There is no question that your business needs a mobile presence. In 2011, less than 40 percent of mobile owners in the US had smartphone. Today, that number has risen to 50 percent and is continuing to grow. The average number of apps on American smartphones has also jumped considerably. Up from 32 apps last year, 41 apps now occupy smartphone devices – an increase of 28 percent. The undeniable truth is that mobile users are now the fastest growing audience for businesses. The only logical question that remains is whether to opt for a mobile site, mobile app or both. The answer depends entirely on the particular needs of your business.
Your decision to opt for a mobile site or mobile app may not be as simple as choosing “one or the other.” Many web publishers elect to build mobile sites as their first venture into mobile and then consider building a mobile app at a later time. Mobile sites are cheaper and less complex than mobile apps, which makes them a better place to start. Still, as a business owner you also need to consider whether or not to invest further in a mobile app. Here are some basic questions that will help you find the best mobile solution for your business.
Who are your users?
Reports such as AdSense help you determine how users are accessing your content. The best way to reach your target audience is to tailor your content and deliver it directly to the devices that your audience is using. For example, suppose the majority of your audience discovers your content via feature phones. The best strategy here would be to build a mobile site as smartphone apps are not compatible with feature phones. User statistics will undoubtedly help you make the best decision.
How do you want users to access your content?
The big issue here is connectivity. Mobile apps allow users to cache your content to consume at a later time. Mobile apps will prove more useful than mobile sites for tourist information and maps as mobile sites require users to have data access. Consider whether or not the ability to download and cache information is important to the overall user experience.
How do you want users to interact with your content?
Native, mobile specific features such as GPS navigation, embedded cameras and accelerometers provide a unique user experience unknown to desktop browsers. While HTML5 is making newer devices able to offer these types of options through mobile websites, mobile apps provide the most robust suite of native phone features.
How quickly do you want to make changes to your content?
Updates to mobile apps are much more complex than updates to mobile sites. Mobile site updates are instantaneous while mobile app updates require some additional steps. First, the app stores may require a resubmission of your app depending on the change you wish to make. Users will then need to take action to update the app package. It is helpful to consider your update preferences prior to choosing a mobile development platform.
What development and budget constraints exist?
In-house capabilities and resources play an important role in choosing a mobile development platform. Without in-house capabilities, businesses must account for development and upkeep costs. The advantage of building a mobile site over a mobile app is cost. While you will only need to develop one mobile website, mobile apps require cross platform assets. Basically, an app that functions on the iPhone may not do so on the Android. Cross platform mobile development requires the skills to build a mobile app across a variety of mobile devices. Depending on your budget and resources, one of the two should prove feasible as a good solution.
Finally, consider whether you will need to hire a professional to maintain the mobile site or application. Once you can answer these important questions, the closer you will be to making the best decision for your business and users.
Akesh Gupta is President of Light Speed Solutions. Akesh and his team strive to deliver mobile application development services to clients on time and on budget.



