Publishers seeing the native app lose ground to the web app

Publishers seeing the native app lose ground to the web app
At a recent panel featuring Google's Bonita Stewart, New York Media's Larry Chevres and Financial Times's Rob Grimshaw, an interesting topic had been discussed. It had to do with with the fact that a lot of the publishers nowadays who are also offering their content on mobile platforms, face the same problem - how to present their content in a way that is most cost-efficient for them, and most pleasant for the readers.

It turns out that the good-old native apps aren't always the best way to go. As revealed by Financial Times's online managing director, Rob Grimshow, after they have pulled their native apps for iPhone and iPad, they saw an increase in iOS subscribers of 70%. The problems associated with supporting a native app have to do with the constant need of updating the app as the OS also gets updated, the need to port your app to other platforms, as well as the fact that they had pay 30% of the revenue coming from the app's subscribers. Obviously, removing the "app" and "app store" factors here, and going for an exclusively web-based solution has played a very positive role for Financial Times's mobile business.

On the other hand, New York Media's CTO, Larry Chevres, has said that companies like theirs aren't ready to abandon the native app model completely yet. According to him, there are some things that you can't yet do as well on the web, like creating an immersive reading experience. Having access to the powerful hardware of the device can allow you to create fancier options for interaction, for example. Still, it's not a secret that the gap between web apps and native apps is getting smaller and smaller.

Finally, Google's VP of Americas Partner Business Solutions, Bonita Stewart, joined the panel by acknowledging the fact that the best way currently to persuade advertisers to invest in your mobile endeavors, is by offering a platform that can work on various kinds of devices like tablets, phones, TV, etc. Still, if we look closely at some of these individual categories, like tablets, for example, we can't help but see there's still need of maturation of the market. For that to happen, though, we'll need more 'bang for the buck' devices like the Nexus 7 and Kindle Fire HD, which are both affordable and appealing to the users.

source: Mashable



4. MC1123

Posts: 1256; Member since: Nov 12, 2012

i dont think so! native app still works the best! due to the fact that im not always on data or i dont apply for a postpaid plan!! and due to the fact that the internet connection in my country sucks!!! so native apps is still the best!

3. antifanboy14

Posts: 68; Member since: Nov 26, 2012

I like native apps. As soon as we can do away with flash totally and HTML5 takes over i still see the need for native apps.

2. TheMan

Posts: 494; Member since: Sep 21, 2012

For the most part, Flash websites was an issue for the iOS platform. Interesting, though. In the last several hours we've learned that if you publish content, *don't* develop a native app. But if you run a social media site, which (of course) depends on users for content, then you should create an app. I suppose that's also true for hybrid sites where there's plenty of original content and social media (e.g., ESPN).

1. JeffdaBeat unregistered

Back in the day, having a native app for any given smartphone seemed more necessary for the simple fact that many web sites were still running flash every which way. Remember those flash intro pages that no one ever really liked? The web has moved away from that and sites are more to the point. Native apps just aren't needed as much as before. I've deleted NYT and CNN apps because I can just go to the site.

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