The pros and cons of native vs. mobile Web apps
SUMMARY: Mobile-optimized websites are less expensive to develop than native mobile applications, but there are pros and cons to each, writes Dave Meeker. A native app's icon is in itself a constant company brand reminder. Also, the apps can utilize the features of the mobile device better and usually run better, but they require downloading by motivated users, and updating them is not as easy as a mobile Web app. Timing is also a consideration, so a mobile Web app may be preferable for temporary campaigns or limited-time promotions, writes Meeker.