choosing the right mobile
platform Native apps vs.
HTML5 apps vs.optimized web
Our consumer app with user generated mobile travel tip is used in 95 countries
Strategy and mobile apps for travel & DMOs. Created more then 65 apps.
Hi there, we’re Everplaces. We work with mobile, today we’d like to share our learnings with you.
Overview: Mobile Formats
loyaltyawareness
Mobile optimized website
Own app: Native
Own app: HTML5
This is the same as Responsive Design. It means your normal websites are functional on small mobile screens.
It’s important because of when people search for you or stumble upon you on mobile. If the page is not easy to use people instantly leave again. Some travel sites are already experiencing 30% of their visitors come from mobile browsers.
YES✓ Cheapest and fastest✓ Becoming more important by the day✓ Works on all feature and smart phone
NO- Tends to becomes messy, too much info- Less deep interaction- Online only
A mobile optimized page increases visit time with up to 2 minutes (IAB)
Mobile optimized webMobile optimized serves visitors in: Mobile search, Mobile ads, Browsing
Responsive design & mobile optimized design is the same thing, it makes information readable in all
screen sizes
Native apps are build directly for the operating system; Android, iPhone, Windows or Blackberry. Native is work better and are best for deeper engagement
YES✓ Only format that can work offline!✓ Distribution people know (AppStore)✓ Faster✓ More options for Functionality/design✓ Built in features: camera and GPS✓ Best for sharing
NO- More expensive, build separately to each
operating system - SEO- Frequent updates can be a hassle
Native apps
Native Apps is the rolls royce of mobile experience. They can be designed to look nicer.
Also called HTML5 apps, are a hybrid. It’s web language wrapped in a shell so it looks like a native app. Initially these technologies were slow and troublesome but they are becoming better, though still not as fast and good as native.
YES✓ Cheaper, build for all phones at once✓ More developers who can code these
languages✓ Can look almost like an native app
NO- Poorer performance (time to load etc.)- Can only do less advanced features
Web apps
Facebook recently switched from HTML5 to native due to
performance requirements
HTML5 apps run directly on the internet. They have fallen out of favor with many professional app
developers, but the technology shows big promise.
What’s best depends on what you are you trying to achieve?
loyaltyawareness
Convert visit to fans Build awarenessvs.
Apps are best for deep engagement
Mobile web is best for generating awareness
Fans - Build for word of mouth
52% use apps in-destination. Their purpose:
‣ 94% research things to do
‣ 75% search for restaurants
‣ 80% for maps and directions
Investing in giving guests a better experience in-destination gives them a better holiday, then they share more positive posts on social media. This gives word of mouth, therefore it can increase awareness.
Effect of sharing.
Example:
‣ App had 1727 downloads
‣ Got 56 x share to Facebook. Seems modest, but effect is big
‣ (56 x 312 friends) is 17.427 people reached!
Most people download travel apps
‣ Choose mobile strategy based on your objective: Awareness (new customers) or Loyalty (higher margins)
‣ Responsive design is important to reach new customers.
‣ Native apps are better for loyalty and return visitors
Recap
Contact Tine Thygesen, CEO [email protected]
Mobile strategy & development
Thank you!
learn morebusiness.everplaces.com/knowledge
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