By now, every organization has already asked the question about whether or not they need an App.  Putting aside whether there is a bona fide reason for investing in an app or not, there is a second related question that always gets asked: if we have a mobile (eg responsive) website, do we actually need a mobile app?

To help answer this question, we have assembled a brief summary of the advantages of each platform:

A mobile website:

• Since the organization is investing in the website anyway, the marginal cost of a responsive mobile website is very low.
• There is little or no “extra” maintenance, since anytime something is updated on the main website, the mobile site will automatically be updated.
• Everyone has a browser on their smartphone: it’s just a matter of typing in the URL to bring up the mobile site.
• There is no need for the user to go through the extra step of downloading the app.
• No app development expense; no app support requirements.
• No decision as to what platform to develop the app for:  iOS, or Android.  The mobile site works on all platforms.

A mobile app:

• Easier to discover: billions of webpages, only several million apps.
• Once downloaded, it has a coveted spot on the user’s device.
• A dedicated user interface that isn’t constrained by the browser’s technical limits.
• The ability to monetize through in-app purchases.
• A closed system: Less user distraction from websites or third-party ads.
• Most apps are not dependent on a data connection, and can run in a subway, remote mountaintop, or airplane.

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