"Let us have a mobile app" is easy to say, but not every business needs one. Sometimes a mobile-friendly website does the same job in a simpler way, and sometimes an app really makes the difference. In this article we compare the two options, go through the criteria to weigh, and outline in broad strokes the process that awaits you if you choose the app route.
The basic difference between the two
A mobile-friendly website opens in the browser. Anyone who taps a link reaches it right away, it adjusts to the screen, and search engines can find it.
A mobile app is downloaded from the App Store or Google Play and installed on the phone. It has its own icon on the home screen and can use device features such as the camera, location and notifications more directly.
They look like rivals, but they suit different jobs.
Decision criteria
Answer these questions in order when choosing.
What will the user do, and how often?
Looking at a restaurant menu or finding a company's contact details are one-off tasks that should finish quickly. It is hard to expect a user to download an app for that. A tracking tool used every day, or an appointment or ordering app, may be worth the download.
Do you need device features?
Push notifications, offline use, scanning documents with the camera or background location are where an app is strong. If you do not need them, you also have no strong reason to take the app route.
How will users reach you?
A website is reached through a link, a QR code or search results. For an app, the user has to find you in the store, choose to download and install. That extra step can mean losing some users.
Who is the audience?
Is your customer a one-time visitor or a regular user? Is the tool being built for the business's own staff or field team? For internal tools built for employees, an app often makes more sense, because the users are known and can be guided through installation.
When does a mobile-friendly site make sense?
It is usually a good start when:
- The goal is promotion, giving information or making contact
- Visitors arrive from search results or a link
- No special device features are needed
- Budget and time are limited, or you want to test the idea first
For many businesses, a fast, mobile-friendly site is the right first step before an app. As the need becomes clearer, an app can be added later.
When does an app make sense?
The app route may fit better when:
- Users will use the product often and regularly
- Features such as notifications, offline use or device hardware are central to the work
- You want a lasting relationship with the user
- You are building a dedicated tool for employees or a field team
In some cases, web apps that can be added to the home screen are a middle path. Their capabilities vary by platform and device, so you need to check whether they fit your need first.
Cost and upkeep: the general logic
We do not give figures here because cost varies a great deal with scope. But knowing the logic makes the decision easier:
- A website runs in one place, and everyone sees the same version.
- An app is considered separately for iOS and Android, and each needs testing and release. How this is done depends on the technical approach used.
- Operating systems are updated regularly, and the app has to be kept compatible with those updates.
- The stores' rules change over time, and releasing a new version requires a review.
In short, an app is a product that needs upkeep after it is published. A website needs upkeep too, but the load is usually lighter. So when deciding on an app, include the post-launch update plan in the budget and the schedule.
The store release process in outline
Developing the app is only one part of releasing it. The process generally goes like this:
- A developer account is opened on the stores
- The app record is created: name, description, screenshots and icon are prepared
- A privacy policy and data usage declarations are filled in
- The app is submitted for review
- After review, the app is approved or changes are requested
- Once approved, it is published
Review time and requested changes can vary, and rejection can happen. Each update can go through a similar review as well. So leave some margin when planning the release date. Because store rules and account requirements change over time, it is always best to check the current terms in the stores' own documentation.
The store and developer accounts should be in the business's name
This follows the same logic as the domain name for a website, and it matters even more. Apple and Google developer accounts should be opened in the business's name, with the business's authorised email address. This is because:
- The publisher name shown in the store is tied to the account
- Ownership of the app comes with the account
- If the account is opened in the name of the person developing the app, moving or updating the app can become difficult when the working relationship ends
For business accounts, the stores may ask for documents or extra information to verify the business, and that verification can take time. So it is a good habit to start the account work before development begins.
Start small, then grow
If you have chosen the app route, you do not have to put every feature in the first version. Releasing a small first version that does the most critical job lets you get feedback from real users. Planning later versions around that feedback is usually healthier than a large first version built on guesses.
The same logic applies to a website: you can publish a plain, fast site first and expand it as the need becomes clear.
A short list for deciding
If you are still undecided, answer these with a yes or a no:
- Will users use the product regularly and often?
- Are notifications, offline use or device hardware essential?
- Is it realistic to expect users to download an app?
- Is there the budget and time to keep updating after launch?
If most answers are no, a mobile-friendly site is probably enough and a simpler solution. If most are yes, the app is worth serious thought.
In closing
The right choice follows the needs of the user and the business, not fashion. If you describe your idea, we can look together at whether an app is needed, and if it is not, we will say so openly. If you would like to talk about your own project, you are welcome to write to us.