Mobile App Or Mobile Web? For IT, It's A Choice, Not A Battle

Companies struggle to choose between building a mobile app and implementing a mobile website. The decision becomes a battle shrouded in competing points of view and often a lack of customer information about the benefits and risks of each. To help you make the best choice possible, we have painted the differences between mobile app and mobile Web in black and white: Use mobile apps for engagement; use mobile Web for reach. We then shaded the spectrum with the factors pushing in one direction or the other. To make the best choice for your customer, assemble a cross-disciplinary team of marketing, business, and IT, and use data on the mobile mind shift to shed light on customers' expectations and requirements. Regardless of the choice, eBusiness pros and marketing leaders will find they need to spend more money and develop a much closer working relationship with IT. CIOs will find they need new skills, a new engagement platform, and a much closer working relationship with marketing and business.