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BizReport : Mobile Marketing : February 23, 2011


To app or not to app, one expert's opinion

Mobile and mobile commerce (m-commerce) are set to soar in 2011. The question many businesses are trying to answer is how to take advantage of m-commerce. Apps? Mobile websites? A combination? One expert insists that mobile websites are the better option. Read on for his opinion.

by Kristina Knight

urmobile.jpgFirst, the mobile marketplace.New research from Forrester predicts that m-commerce, which has shown increasing momentum over the past year, will continue its growth through 2011. Meanwhile comScore reports that the mobile space skyrocketed in the US and Europe in 2010, pushing US smartphone adoption to 27% of the mobile population. That growth has many businesses pondering the mobile debate: App or Mobile Site. One expert says browser sites are the best option for many brands.

"Most organizations don't need [apps], but every organization needs a mobile web site," said Mike J. Zserdin, Chairman and CEO of ur mobile, the parent of MobBuilder. "The important thing, based on user demand, is to get a manageable and respectable mobile web presence up as quickly as possible."

A new tool, called MobBuilder, makes creating a mobile-optimized website simpler. Using drag and drop components businesses can create a mobile site with only the pertinent information that consumers may want. Mobile sites can be up and running within hours, depending on the amount of information, logos, art and other items.

Through a browser brands can control the content, save a little and create an area that is functional across platforms. This is important because mobile apps aren't cross-platform functional at the moment. An app made for the Apple iOS isn't compatible with Android, for example, so a second app has to be developed.

"Experts such as Morgan Stanley and Gartner already predict Mobile Web viewing will surpass desktop viewing," said Zserdin. "Other research shows Gen Y already prefers the mobile web. As more people default to the Mobile Web for basic content, usage will soar. Applications are cool but will be used for specific and focused purposes such as games."

Tags: MobBuilder, mobile apps, mobile marketing, mobile tips, mobile websites, ur mobile










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