Everyone agrees that apps are great marketing tools for engaging consumers. Now the debate is whether to develop native or web apps. Which is better? Well, it depends.

What Are Native Apps, Web Apps, and Hybrid Apps?

Native apps are apps that are explicitly developed and stored on a device. Native apps require installation.

Web apps are written entirely with web technologies and the code is executed by the browser; installation is optional.

Hybrid apps are native apps with embedded HTML. They have most of the benefits of native apps. The web portions can be packed with the app or downloaded from the web.

Factor 1: How Will the Consumer Use the App?

If the app uses features of the device (microphone, speaker, camera, vibration, GPS, etc.), a native app is more appropriate. If the app relies on the Internet for content (i.e., a catalog of products), a web app is more appropriate. This chart demonstrates applications by Internet task – shopping and search apps being heavy browser users are more likely to be web apps while connecting and navigating apps use features of the device and are more likely to be native apps.

Factor 2: How Fast and How User Friendly Do You Want the App?

Since a native app is explicitly downloaded and stored on the device, generally the user experience is better. The user interface can be cleaner without multiple frames. As Matt Legend Gemmell said when speaking about native apps in his article “Apps vs the Web,” “…humans are designed to focus the majority of our attention on a single task at a time. Interfaces which permit and even encourage this separation of concerns reduce our stress level, and facilitate concentration.” Native apps tend to have better graphics and a smooth user experience due to the interface with the device.

Factor 3: How Will the App Be Distributed?

Native apps can be distributed for free through app stores using their payment system. However, a negative is the loss of control through the approval process, monetization, and promotion of the app. Web apps generally have less visibility and are usually marketed using search engines or on branded websites directly to the consumer.

Factor 4: What Do You Want to Spend?

Native apps are more expensive to develop, as they need to be developed for each specific operating system – iOS, Android (multiple devices), Windows, etc. Many web apps can be developed by in-house developers using existing skills. Therefore, native apps can also take longer to develop. Maintaining apps on multiple operating systems is also expensive and time consuming.

Of course, you can always use the hybrid model, which can combine the best of both worlds. Hybrid applications are increasingly rising in popularity as operating systems become more fragmented.

Usage, user experience, control, distribution, and cost all come into play when developing an app; and then there is how to design the app itself so that it is engaging and retains the user to defray distribution costs.

To learn more, watch this great presentation entitled “HTML5, Hybrid or Native Mobile App Development Webinar.”

Rob Weber, Senior Vice President of Mobile Business Development and Co-Founder, W3i, LLC
Rob is an Internet marketing pioneer with over ten, profitable years evolving W3i in the consumer application industry.

A great opportunity for add-on partners is to ensure compatibility on all browsers/browser versions. In addition to providing new opportunities, expanding into all browsers presents new challenges.  Being proactive about browser releases and ensuring compatibility is essential for remaining competitive in the browser add-on marketplace.  This is no easy task when looking at the release schedule for the leading browsers:

Chrome-
Automatically releases updates every 6 weeks.

Firefox-
Increased releases to every 4-6 weeks, now Firefox 8 is believed to automatically upgrade the user to this latest version once the user opens their (more…)

How Do You Compare to the Top 10 Publishers in W3i’s Application Network?  Most often, application publishers only compare themselves to close competition, but what about the others?

The following is a list of the key characteristics the top 10 application publishers possess within W3i’s Application Network:

• Variety of content- Four applications on average
• Ability to purchase traffic in multiple countries
• Back-end monetization strategies
• Diversified traffic portfolio
• High demand applications in high demand verticals such as utilities, music, and video
• Quality content- SEM, SEO, and product optimization for improved user experience and conversion
• Avid performance monitoring with a strategic outlook

These characteristics have proven to be effective for app marketing success in and out of the W3i network.  They are just some of the many thnings that can be of significant value when trying to maximize your application and grow your business.

W3i works with multiple publishers across all verticals and has more than 10 years of experience helping publishers market and monetize their applications.  If you have an interesting application and you would like to learn more about how W3i can help you, email W3i at info@w3i.com.

Nicole Virnig, Account Development Manager, W3i, LLC
Nicole focuses on growing W3i business relationships, making sure the client has what they need to help them be successful. If they aren’t happy, she isn’t happy.

W3i is proud to be a part of comScore’s Trees for Knowledge initiative which recently announced it had sponsored over one million trees being planted through their partnership with non-profit Trees for the Future.

W3i has supported comScore’s efforts by offering its users the choice to download comScore’s RelevantKnowledge desktop application while downloading W3i desktop applications, such as W3i’s Green Earth Wallpapers, which are processed by W3i’s Install IQ technology.

Others are also getting in the game by creating their own cool “green” desktop applications including GreenPrint, a desktop application which helps users save money by eliminating unwanted pages saving paper, ink, money, and millions of trees. Additionally, Snap.com has been marketing their CO2 Saver, which saves energy when its user’s computers are running idle.

For all of the negative publicity surrounding the interactive media industry and online privacy, it is good to see socially responsible companies pitching in to do their part.

General Electric’s NBC Universal unit should be congratulated for leading a group to bid $3.5 Billion for The Weather Channel. By recognizing the strategic value of adding The Weather Channel to its arsenal of media properties, NBC Universal should be able to close the gap with competitors who have been stronger in a variety of interactive media channels. The Weather Channel has long been ahead of the curve in recognizing the value of creating an integrated, interactive presence throughout the Internet, desktop, and mobile connected world. For example, The Weather Channel’s desktop application which W3i distributes has been one of the most successful desktop widgets ever created, and drives many users back to Weather.com. Other smart media companies like The Weather Channel understand the value of creating an integrated, interactive media presence. One of my favorite recent quotes is one from Jeff Yapp, a top MTV Networks’ digital executive who said “If you watch our shows, you’ll want to live them.” (in Newsweek’s April 14th 2008 article by Johnnie Roberts titled “I want My (Web) MTV”,). Hopefully NBC Universal will fully take advantage of the knowledge acquired via The Weather Channel acquisition, and put this knowledge to use to grow other NBC Universal interactive media properties. (http://news.yahoo.com/s/ap/20080706/ap_on_bi_ge/nbc_weather_channel)

Rob Weber, Vice President of Business Development and Co-Founder, W3i Holdings, LLC – Rob is an Internet marketing pioneer with over eight, profitable years evolving W3i (owner of Freeze.com) in the Integrated Interactive Media industry. 

Millions of computers throughout the world featured the screensaver, Santa’s Workshop, during the holiday season. Initially launched in 2000 in flash format it was the top downloaded Christmas screensaver of all time. Santa’s Workshop has now gone 3D.

“The latest 3D technology was used to develop Santa’s Workshop 3D ScreenSaver and The Santa Claus 3D ScreenSaver,” said Robert Weber, CEO of Freeze.com. “What a difference six years makes in the world of technology.” The screensavers continue to be available free to enchant users the world over.

Santa’s Workshop 3D ScreenSaver comes alive as the elves are busy assembling gifts and writing cards. A 3D train moves the gifts around the workshop while a squirrel in a wheel delivers the power needed. One little elf stops to warm his hands at the roaring fireplace. Santa paces around anxious for his big night. The light-hearted Santa music and workshop sounds make the scene come alive. Santa’s Workshop 3D ScreenSaver is the most realistic Santa screensaver on the Internet–a Christmas must-have.

Or download The Santa Claus 3D ScreenSaver. Utilizing the same 3D technology Santa Claus’ big night comes alive. Watch as the 3D sleigh and reindeers fly through the snowy skies over mountains and rooftops to land on snowy roofs. Santa slips inside to a delightful, cozy family room with a roaring fireplace and decorated tree. Santa unloads his glittering gifts and is off. The picturesque, snowy window is the perfect place to wave good bye.

As millions of families enjoyed Santa’s Workshop during the past six years, millions more will enjoy Santa’s Workshop 3D and The Santa Claus 3D screensavers.

Click below to see screenshots from these screensavers.

Santa #1 | Santa #2 | Workshop #1 | Workshop #2 | Workshop #3 | Workshop #4

Tags: screensavers, santa, santa screensaver, robert weber, freeze.com