Companies are considering their mobile strategy and the question raised is what the advantages of a mobile optimised browser are, over a dedicated mobile app?

As with most mobile websites, a browser is automatically detected so functionality and screen size can be optimised for the user for their phone. For some it will be development costs and the prohibitive nature of focusing resources on a product for one or more types of handset, rather than a general mobile web version which is cheaper to build. Indeed, some businesses will opt for both as they require a dedicated app for existing customers but also want a mobile optimised website to capture interest from new visitors to their site.

Many users have said they prefer mobile optimised websites over apps as they can access more information. It shouldn’t be that surprising as app design is relatively new compared to the 15 or so years in good website design and UI. Retail sector shows a strong bias towards mobile browsers.

These results may surprise and frustrate mobile experts and marketers alike as getting an app on a users home screen is a constant reminder of the brand. However it doesn’t make sense to force an app that a user doesn’t want.

Qatar Airlines has opted for the service over developing other types of check-in and passenger tools, boasting that the system works “without the need to download an application”. Maybe a key question is whether additional, non critical content such as guides and other information, is a value add on if it can be used without data roaming and should be pushed into an app. The point here is that both options should be considered.