iPhone app or mobile website. Which one should you choose?

Since the end of last year, I have noticed the world go crazy over mobile. From clients to friends, marketing newsletters to newspapers, mobile marketing and mobile apps are the buzz words on everyone’s lips right now. However, as a non-iPhone owner, the world of iPhone applications is a touchy subject for me (as I slowly begin to resent the gleeful faces of my iPhone owning friends as they showcase their latest downloads). Nevertheless, with over 150,000 apps available for download in the app store, and over 3,000,000,000 downloads to date, there must be plenty of smug iPhone users out there who simply couldn’t envisage life without apps. So, the question I would like to explore today is this: iPhone app or Mobile website?

Smartphones, and the iPhone in particular, now dominate when it comes to mobile internet, so the big question for marketers is this: how do we reach out to this affluent market of smartphone users? Right now, the most popular method is via a mobile commerce (or non commerce) downloadable application – as demonstrated by the rapidly growing number of mobile app options. Apple offer apps in their store, Nokia has followed suit with Ovi, Blackberry have their own app store and the Android store is built to increase apps at an alarmingly fast rate as they offer an ‘open’ environment for programmers. That equals a lot of apps. So the first obvious question is what type of app do you build?  Should you build an app for each individual device (or store)? Or just for iPhone or, just for Blackberry?

Back in January 2010, it was estimated that Apple held a 25% market share of the smartphone market (Blackberry’s share was estimated to be 44%). Eventually, other phones will eat into the iPhone market share meaning that apps will have to be developed for a variety of different handsets. Additionally, as the code used to develop an application for iPhones is so different, any code used in the build cannot be reused across applications for other devices (although we shouldn’t overlook the arrival of the iPad).

Nevertheless, it is often argued that an iPhone app will always be more appealing. Bluntly put, apps are cool, fun and useful. They have amazing functionality (thanks to features which can offer a richer experience with location based services, or augmented reality) and greater visibility than any mobile site (thanks to the app store). The popularity of the app store means that retailers can gain great levels of exposure. As an example, the Ocado app currently features in the ‘apps for cooks’ article promoted on the apps for iPhone homepage.

However, all iPhone applications are subject to approval by the app store and the recent crackdown and rejection of a number of applications has been subject to much discussion in the press. Essentially, the app store will reject an application submitted for approval if it is deemed of ‘limited utility’ or inappropriate. Additionally, applications for submission must be applied for after development.

There is no doubting that developing an app for iPhone only restricts the number of customers you can appeal to, and developing a mobile website means a much greater reach (especially in the long term). You’ll also only have to build one – as opposed to one for each handset. As apps need to be downloaded in advance, if a customer doesn’t have your app, they won’t be able to buy. A mobile optimised site however, will appeal to mobile searchers. Additionally, no third party approval is needed. That means no waiting for approval before release and before you make any adjustments. Having a mobile site means that you’ll have free reign over site design, updates and changes.

The browser based mobile market is the future. Although the iPhone is the most popular device for web browsing right now (64.81%) thanks to a larger screen and superior browsing experience, other phones will soon catch up. Due to this, the browser based mobile web market will grow much faster than the app market and so, for a longer term investment, I would boldly say – if in doubt, go for a mobile site.

Of course, a lot depends on your market (if the majority of your customers use iPhones then an app will naturally appeal to them), and remember to keep in line with your brand (they may be the new thing right now, but just bear in mind that the mobile ecosystem will evolve in the long run). Of course, if you’ve got the resources then go for a mobile site and an app (this is what eBay and Amazon have). However, I do believe that the pattern of mobile web usage today makes it important to think about developing a user friendly mobile site that will work on every phone – not just the iPhone.