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Weighing the pros and cons to find the right strategy for mobile delivery.
Accenture acquired Fjord, a global service design consultancy, to enhance our ability to help chief marketing officers and digital leaders create distinctive customer experiences and bring them to market with speed. Fjord specializes in creating digital experiences and services that engage consumers across platforms including smart devices, tablets and PCs.
View an infographic that outlines the strategies, and the pros and cons.
Fjord has explored the mobile service delivery strategies that businesses can consider to successfully service customers in a multichannel environment. Fjord’s exploration reveals that each approach has its own set of opportunities and challenges.
Fjord has identified three different strategies through which content or functionality can be delivered on mobile devices:
Responsive designBest suited to projects starting from scratch, these experiences require higher initial implementation costs, but allow for the broadest content scope and easiest maintenance.
Mobile web appsMobile web (or webapp) experiences are quick and easy for small teams to implement and maintain and, as a result, often only offer a slice of the full web content.
Native appsThese are slick experiences that utilize native mobile functionality and market reach, but come with high implementation and maintenance costs.
Each of these mobile delivery strategies comes with a set of pros and cons. These are the ten criteria to consider for each approach:
Development cost - The time, effort and resource profile required to develop the initial execution of the service on mobile.
Maintenance cost - The development process cost for supporting and making updates to the service on mobile.
Content utilization - How content is treated in the mobile channel, including not only its scope (compared to other channels), but more fundamentally, its purpose in an often heterogeneous mobile context.
Native functionality - How a strategy supports the use of native functionality such as camera, GPS and accelerometers.
Marketing reach - Some strategies can utilize ready-made marketing channels such as app markets, or drive awareness and traffic through search engine friendly URL structures.
Market success - There are a number of research findings that point to the popularity and success of native apps over mobile web in terms of dwell time and data throughput.
Performance - These strategies offer varying levels of interface and data responsiveness and performance.
Speed of access - The nature of mobile web and responsive design allows them to offer quick access to tools or content – as opposed to native apps that require discovery and download.
Content updatability - Some platforms are suited to quick changes in content which require little change to the codebase. This is often a key factor in deciding to develop hybrid native/web mobile apps.
Framework updatability - Open platforms allow changes to be made simply, by changing a CSS, for example. Other platforms require more involved development work.
Download the full infographic to see how these criteria align with the three strategies.
November 4, 2013
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