Mobile Vs Web - The Great Digital Experience Debate

1. Powering the world’s

2. Mobile vs Web - The Great Digital Debate
Strategy & Innovation World Forum - NY 2019
Sean Ginevan, Head of Global Strategy & Market Enablement, Android Enterprise, Google

3. 63%
Of purchase journeys come from
mobile & cross-device journeys
31%
Of purchase journeys began
through search
26%
Of completed purchases came
from the mobile web
Digital is driving experience
As an example, consider the travel sector:
Source: “How to serve today’s digital traveler” McKinsey & Company. December 2018

4. The web has
changed a lot

5. And the mobile web
was lackluster
“69% of the visits abandoned our
page. These users neither went to
the app store nor continued to our
mobile website.”
— David Morell,
Software Engineer, Google+
Source: “Google+: A case study on App
Download Interstitials”. Google. July 2015

6. Building for a better (mobile) web
Engaging
UX
Hardware
Push notifications
Credentials
Installable
Add to Homescreen
Distribute through
Managed Play
Fast
Perf Optimization
Perf Budgets
Reliable
Offline
Caching

7. Enable reliable experiences with Service Workers
THE OLD WAY
THE NEW WAY
Service Worker
Client side proxy written
in JavaScript
Installation
on device
SW Cache
Web server
Local cache

8. Building
dynamic UX
Use responsive grids & breakpoints to
change UI with screen size
Explore patterns to change UI and
functionality depending on screen size
Relevant for both native & web apps!
Run web apps in full screen, just like
native
Learn more
https://material.io
Engaging Installable Fast Reliable

9. Create dynamic workflows with hardware integration
Cellular WiFi GPS Motion Bluetooth Camera Mic
Engaging Installable Fast Reliable

10. Re-engage users with
push notifications
Send notifications to users to
re-engage them with your PWA
Give users opt-in control and always
provide context
Emphasize what the user gets from
the notification, not what the
notification does
+8%
Conversions
Learn more
bit.ly/web-notifications
Lancome USA
Engaging Installable Fast Reliable

11. Store credentials
for faster access
With Credential Management, users
can be automatically signed back in
even if session expired or credentials
saved on another device
Allows one tap sign-in with account
chooser
Apps can store either username and
password combination - credentials
can be synced across devices
Learn more
https://bit.ly/2GVkk2G
Engaging Installable Fast Reliable

12. Creating an installable
experience
Show the Add to Home Screen
prompt
Web page installs like a native app to
homescreen and app menu
Trigger the prompt at a meaningful
moment for the user
Learn more
bit.ly/installable
Engaging Installable Fast Reliable

13. Distribute enterprise apps
through Managed Play
Silently push web apps to managed
devices
Set UX layout (minimal, standalone,
fullscreen)
Delete web apps from user devices
Publish via Managed Play iFrame or
Custom Publishing APIs
Engaging Installable Fast Reliable

14. 53% of mobile visits are likely
to be abandoned if load times
are greater than three seconds
Source: “Masters of Mobile: APAC Report” Accenture & Google. March 2019

15. 20% drop in conversions
experienced for every second
of delay in mobile page load
time
Source: “Masters of Mobile: APAC Report” Accenture & Google. March 2019

16. Use caching for speed
& reliability
Speed up load for returning visitors
by caching static assets
Enable consistently fast experience
regardless of connection
Enable offline functionality
Learn more
bit.ly/cache-api
Pinterest
Engaging Installable Fast Reliable

17. Optimizing your
web performance
Minimize javascript and CSS
Optimize images
Use lazy loading
Institute performance budgets
Assume 3G bandwidth for uniform
performance
Learn more - Page Speed Insights
https://bit.ly/18oQqhi
Learn more - Tinder Case Study
https://bit.ly/2pTSw7R
Engaging Installable Fast Reliable

18. Utilize performance
budgets
Optimize loading
Set milestones
Under 5 s Time to Interactive
Under 170 KB of critical-path
resources
(compressed/minified)
Use testing / validation tools
Learn more - Performance metrics
https://bit.ly/2G478qd
Engaging Installable Fast Reliable

20. Be reliable when offline
Allow users to continue using the
site even when offline
Alert users to changes in network
state
Provide useful functionality such as
browsing of pre-loaded content,
continuing shopping experience,
accessing boarding passes
Learn more
http://bit.ly/network-reliability
trivago
+67%
user retention
after connection
loss
Engaging Installable Fast Reliable

21. A PWA case study

24. 33
languages
55
countries
97%
Increase in click-outs
to hotel offers
67%
of return visits to users
who experience
connectivity disruption

25. The web is not a panacea...

26. Browser storage
is not infinite or consistent
Browser Storage limitations
< 6% of free disk space
< 10% of free disk space
50 MB total (mobile)

27. Not all HW is available to the web
Cellular WiFi GPS Motion Nearby/
proximity
NFC Barcode
& QR
Bluetooth Camera Mic Biometrics Flashlight Attestation
Native &
Web
Native
only
Partner
based

28. A word about
cross platform
compatibility
Fast and Smooth Best Practices
Add to Homescreen
Push Notifications
Offline Access
Credential Manager API
Webauthn (2FA / biometrics)
Payment Request API
Samsung
Browser
In-App
Web View*
* Embedded browser inside apps
Data from https://caniuse.com/
Currently supported
Partially supported

29. Key takeaways

30. Focus on the user
and all else will
follow.
Choose the
technologies best
for your business
If you’re building
for consumer, you
must consider a
great web
experience
01
Building for the
web does not
solve for all use
cases
02 03 04

31. Even more resources
Web.dev - https://web.dev/ - Comprehensive documentation & tutorials for designing for the
web
Chrome Dev Summit - https://developer.chrome.com/devsummit/ - Video walkthroughs and
deep dives on the latest technologies from Chrome
Android Enterprise dev site - https://developer.android.com/work/ - Best practices for
building native apps in managed Android environments

32. Thank you!