1. Mobile Sites vs. Apps
The Coming Strategy Shift

2. What
● Are the key mobility vision, needs and goals? ROI and Value?
● Mobile application possibilities?
● Can be mobile enabled?
● Are our priorities and budget? - Short, Medium and Long Term
● Are mobility trends and best practices?
● Are mobility processes and organization to be put in place?
● What tasks and needs does your audience have?

3. Who
● are our mobile users / customers who are you trying to reach?
● Who will want to engage with your mobile content?
● Are Competition and what are they doing?
● Are Mobility leaders, skills and people in the organization?
● Would articulate, design, develop, deploy and support solution?

4. Why
● Why do your customers need information from you in a timely manner?
● Why do you need to create content to be viewed both in standard web
browsers and on mobile devices?

5. How
● Will your target audience access your mobile content (which type of
handheld device)?
● How will they use your content in their daily lives?
● How will you make your mobile content sticky and engaging?

6. Apps Advantage
● One advantage is that an app can take advantage of the native hardware
(i.e. touchscreen) where a website has to be a bit more generic to cater to all mobile devices.
● offline use
● geolocation
● speed
● engagement
● notifications

7. Mobile Site
A mobile website, on the other hand, features much of the content of a standard
website, but it is organized to be viewed on a smaller screen.

8. Mobile Site Strategy
● New web technologies such as HTML 5 will substantially improve mobile
site capabilities.
● We're already seeing mobile sites from publishers such as the Financial
Times and Playboy with UIs that are very similar to applications offered
by equivalent newspapers and magazines.
● Today, FT and Playboy use sites instead of apps for business reasons, not
UI reasons. Publishers are tired of having a huge share of subscription
revenues confiscated by app store owners, and Playboy wants to publish
more titillating content than Apple's prudish censors allow.
● Freedom from censorship and freedom to keep your own money are good
reasons to stay with the free Internet instead of the walled garden of
proprietary app stores. In the future, better UIs and more adaptive
implementations will be additional reasons to go with mobile websites.
● A last benefit of a mobile-site strategy is better integration with the full
web. It's much easier for others to link to a site than to integrate with a
3rd-party application. In the long run, the Internet will defeat smaller,
closed environments.