This document discusses different mobile strategies and how to select the right one. It covers responsive websites, mobile web applications, native applications, and hybrid applications. Key considerations for each strategy include development costs, user experience, and whether they can access device features. The best strategy depends on factors like budget, functionality needs, and compatibility requirements. A combination of approaches may be suitable.

1. ONE SIZE DOESN’T FIT ALL:
SELECTING THE RIGHT MOBILE STRATEGY

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TABLE OF CONTENTS
1 Mobile strategy overview
2 Why mobile, why now?
3 Understanding your mobile strategy options
4 Best practices and key considerations
5 Weighing your options
6 Recap and Questions

3. MOBILE STRATEGY OVERVIEW

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WHICH MOBILE STRATEGY IS RIGHT FOR YOU?
The key to a successful mobile strategy is aligning user needs with your
business goals and evolving mobile technologies. Once you
have alignment, focus on determining the right strategy for you:
RESPONSIVE WEBSITE MOBILE WEB APPLICATION NATIVE APPLICATION HYBRID APPLICATION

5. WHY MOBILE, WHY NOW?

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Time spent with mobile phones
and tablets (excluding voice calls)
has nearly tripled since 2011.

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MOBILE IS PLAYING A LARGER PART…
Source: eMarketer, Sept 2013
Year over year mobile commerce revenue
growth from 2012-2013
68%
In the purchase path…
Of respondents indicate they
receive breaking news text alerts
or notifications via mobile
31%
In news consumption…
Source: Mojiva, State of mobile news consumption, 11/12
of email opens
come via mobile
42%In blurring
personal &
work lines…
Source: Hubspot

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AND USERS INCREASINGLY EXPECT MOBILE EXPERIENCES…
of tablet users expect to wait less than three
seconds to get to a website.1
1 Source: Keynote Competitive Research, Mobile User Survey
To be fast…
of smartphone users want websites to load
within four seconds.1
60%
64%
of smartphone users said a frustrating experience on a (mobile)
website would hurt the perception of the brand.2
To be optimized…
55%
of mobile users will simply “move on” or abandon a site if
they encounter a non-mobile-friendly user experience.2
2 Source: Google, Q3 2012
61%

9. UNDERSTANDING YOUR MOBILE STRATEGY OPTIONS

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GETTING YOUR HEAD AROUND THE MOBILE LANDSCAPE
• Use special code called CSS Media Queries to detect screen width
• Adapts a website’s layout to various device screen sizes
RESPONSIVE WEBSITE

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Source: www.nixon.com/us/en/mens/

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GETTING YOUR HEAD AROUND THE MOBILE LANDSCAPE
• Use special code called CSS Media Queries to detect screen width
• Adapt a website’s layout to various device screen sizes
RESPONSIVE WEBSITE
MOBILE WEB APPLICATION
• Designed and built for mobile web browsers
• Compatible with all smartphones and tablets via mobile web browser

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Source: oakley.com

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GETTING YOUR HEAD AROUND THE MOBILE LANDSCAPE
NATIVE APPLICATION
• Use special code called CSS Media Queries to detect screen width
• Adapt a website’s layout to various device screen sizes
RESPONSIVE WEBSITE
MOBILE WEB APPLICATION
• Designed and built for mobile web browsers
• Compatible with all smartphones and tablets via mobile web browser
• Designed and built for mobile operating systems (iOS, Android, Windows 8)
• Customers install on their phone from an App Store download
• Accesses and uses phone features, e.g. camera, scan, GPS, and other functions

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Source: Jackthreads app for iPhone and Android

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GETTING YOUR HEAD AROUND THE MOBILE LANDSCAPE
NATIVE APPLICATION
• Use special code called CSS Media Queries to detect screen width
• Adapt a website’s layout to various device screen sizes
RESPONSIVE WEBSITE
MOBILE WEB APPLICATION
• Designed and built for mobile web browsers
• Compatible with all smartphones and tablets via mobile web browser
• Designed and built for mobile operating systems (iOS, Android, Windows 8)
• Customers install on their phone from an App Store download
• Access and use phone features, e.g. camera, scan, camera, and other functions
HYBRID APPLICATION
• Available in App Stores and takes advantage of phone features
• Relies on web technologies, but runs locally on the device via an embedded browser

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Source: Walgreens app for iPhone and Android

18. BEST PRACTICES

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BEST PRACTICES FOR SUPPORTING STRATEGY IMPLEMENTATION
NATIVE APPLICATIONRESPONSIVE WEBSITE MOBILE WEB APPLICATION HYBRID APPLICATION

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TREAT YOUR STRATEGY AS A PRACTICE
Treating Mobile Strategy as a practice will enable you to continually align
business goals, audience needs, and evolving technologies.
Mobile strategy as a practice not a project1
NATIVE APPLICATIONRESPONSIVE WEBSITE MOBILE WEB APPLICATION HYBRID APPLICATION

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GO AFTER MEASURABLE OUTCOMES
Treating Mobile Strategy as a practice will enable you to continually align
business goals, audience needs, and evolving technologies.
Mobile strategy as a practice not a project1
Clearly mapping business goals to measurable outcomes will enable you to
effectively manage and refine your strategy based on performance.
Map business goals to measurable outcomes2
NATIVE APPLICATIONRESPONSIVE WEBSITE MOBILE WEB APPLICATION HYBRID APPLICATION

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DESIGN FOR NEEDS AND GOALS OF YOUR CORE AUDIENCE
Treating Mobile Strategy as a practice will enable you to continually align
business goals, audience needs, and evolving technologies.
Mobile strategy as a practice not a project1
Clearly mapping business goals to measurable outcomes will enable you to
effectively manage and refine your strategy based on performance.
Map business goals to measurable outcomes2
Taking the time to understand the needs, challenges, and desires of your
target audience will provide strategic insights into your strategy as a
practice.
Understand your audience and design for them3
NATIVE APPLICATIONRESPONSIVE WEBSITE MOBILE WEB APPLICATION HYBRID APPLICATION

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KEEP YOUR BUSINESS UNITS AND LEADERS ALIGNED
Treating Mobile Strategy as a practice will enable you to continually align
business goals, audience needs, and evolving technologies.
Mobile strategy as a practice not a project1
Clearly mapping business goals to measurable outcomes will enable you to
effectively manage and refine your strategy based on performance.
Map business goals to measurable outcomes2
Taking the time to understand the needs, challenges, and desires of your
target audience will provide strategic insights into your strategy as a
practice.
Understand your audience and design for them3
Continually circulating your strategy across your business units and leaders
will strengthen your enterprise and provide productive outlets for innovation.
Distribute strategy to business units and leaders4
NATIVE APPLICATIONRESPONSIVE WEBSITE MOBILE WEB APPLICATION HYBRID APPLICATION

24. KEY CONSIDERATIONS AND WEIGHING YOUR OPTIONS

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TO DECIDE ON THE RIGHT STRATEGY, ASK THE RIGHT QUESTIONS
1. Do you need to take advantage of phone functionality?
2. Do you need to monetize content and support purchasing?
3. Do you need cross-platform compatibility and CMS driven?
4. Do you need something cost effective and easy to maintain?
5. Do you need a personalized experience for your target audience?
6. Do you have a complex design and user interface?
7. Do you need the ability to function with no connectivity?
NATIVE
APPLICATION
RESPONSIVE
WEBSITE
MOBILE WEB
APPLICATION
HYBRID
APPLICATION

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WEIGHING YOU OPTIONS AND MOVING TOWARDS A STRATEGY
NATIVE APPLICATIONRESPONSIVE WEBSITE MOBILE WEB
APPLICATION
HYBRID APPLICATION
DEVELOPMENT COST
DEVICE FEATURES
SPEED
INSTALLATION
DISCOVERABILITY
USER EXPERIENCE
PLATFORM
RESTRICTION, APPROVAL, FEES
More expensiveModerate Cost effective Reasonable
Full accessLimited access Limited access Full access
(native components)
FastestFast Fairly fast Faster
RequiredNot required Not required Required
Not as discoverableVery discoverable Most discoverable Not as discoverable
Seamless experience with
device and platform
Consistent experience
across all devices
Consistent experience
across all devices
Seamless experience
with native components
Platform dependentIndependent Independent Partial dependence
Approval process and
restrictions
Free of restrictions Free of restrictions Approval process and
restrictions

27. RECAP

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ONE SIZE DOESN’T FIT ALL, BUT YOU CAN CHOOSE MULTIPLE SIZES
NATIVE APPLICATION
• Provides a richer user experience with seamless device integration.
• Best used for gaming apps, apps needing to run without a data connection,
apps needing to take advantage of device features e.g. alerts, geo-location,
etc.
RESPONSIVE WEBSITE
• Well suited to all environments and devices.
• Best used for content-driven websites or transactional apps.
MOBILE WEB APPLICATION
• Provides a consistent experience across all environments and devices.
• Best used when cost is a consideration and a tightly integrated user experience
is not required.
HYBRID APPLICATION
• Best used when needing to run an application across multiple mobile
operating systems and utilize the different capabilities of each platform.

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