Which App Strategy is Right for my Business?

App strategy for businessWhich App Strategy is Right for my Business?

The use of mobile devices is and remains a trend and offers companies a great opportunity for mobile commerce. The fact that they want to jump on this train is not a question for most companies - they have to judge which app strategy is suitable for them. Because as different as the company goals may be, so differentiated should be the choice of app type. What are the features, advantages and disadvantages of the various app types?

The Web App (HTML5 App)

Web apps work on all Internet-enabled devices, regardless of the operating system. Basically, a web app is a programmed HTML5 website that is recognized as an app by the device in use. The content is dynamically adapted to the corresponding operating system and can be saved as a bookmark on the home screen if desired. Advantages are the low development costs. Web apps do not need to go through an approval process that is required before publishing a native application. They can be published and updated at any time. Even data can be saved offline because the web app does not require constant Internet access. In addition, the user interface is very similar to a native app and thus has a very high quality.

The mobile website

Mobile websites are optimized for smartphones and tablets. All content can be accessed through two different websites. Benefits are shown in the search engine ranking and website performance, as these mobile pages fulfill important criteria, such as mobile data usage.

Die responsive Website

A responsive website first develops the mobile version. Only then does the desktop variant emerge. For companies that want to transport a lot of content, this variant is particularly suitable because the look and feel and thus the quality of the online offer for all end devices is optimized.

The native app

A native app is designed for a specific operating system, such as iOS or Android only. After the installation, where the data of the app is transferred directly to the terminal, the icon of the application is displayed on the home screen, giving you quick access to the application. The big advantage of native apps is that the features and features of the device can be used optimally. If the user allows it, the app has among other things access to the camera, address book, GPS and phone functions. Native apps also work in the background, even when the app is not open. The data is continuously updated and - if desired - the user receives push notifications. Native apps mean a huge presence for companies through their own app icon and the constant proximity to the customer. And the potential is not yet exhausted - native apps will continue to integrate into everyday life in the future and effectively strengthen mobile commerce.


Browser-based apps offer fundamental benefits in terms of development effort, platform and device independence, and increased reach, eg through SEO optimization. They are also cheaper than native apps.

An investment in a native app can be worthwhile, depending on the business goal, as it offers a new opportunity to retain customers in the long term and to learn more about their behavior, for example via interfaces to social networks. Decision-makers should always consider the forward-looking potential of a native app.

The decision for an app type should always be made on the basis of the respective business case.

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