2016 and Beyond

The debate has shifted around in mid 2015(around time of IOS9 release), providing seamless content discovery and providing seamless user experience (goal always existed, but technologies were not available until IOS9 or Android M). So, it is not much about Mobile Web or Native apps. We can conclude that having both strategy is a must for any businesses and brands. Question has shifted to how these technologies can help users during their mobile journey. Questions are about how users discover the content and effectively engage with that content. 

Last 5 years of native app adoption has created following issues for non-enterprise mobile apps.

1. For the publishers and brands who have adopted native apps, monetization of the apps and content has been challenging and also ongoing costs of maintaining mobile app infrastructure can be challenging. In non-enterprise mobile apps category, Other than few apps(top 20 in each category), lot of others are struggling to generate revenue from mobile apps.

2. Then are are several business(esp SMBs) who didn't adopt mobile apps for various reasons, needs to find a responsible mobile presence as users are on mobile.

So, going forward, there is a great opportunity to for these folks to benefit from each other.

In enterprise App category, native app adoption has created following issues

1. Consumer facing Web Apps and Native Apps are working in SILO. As more users are accessing these apps from mobile, it is extremely important for these 2 channels to work seamlessly for the user to provide best user experience on the mobile. 

2. Mobile data(both app data and user generated) and analytics data sitting in SILO.  So it is very hard to quality the user journey for the marketers to analyze and measure the impact to make decisions around where to invest their $$.

So, going forward,    there is a great opportunity to for these enterprises to use solutions that solve these issues.