
PLATFORM USE
Web You want the same experience and design across all platforms.
Native You are focused on mobile commerce, and you are primarily targeting one platform.
Web You are focused on mobile commerce, but your users are evenly spread across platforms.
WEB VS. DEVICE CAPABILITIES
Native Your application will leverage the devices’ capabilities regularly (camera, GPS, address book, etc.).
Web Your application requires frequent access of external web content vs. a single immersive experience.
QUICK ACCESS AND MARKETPLACE LEADERSHIP
Native One touch access to this application is important for routine use.
Native Your goal is to be a category leader in the application marketplace.
CONTENT
Web The experience is driven by content that is dynamically pushed by you or other consumers.
Native Your application’s content is primarily generated by the user.
Web You have lots of content and want users to be able to search for it.
FEATURES
Native The experience is driven by tasks that the consumer can complete offline and synchronize later.
Web Your application requires frequent access to the Internet in order to help customers complete tasks.
Web Your application has very few complex features.
Native Your application is a high performance entertainment, productivity or a game app.
Native Your application is used on the go for quick bursts of activity that have cumulative results.
PAYMENTS AND TRACKING
Native You want an easy payment solution handled by a third party vs. controlling payments yourself.
Web You want complete control over monetization of your site, including advertising.
Web You want access to all of the tracking and data-gathering you want.
COSTS AND MAINTENANCE
Web You need to be able to update features and content rather instantly.
Native You have easy access to developers who can update native applications quickly.
Native You expect long-term use of this app and will commit to maintaining the customer base for it.
Web You can only pay for one application that needs to be used for multiple platforms.
USER INTERFACE CONTROL
Web You want a custom interface, but do not mind the browser’s navigation and frame.
Native
You want complete use of the device interface and are willing to use the platform’s navigation and
feature guidelines.
SCORECARD
NUMBER OF CHECKS ANSWERS
Native 9-12: Strongly lean toward that platform.
< 9: Consider a Hybrid approach.Mobile

7. YOU WANT TO GO MOBILE, BUT WHICH WAY? • IQ
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For more information
about IQ’s mobile
practice, contact:
Corrie Smith
newbiz@iqagency.com
678.449.2004
www.iqagency.com | 280 Interstate North Circle SE Suite 300 Atlanta, GA 30339 | P: 404.255.3550 | F: 770.956.8014
Version 9.7.10 | Confidential and Proprietary © Copyright IQ