The Future of Mobile Businesses; HTML5 vs Native Apps

Mobile Businesses today are extremely aware of the benefits of mobile devices and the productivity they bring to the workplace. And with the insight we have of consumer browsing habits, enterprises should be quick to extend themselves onto these mobile platforms to ensure top-line revenue. Being able to educate your consumers or provide mobile e-commerce services are sure to increase brand recognition.

As we are all aware of the mobile trend and mobile businesses are in full force and every marketing agency is or should be advising clients to become a mobile businesses. Common debates that arise are, HTML5 vs Native Apps.

Should Mobile App Developers and Mobile App Development Companies publish Native Apps or HTML5 web apps? To examine this question, we need to consider their advantages and features.

But first things first, HTML5 web apps are not actual apps that can be downloaded from the app market places such as Apple App Store, or Google Play, etc. HTML5 web apps are simply a version of your website that has been made mobile. Making them user friendly similar to Apps, and eliminating things such as having to zoom in and out when viewing a website on our mobile device. User friendly is the key with HTML5 web apps.

Native Apps are software applications that are built to run on specific platforms like Android, iPhone, and Windows. They are purchased or downloaded through a distribution platform like Google Play or Apple App Store, and are installed directly on our smartphones, tablets, or other mobile devices.

Major companies such as Facebook and Google+ are innovator as they have made their Native app and their HTML5 web app look identical using a technology called PhoneGap (http://phonegap.com/). This allows HTML5 coding to be expanded across all app platforms making your HTML5 web app an actual app. Programmers are now using this technology to extend their clients mobile businesses platforms and converting many web apps into native apps.

Recently, Business Insider wrote an article in regards to mobile businesses and their consumers love native apps, as they offer an overall excellent user experience, speedy performance, and advanced security features. Native apps are also highly compatible with built-in device features and are easy to access on the various marketplaces. Last but not least, native apps offer tremendous marketing and monetization opportunities via the various app stores.

HTML5 web apps, on the other hand, are becoming a fast favorite among enterprise platforms, and a growing number of hugely popular apps are being built around HTML5. Developers love them because HTML is a familiar language, and they have the distinct advantage of working across all mobile operating systems. Publishers, moreover, appreciate the cost-effectiveness of designing a single app for multiple platforms and the ease of no-approval-necessary distribution. Not having to share revenue with Apple or Google is another considerable perk.

So which is better – native or HTML5? It depends. Ultimately, publishers need to consider which route best suits their content, resources, monetization strategies, and needs, and choose accordingly.

The bottom line? Native apps currently dominate the market, but as HTML5 continues to evolve and improve in the coming years, it will likely bridge the gap, attract more consumers, and secure a growing market share.

For the time being, there is plenty of room in the mobile playground for both.