Sensible m-commerce move

/l/w/m/Sainsburys2.jpg

A recent report by Deloitte into app downloads for global consumer and healthcare brands stated that “brands need to decide whether an app is needed rather than a mobile website”. If there’s not a clear business case for a native app that really exploits features such as location, in-app alerts or rich user interface interaction then a mobile-optimised site is a better step to take, particularly given that the market reach is larger and entry costs potentially lower.

A location-based app, such as the one from The North Face, that allows users to track their hiking routes or find their nearest store uses native functionality, but an app that offers the same services as a mobile website is missing a trick.

Brands need to think carefully about their mobile strategy, what objectives they’re trying to achieve and what functionality they want to provide before investing.

Keith Nation
Technical director
ORM Londonsee

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here