In my last (&first) post, I commented on the exciting
developments in Mobile Technology that allow health care companies to develop a
mobile strategy that can help drive down administrative costs, and add value to our customers.
In this post, I’d like to dig a little deeper and discuss a central question that
all IT organizations must answer when developing a mobile strategy: What type
of app to build – native or mobile?
A google search on the topic will return a wealth of
material from supporters and naysayers for both.
Here
is a collection of polemics from experts. Below I will summarize this
debate and offer some thoughts on how to think through a strategy for healthcare companies (and
other industries as well).
This
Worklight
webinar offers an excellent overview of the pros and cons for both native
and mobile apps, and “hybrid” models.
Native Apps
Simply put, native apps are those that you typically
buy/download from an app store or market-place such as iTunes, Google Play, Windows
Phone store, etc. They are built uniquely for a mobile device (iPhone, Droids,
Blackberry, etc.) and the app’s functionalities are contingent on the device’s
API
environment. A native app built on iOS
is not portable/usable in an android phone and vice versa.
Native apps have several advantages:
-apps can utilize other device functionalities such as
cameras, geo-location, address book, etc. to offer a more enhanced, immersive
user experience.
-apps can be run offline, not requiring a wifi connection. Content
data can be cached and re-used.
-apps get a lot more market exposure being part of the app
store; will show up in search results and can gain traction from user ratings. This
also allows the developers to get instant feedback and improve their apps based
on user needs.
-apps can include revenue generating advertising.
There are also several disadvantages:
-they’re costly to develop and deploy, requiring a diverse
mobile architecture.
-they require resources trained in the various platforms.
-they require approval from third party store owners before
deployment, and involve a vendor fee.
Mobile Apps
Mobile apps are those that require a browser app-shell to
run on. They’re designed using web languages (java script, html5) and can be
run on any device using any browser (Safari, Dolphin, Opera, etc.). Mobile apps
are accessed through a URL or hyperlink.
The disadvantages we saw with native apps are all advantages
for mobile apps:
-they’re not dependent on the device, and therefore only
require a single development team.
-they can be updated and modified faster, cheaper, without
relying on third-party, store approval.
On the flip-side, mobile apps cannot provide the same level
of functionality and user experience as native apps. They are typically only
accessed by those already familiar with your site by typing the URL or clicking
on the hyper-link to get there. They are also dependent on a wifi connection to
execute.
Given these benefits and downsides to both native and mobile
apps, what direction should health care organizations choose?
Mobile Strategy
I don’t have a specific answer (and will be shot if I
revealed the thinking within my company :))
but I believe the answer must start with (1) an understanding of who is in our
customer base and what they want. (2) We must also look ahead and understand
how our business and technology will evolve in the future. (3) What the return-on-investment (ROI) from each will be.
Market research of mobile users, and customer segmentation specific
to the industry will provide the data we need to understand how our customers
prefer to relate to our business. Currently, several studies show a dead heat
between
mobile
app vs native app users. I have reviewed several case studies (not
available online) that show customers are split in terms of their preference.
There’s a clear advantage when it comes to the number of native app offerings
(400,000+ according to one study) as opposed to mobile apps (48,000+ or 10% of
native apps). But this number is misleading as several native apps are quickly designed
games and catalogs pushed to the market, as opposed to more robust
applications.
Secondly, as we look ahead to the future, both the
demographic shifts and the individual mandate coming into effect, we can expect
an influx of younger customers entering the health care market.
Younger
people tend to prefer native apps but consumers generally prefer to shop
using a web browser (mobile sites and apps). As browsers and web languages
develop further (like html 5) some of the functionalities of native apps can
now be incorporated into mobile apps (such as geo-location, connecting to
google contacts, etc.).
The third determination, ROI, is the toughest to measure,
given the relative newness of this technology. A survey of use-cases I have
seen makes a strong case for both, with a slight edge to mobile apps, given
their low cost of development. However, the higher visibility of Native Apps help generate more revenue over-time, even if immediate ROI is smaller.
In the final analysis I believe what’s important in choosing
the right strategy is flexibility. An initial go with mobile apps might be cost
effective and provide an easy transition for customers already familiar with our web
portals. But as we move into the world of health-exchanges and individual
buyers, native apps can attract new business and provide cost-effective
services in a much better way than mobile apps. But as mobile app/browser
technology evolves and hybrid apps become more common, an adjustment in strategy might again be necessary.
So far we have been
mainly discussing the choice between native and Web apps for mobile devices. It
is important to recognize that we are increasingly moving toward a ‘multi-screen’
world, where brands will want to engage their users across a variety of media
touch points. In that light the same debate will carry on to tablet devices and
now Web-connected TVs, thanks to the expansion of Android and iOS platforms.
Personally I believe Web apps will take on a larger mind share among both
publishers and consumers, as hardware complexity grows and the desire for
immediacy increasingly dominates modern media consumption behavior.