When establishing a mobile channel, a lot of thoughts are put into to decide whether it should be a native app or a mobile web. Native apps are downloaded and installed directly on mobile devices for use, whereas mobile webs operate on URL-based browsers. The two have different running systems and operation platforms and each has its own distinctive features. The industry has had a long discussion over the two development methods and native app is leading the mobile environment these days. However, the recent change and astonishing development of web technology show the possibility of mobile web reclaiming the lead again in the near future.

 Has HTML5 web technology really triumphed over native app technology?

 Do the users nowadays actually consume contents and various services through HTML5-based mobile webs on browsers?

 The result proves otherwise. According to a report titled as released in November 2017 by App Annie, a content market analysis company, smartphone users around the world spend 7-fold as much time on mobile apps as they do on mobile web browsers.

 Even after HTML5, the advantages of app stand out more compared to web in the mobile world.

 First, app allows access to device hardware and functions with more depth and consistency. For instance, GPS access on background and use of AR with camera are possible seamlessly only on native apps.

 Second, app performs as an excellent channel that enables smooth communication with users. 'Push notification' on native app is widely used among marketers and is a frequently used function with its high ROI. 'Push notification' can also perform Call to Action function to encourage users' specific actions on apps.

 Third, apps provide faster and more efficient user experiences. Apps are convenient and trustworthy for users thanks to their mobile-friendly UI, prompt speed, convenient access through home screen icon and stay-logged-in function.

 However, the statistics that show app is always superior can be misleading and it should be approached with caution. Although users spend a long time on apps, more than 80% of the time is used on social media, messaging, and entertainment category apps. In Korea, it means that users spend their time only on Facebook, Instagram, KakaoTalk, YouTube and a few music and game apps.

 In other words, if the apps we provide service for are not included in the top 5, users are highly unlikely to consume their time on our apps. Considering the cost of development and maintenance of a mobile app, and marketing expense to encourage users to download the app, a mobile app may be an extremely inefficient platform.

 When Facebook chose native app strategy in 2012, Mark Zuckerberg said something else too.

"It does not mean HTML5 is bad. In fact, I have a great interest in HTML5 in a long term."

"More and more users are using mobile web than iOS or Android app. Mobile web is significant for us."

 In other words, Facebook was to continue its investment in HTML5 to provide user experiences on mobile web in the long run. It also meant that HTML5 would be equipped with sufficient performance if hardware was to be developed in the future.

 Will the advantages of native app remain exclusive to native app forever? Web technology has made quiet yet remarkable development so far. As web standard technology and specs were fined tuned, HTML5 continued to evolve into HTML5.1, HTML5.2 and HTML5.3 with the recently announced working draft. In addition, improved device performance and browser engine have increased the operation speed of UI to be on a par with app. For example, the noticeable development of JavaScript's engine performance by browser makers has completely changed the status of JavaScript language, which is an important part of web technology. (It is also used in server-side and IoT)

 In particular, Progressive Web App(PWA) is a key technology that can narrow the gap with native app that has put web in a disadvantageous position.

 If a web is based on HTTPS, and Web App Manifest has been introduced, and, lastly, Service Worker is in use, then the web can use PWA. Service Worker is the most important core technology that will allow web to operate on background and off-line just like native app.

 With PWA, independent full-screen UI can be used just as native app and push noficiation can be received even on web as well. The use of and access to home screen icon exclusive to our web service will be possible. Furthermore, as on native app, user information can be safely stored. In other words, PWA can resolve the majority of problems of web that made us choose native app.

 PWA, used mainly on Google Chrome, had been seeking for integration with Android platform and it was recently announced that PWA will be applied to Microsoft's Windows 10 Edge browser and Apple iOS Safari as a standard technology to be integrated into device platform, which is encouraging. Now we are facing an environment that allows use of PWA on various platforms without problems.

 Native app has significant disadvantages. It is subordinate to Apple's App Store or Google Play, it needs to be updated as a whole even with a small change and it is not naturally exposed to search engines and other media. Also, as mentioned earlier, so many issues need to be considered in terms of cost – development and operation on each platform, supply and demand of a limited number of app developers with a specific skill set and marketing expense to encourage users to download the app.

 The online channels of Amorepacific have specific needs – the pages need to come up as search results on external search sites including Naver, Daum and Google and the contents should be shared naturally via social media and messenger apps based on URL for marketing. These are sufficient reasons to choose mobile web unless there are other issues.

 In the future, we will not have to use native app due to limited reasons such as push notification. Rather, we can establish mobile web that yields the same effect as app with active introduction of the latest web technology. If we introduce it in a timely manner based on thorough research and preparation, we will be able to enjoy the true value of efficient web technology.

Reference :
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