Sensible m-commerce move

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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

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