In the article “More than Mobile” (September/October issue) Daniel Rowles points out that “the reality of mobile is that it’s changing the way we use the web”.
For many businesses, the chosen option for going mobile has been to launch an app, but the average app has less than 5 per cent chance of being used for more than a month, according to research from Pinch Media. Unless there is a necessity to revisit an app fairly regularly, it could quickly become defunct.
So is a mobile website more effective than an app? The answer depends on what the business wants to achieve and how well it understands its customer’s interaction with the website. If an app is best, then create one that is dynamic, harnesses the latest features on the handset and ensures that customers need to use it regularly. Websites must deliver dynamism and functionality, but can be as exciting as apps.
Even if you lack the funds to develop an app or mobile website, consider some form of mobile optimisation. Technology is evolving and customers are driving a shift to mobile web.
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