“It’s a poor sort of memory that only works backwards,’ says the White Queen to Alice. – Lewis Carroll
So we ask , what if it could work in the present? Let’s delve into the ambiguous and shaky mire of mobile apps and approach this from a certain angle, namely : what kind of experience does that app offer in terms of actually being an engaging and a memorable one?
The critical points we want to explore today are : How do native apps stack up against web apps? Connecting with a brand, product eye contact and relating to your customers and people. And lastly, depth of experience and showcasing an emotional and immersive reaction that leads to remembrance and awareness.
A quick overview of the qualities of native apps and web apps and how they are polarised.
One of the key differences between native apps and web applications is that native apps have full access to the device’s native features (camera, geolocation, media, etc.) whereas web apps have restricted access to them .
Although there are hybrid applications out there which are essentially a cross-breed between native and web by using native API’s, they don’t come close enough to native apps in term of performance especially when you want to deliver an engrossing reaction to the user.
This is important because when you build a native app, one of your goals is to make it as friendly as possible and not making the user feel the distance of a display screen between what you’re presenting and what he sees.
Web apps, although quicker to develop, lack performance and depend on network speed which can impair the end user experience especially when you want to access a business app and you’re in a time crysis.
Some would say that one of the advantages of web apps is that you don’t need third party approval however if you take into consideration the fact that native apps are acquired through an application store, it assures users of quality and safety, which is a must whether you’re targeting a specific business or social networking, entertainment, etc.
Another crucial characteristic is that web apps require a web connection while native apps can thrive and function without the necessity to connect to the web as much and thus makes the user feel less boxed in by the need to have a constant web connection.
Let’s look at it this way. Imagine you’re a bookstore in Paris in a obscure alley like Rue de la Harpe. You may get lucky and have clients or you may not and half of the time you’ll be flying blind and hoping for a customer to walk by.
Unlike web apps, native apps have centralized app stores where you can find out what’s best for you. Web apps however encounter the constant risk that they won’t be discovered or made aware of because they act pretty much like traditional webpages.
For example a customer will want to buy the latest book by Stephen King , browse (e.g. in the appstore for native) and find your bookshop there. In the case of web apps, because of the lack of centralization (or an app store) , we’re back to step one where you’re hoping for a customer to walk by. Native apps have this advantage of finding everything in one place.
Many argue that developing native apps costs more than web apps, but the existence of CPT’s out there (and growing) will reduce costs in creating apps that have a much smoother look and feel and offer a greater advantage for native devs.
One of the main reasons the debate has been going on for so long is cost. Companies willing to dip their toes in apps aren’t sure what to choose. If you have the budget choose both.
If you are an enterprise and finance oriented company web should be a good start but you should gear up for native in the near future.
It has been said before in many articles and blogs that native will be here for some time (at least 2 years) and you’ll loose quite a lot if you ignore the qualities of native. Until hybrid apps will be more consolidated , native cannot be ignored, but if you want user retention and engagement, you should put your dime on native.
Maintaining product eye contact. As said before, web apps need a web connection; natives aren’t so picky. This is crucial because once the user closes a website you’re gambling on the fact that he ,,may” remember you. Returning to the bookstore analogy.
Going native however means that you’re saying they can browse the shelves anytime, you don’t close the shop, the door is open and overall you’re much more friendly towards your customers.
Never underestimate the importance of good design especially when you couple it with the performance of native apps.
You combine functionality and aesthetic qualities which helps to ingrain your product into the customer’s mind.
Other than just presenting yourself on a screen’, you tell a story, what you can do for your customer, you create a bond and most of all you don’t tell them what they already see but what they could see and thus broaden their perspective.
We’re at a point where native apps , unlike web apps, can commit themselves to give a much more extensive set of user involvement.
You’re not just pitching pieces of data, info and opportunities to people but you’re promoting experiences which in turn lead to a higher degree of retention, brand awareness and engagement.
In a world of countless competitive markets, products and brands, native applications can aid you in providing powerful interactions and set yourself apart in both prestige and value.
In other words native applications rely on giving the user the ability to access it every time in an engaging and immersive environment which leads to brand loyalty, increased perception and distinction. Thus native apps challenge the White Queen’s words….Your move.
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