Contents

Abstract..............................................................................................................................2
1.Introduction......................................................................................................................3
2. Approaches.....................................................................................................................6
2.1 Diversity of mobile platforms and devices................................................................6
2.2. Native applications...................................................................................................7
2.2.1. Native tools........................................................................................................8
2.2.2 Application programming interface (API)............................................................9
2.3 Mobile web applications..........................................................................................10
2.3.1 HTML5...............................................................................................................11
2.4. Hybrid applications.................................................................................................12
3. Comparing native application and mobile web applications........................................13
3.1. Development..........................................................................................................13
3.1.1 Device specific features....................................................................................14
3.1.2 Developers support..........................................................................................14
3.1.3 Portability..........................................................................................................15
3.1.4 Maintenance......................................................................................................15
3.2 Distribution..............................................................................................................16
3.2.1 Access to consumers.........................................................................................16
3.2.2 Monetization......................................................................................................17
3.2.3 Distribution constraints.....................................................................................18
3.3. Usage criteria.........................................................................................................18
3.3.1 Performance......................................................................................................19
3.3.2 User experience................................................................................................19
4.Conclusion.....................................................................................................................20
Bibliography......................................................................................................................22

Abstract

Mobile application development has become very important area in software industry in last five
years. Many organizations that are taking first steps in implementing mobile strategy are facing
important decision. The extensive growth and expansion of smartphones and tablets have led to
use of mobile applications. Choosing the development approach is very essential for every
organization. This seminar paper examines a topic at the heart of any mobile strategy: whether to
deploy a native application or web application. this seminar will show key characteristics of each
approach, their advantages and disadvantages, and factors should be also taken in consideration.
Also, it will be shown how each of these approaches are measured to certain criterias:
development, distribution and usage. The purpose of this seminar paper is not to identify the best
development approach, as that one does not exist, but to rather to list pros and cons of each
approach and to describe situations or enterprise requirements, that best suits native application
or mobile web application.

1.Introduction

Ever since smartphones went worldwide, applications and their stores became extremely
popular. Smartphones become must-have product and moved focus from personal computers.
In terms of revenue, however, iOS took the lead recording revenue of over $100 million over
$40 million more than Android (App Annie, 1). This information is only telling us how important
are application are becoming. Revenue of these stores of Androids Google Play and iOSs App
Store is expected to plummet in the following years. So exactly, how is this influencing the
world? Apps generated $53 billion revenue in 2012, and are predicted to generate $68 billion
revenue in 2013 (Vision mobile,1). These numbers are telling us that development of application
is taking huge part in economy. In the world that is increasingly open and social, mobile
application are becoming vital part.

Figure 1. Revenue of Application Stores

Well, everyone who is considering making an application must take in consideration whether the
application is going to be native application, web mobile application or hybrid application. But,
to fully realize importance of application, we first must know what an application in computer
science is. Application is very broad and very spread term in computer science. What is an
application? Application is a program or piece of software designed to fulfill a particular purpose
(Oxford Dictionary,1). Purpose of the application is very important, when considering
3

development of an application. For business, the development of application is no longer

optional, it is now become imperative. Every serious company in every sphere of human life has
as an imperative to build an app, because focus shifted from the desktop computer application to
mobile application. Expansion of the mobile Web, has sparked the debate for the best approach
for developing application that give consumers and employees ability to access whatever,
however and whenever they want. It is very important to be very convenient and accessible for
regular customer and not just regular customer. The goal of developed application should be to
attract more users that are not initially members of target group. Why is this important? People
are spending more and more time on mobile phones surfing the Internet, downloading
applications, playing games and streaming movies, music. Moreover, companies want to make
sure that their product is going to reach desired audience. First thing that people tend to forget in
development of a mobile application is user experience. Some developers treat mobile screen as
just another screen, while reality is much more different. User interactions and behavior are
vastly distinct and that may lead to low usage of an application. Furthermore, we need to define
the most important terms that will appear throughout the paper such as native application, mobile
web application and hybrid applications. According to Techopedia, a native mobile application is
a smartphone application that is programmed in specific language such as Objective C for iOS
and Java for Android (1). Usually, they have access to camera and other features of smartphones.
Mobile web application stated by Techopedia.com is any program that is accessed over a
network connection using HTTP, rather than existing within a devices memory. Very important
is to mention that they run inside a Web browser (1). People tend to confuse with this term, but
essentially this an application where all parts or some parts are downloaded from the Web to gain
full functionality. Also, the next term is hybrid application. According to Techopedia.com, hybrid
app is type of application that has cross-platform compatibility, but accesses phones hardware. It
4

is developed with programs like Sencha, PhoneGap and Mosync (Techopedia,1). These
applications are written with web-based technologies, but are running natively and are taking full
advantages of smartphone features.
In this seminar work I am going to discuss the best solution for development of an application in
terms of development, distribution and usage.

2. Approaches

Figure 2. Difference between native app and mobile web app

2.1 Diversity of mobile platforms and devices

Personal computers have some sort of standardized operating systems, which is not the case for
mobile platforms. According to Gartner Operating systems such as Android and iOS are
widespread, but in order to create an application for 90% of market, we need to develop
applications for four different platforms including previous two, Symbian and Blackberry (1).
However, there is not only problem with mobile platforms, there is also a problem with different
software versions and physically different devices that are causing headaches for developers. An
application should work for variety of Android devices that come with about 10 different API
versions and also to be able to adapt on various different screen resolutions (Opensignal,1). Other
platforms such as Apples iOS is much more homogenous and they tend to use same, if not
similar version of the system. A remarkable amount of work is needed to develop an application
that is going to cover most mobile devices. For each mobile platform, there is new programming
language, developments tool, software development kit, and API (different application
programming interface). Software tool that is shared among all these platforms is web browser.
Every smartphone device is delivered with already installed web browser that can interpret

Javascript code and view GUI (graphical user interface) component using HTML and CSS.
However, they are not perfect. They have a lot of problems, but emergence of HTML5 and CSS3
is reducing differences between web applications and native applications.

2.2. Native applications

Native applications are applications that have binary executable files that are usually downloaded
from Google Play or App Store or any other store. These files are placed directly in phone. Native
applications are executable program coded in the machine language of the hardware platform
that is running in. Also, this type of application has been compiled into the machine language
of that CPU (PC Magazine Encyclopedia,1). After installation is finished on the device, which is
mostly initiated by the user, native applications communicates directly with mobile operating
system. Operating system vendor makes available free to access all of the APIs for native
application and can have some specific features depending on operating system. In creating
native application it is very important for developers must write the source code
(in human-readable form) and create additional resources, such as images, audio segments and
various OS-specific declaration files. After this, comes the procedure of compiling source code
and linking it to the executable in binary form
.
2.2.1. Native tools
These tools are designed for creating applications that run on specific platforms. For Android, it
is used Java and Android software development kit. For Apple iOS, development is based on the
Objective C programming language and XCode for user interface. Blackberry is used for C/C++
framework and plug-in eclipse, but previously was based in Java. It is similar for other platforms.

Languages

Apple iOS

Android

Blackberry OS

Windows Phone

Objective C

Java

Java

C#, VB.NET

( some C,C++)
Tools

Xcode

Android SDK

BB Java Eclipse Visual

Studio,

Plug-in

WP dev. tools

Packaging format .app

.apk

.cod

.xap

App stores

Google Play

App World

MarketPlace

App Store

Figure 3. Native tools

2.2.2 Application programming interface (API)
After installation is finished on mobile device and launched, it interacts with mobile operating
system through specific APIs calls the operating systems. API can be either low-level or highlevel.
Low-level APIs are the ones that are interacting directly with the touch screen or keyboard. Also,
it connects to networks, processes audio from microphone, play sounds through audio devices or
receives images and videos from camera. Global Positioning System (GPS) is also accessible by
an application and can access any hardware element available.
High-level APIs are processes that very important to the personal mobile experience. These
processes are browsing the web, managing the calendar, contacts, photo album and, of course, the
ability to make phone calls and to send or receive text messages.
Most mobile OSs includes a set of built-in applications that are executing these services, a set of
exposed high-level APIs is made accessible for native apps as well, allowing them to access
many of the important services (IBM, 5). There are also some other features such as
8

downloadable apps to access various cloud-based services such as push notifications or in-app
purchases.
API provides the GUI toolkit. Each mobile OS comes with its own standard for UI components
such as buttons, sliders and so on. Developers for making enjoyable experience must maximize
usage of those components. In development of applications that need to work on different
platforms, designer needs to know about different components of each operating system. The fact
is that APIs are OS-specific and they much more complexity, but creates rich mobile applications
that are using full functionality of modern mobile devices.

2.3 Mobile web applications

There is confusion in defining mobile web apps, because people tend to mix mobile web
applications and mobile websites. The reason is that they are quite similar, but a mobile web is
an application in which all or some parts of the software is downloaded from the Web each time
it is run (IBM,4). The only difference, but a major one, is that mobile web applications are
having focused application purpose, similar to native applications. There are also two types:
browser-based and rich-client desktop apps. According to PC Magazine Encyclopedia, in
browser-based Web applications JavaScript, HTML and CSS are executed via browser, where
JavaScript instructions are contained within the Web page and they are combined with HTML
code that gives visual layout and the CSS style sheet (1). Like the name says, these applications
are run directly in a Web browser. The next type is the type that created confusion. Web
applications may also run without browser. A client based web application is an application which
can installed in mobile device or downloaded each session, interacts with a server on the using
standard Web protocols, according to PC Magazine encyclopedia (1). Some companies are going
further and they are creating shortcuts that is has no difference from native applications.

However, these two types are some sort of extremes, because a lot of websites are implementing
their own mixture of features. And they are very promising trends that lead to growing number of
JavaScript toolkits such as dojox.mobile, Sencha Touch and JQuery Mobile, according to IBM.
These types of application are very useful, because of their multiplatform support. Most mobile
vendors are using WebKit, rendering engine in browsers, an open-source project led mostly by
Google and Apple, according to IBM (1). So we can conclude that application code is written in
standard web languages that work in WebKit leading to uniform experience for various devices
and operating systems. Unlike native applications, they do not have independent executable that
directly interfaces with the operating systems. They run through browser which has limited
number of APIs exposed. Also, results will vary with different screen sizes, device functionality
and operating environments. It can be difficult to provide balance

2.3.1 HTML5
HTML5 is the latest version of the HTML language and it could be a game-changer in the
world of mobile applications. It allows a experience very similar that is provided by native
applications. Also, it has its own local storage feature that allows offline running. HTML5 is
supported on big three platforms: iOS, Android and RIM, according to Lionbridge (5).
Developers are realizing the potential of this new technology which will lead to increasing
number of tools, frameworks and methodologies. It is still under development and functionality
remains somewhat limited and inconsistent. Different browsers are interpreting HTML differently
and evolving at different timeframes. One of the problems with HTML5 is that it not
standardized. Due to lack of consistency and standards means you need to develop different
HTML5 apps for different devices. HTML5 supporters are very enthusiastic and they claim it

10

will become universal standard for mobile platforms, as well as its critics who will claim that will
never match capabilities of native applications. HTML5 is something that should be watched
closely over the years as improvements arising. It has capabilities to greatly use some
functionalities such as audio, camera, GPS etc. The gap between native and web applications is
closing quickly. In near future, it is possible there would not be any difference.

2.4. Hybrid applications

Hybrid applications combine approaches of native and mobile web applications. How does it
work? Developers tend to write significant portions of their application in web-based
technologies, while maintain direct access to native APIs. According to IBM, native part of an
application uses the operating system APIs to create an embedded rendered engine that connect
the browser and device APIs(1). Developers have options to develop much or the entire user
interface in browser window while native wrapped around it to provide access to device
functionality. It is very similar to native, because it is downloaded from application store, stored
on mobile device and launched like native. Instead of rewriting the whole code, developers tend
to make at least some code in HTML, CSS and JavaScript and reuse it across different devices.
Also, it is also possible to develop a mostly native app with only a few screens powered by web
views.

Comparing native application with mobile web

applications
3.

In order to evaluate properly native application and mobile web application, we must decide on
proper criteria measurement. We will divide examination into: development, distribution and
usage.

11

3.1. Development
In development there are three main factors that diversify largely these two types: device specific
features. developers support and portability.
3.1.1 Device specifi c features
Native applications are taking full advantage of platform functionality, but web applications are
serving everyone with limited functionality. Web applications are having some restrictions, due to
their bond with the Internet browser. According to Mahemoff, they are missing several
specifications such as GPS, camera and some in-app experience like notifications on battery
status. Also, they are missing extended offline execution capability and multi-tasking (1). These
issues are seen as main flaw of HTML5 based applications. The situation is changing over time
and the solutions are coming at very good pace. According to Charland and Leroux, features can
be added to web browsers by recompiling it with adding functionality if the operating system
provider authorizes access via APIs (4). There are several opinions on these subject, while one
group of experts claims that web applications will close gap soon, according to Mahemoff(1),
others are claiming that web apps will be left behind for a long time(SIegler,1).
We can conclude that maybe the best solution of taking full advantage of these types will be
making some sort of hybrid applications.
3.1.2 Developers support
Development process can be vastly easy if there are suitable tools, it is very important to
determine what kind of support each platform provides. According to Madaudo and Scandurra,
developers like to work in native code, because it is easier to get help. They just go online to
forums and quickly get answers since writing in native code is done much longer time than for
cross-platforms code (2). Native tools have much more advanced tools at their disposal, because
they include SDKs, emulators, debugging tools and performance analysis tools. This is not the

12

case with web applications. Platforms for developing cross-platform apps ( web apps) are created
far later, so support is not on same level as is support for native applications. During years,
support for web application development became easier than it was,according to Charland and
Leroux (3). Web mobile applications are created lately, so is the support for creating them.
Difference will be smaller and smaller in coming years, if companies continues to develop at this
pace mobile web apps.

3.1.3 Portability
The ability to run on different operating system is very important factor in evaluation of the best
approach for developing mobile application. Native applications are platform-specific and in
order to be used for different platform, whole code must be rewritten. Each platform has its own
programming language and tools. This all leads to increasing developments costs. According to
Holzer and Ondrus, this can be seen as major drawback in development of native applications
( Holzer and Ondrus, 4). On other hand, we have web applications. According to Lewis, there is
no convenient native development platform, so HTML5 is looking like very attractive possibility
(Lewis,1). The main reason is to use to web applications is that the same code can be used for
several platforms, because every smartphone is coming with mobile browser. Also, there is
concern of compatibility among browsers, because HTML5 still is not standardized. However,
web mobile applications are still way more portable than native applications despite some minor
issues that web apps are having.

13

3.1.4 Maintenance
Two factors that are important for application maintenance are reusability of the code and the
platform where that code is going to be distributed. Some of the native distribution platforms
require validation before they can be updated to new versions, while web apps can be updated
with no delay, according to Holzer and Ondrus ( Holzer and Andrus, 4). This can be a major
reason why developers are moving towards increased development of web applications.
According to Madaudo and Scandurra, cross-platform frameworks often use their own subset of
Javascript, which means that code cannot be reusable without refactoring or substantial changes
(3). This leads to conclusion that developing still web applications requires additional work on
code, but those are details and they do not cost too much money

3.2 Distribution
When it comes to distribution which is very important, if not important as creating the app, there
are several issues that needs to be taken in consideration such as how to reach the desired
customers, how to generate revenue from application development and what are restrictions that
application developers are going to encounter.
3.2.1 Access to consumers
The way to reach customers is essential. The main goal should be to easily find and download
applications. Applications stores are solution for that. Their one-click purchase mechanism and
centralized portals proved to be very effective, according to Holzer and Ondrus (4). Native
applications are having major advantage over web applications, because they have established
application stores. Change in future is inevitable for web apps, even without portals for
distribution, according to Mahemoff (1). Nowadays, your application has wasted your time and
resources, if it is not present on the app stores such as Google Play or Apples App Store.
According to Claburn, there are some web stores such as the Chrome Web Store but Google does

14

not mentioned them a lot.(1). This sentence sums up how important are web stores for major
companies. This is one of major advantages of native applications over web applications, because
the reach to the consumers is far greater over application stores than just searching over the
Internet.
3.2.2 Monetization
People are moving to development of mobile applications over desktop, because it is easier to
collect revenue. There are several type of ways to collect to revenue such as pay per
download (e.g., CutTheRope), pay per subscription (e.g., New York Times), advertising (e.g.,
Blendr), pay for features (e.g., Hipstamatic), and freemium (e.g. Angry Birds) (Holzer and
Andrus 4). These models are been provided by almost all portals and platform provides for native
applications. Portals are accessible through device and only one-click is separating from earning
desired amount of money through any of previously mentioned models. According to Claburn,
there are alternative ways of monetizing Web apps through advertising, selling virtual good, but
that may work for some applications (1). Web application can gain revenue, but it is very tricky
and depends on type of application. Google hasn't said much about revenue in the Chrome Web
Store (Claburn 1). Basically, we can conclude based on this sentence, that earning money is
easier when you are developing native application, because you will have the place where
everyone will probably see it and increase opportunities in cashing time spent on developing
applications, but in future this can change due always present possibility of monetizing the web.

3.2.3 Distribution constraints

If you want to distribute over portals, then developers should be aware the restrictions that comes
with that. Web apps are easily deployed on independent portals and they are not encountering
15

such restrictions. According to Claburn, 30% revenue goes to Apple or Google through selling
native iOS or Android apps through the iTunes App Store or Android Market, while a Web app
cost range from 0 to 5% of all revenue on Chrome Web store (1). This is seen as major issue for
developing native applications, because 1/3 of your revenue is given to provider for just putting it
on their portal. Moreover, developers are leaning towards making web applications, mainly
because the cost of deploying to the web stores is almost nothing.

3.3. Usage criteria

There are two requirements that are very important in determining what type of applications is
best to develop: how fast is application performing and how application does look like.
3.3.1 Performance
Improvements of hardware and bandwidth are leading mobile phones to reaching previously
unthinkable levels of performance. Performance of the native apps is usually faster than web
apps. According to Maduado and Scandurra, difference between native apps and web apps is
easily noted during graphical rendering and animations (1). Applications that are written in native
code tend to run more smoothly than thos written in web language. Users easily notice slow
graphics or animations and it presents big concern for web apps. According to

Erkkil,

interpreting Javascript code has been much slower than running native code, but latest
mobile browsers are closing the gap (46). Performance of native applications proved to
be better, because they are using that is stored locally and it automatically reduces
time. That difference can be reduced over the years, because on the late Android versions, the

default browser has closed the gap to other web browsers. (Erkkil, 47). For better performance, it is

16

wise to use native applications, but in upcoming years it would not really matter are you using native or web
app.

3.3.2 User experience

An important aspect of using mobile device is the coherence of the user interface. According to Madaudo and
Scandurra, native applications are providing more fluid and responsive interface than web apps, especially
visible in animations and gestures (2). As previously mentioned, in developing native application, we are using
programming language of the platform that grants access to full device APIs. In development of web
applications, we are encountering many limitation to the device specific features. According to Erkkil, the
primary problem with web applications was slow responsiveness to the user interaction, fluency and speed of
the user interface, but overall functionality and usability was alright (42). Web apps are not far behind native
applications, but they are relatively slow due to their dependency on the Internet connection. According to
Mahemoff, web apps can be still be customized to meet look-and feel of the platform and they do not need to
follow platform standards (5). This is certainly true for some games and some conventional apps such as
Twitter. It depends really what are the goals of developers and what are their target users. If they are expecting
controls and widgets to be consistent then native app should be their choice. On the other hand, if developers
are writing for all platforms and want to progressively enhance, that this is right approach..

4.Conclusion
17

Mobile computing is the future of business. As mobile applications continue to take a central role
in business world, organizations are moving towards them. Choosing the best approach for
developing an application in terms of development, distribution and usage is unachievable,
because it depends from situation and needs that company or single user is confronted. So, I will
propose when is convenient to use native application and when is the obvious choice is web
application.
If companies are having existing native skills, then they will be able to take advantages of them,
without investing significant amount money. Second reason for developing for developing native
application is single mobile OS. Sometimes, companies are targeting limited target audience,
audience that is known for using only one operating system. When companies are giving certain
of mobile device such as Blackberry for their employees, there is no need for multi-platform
coverage. Furthermore, there are applications built around single functionality. Skype is prime
example of that. It would not be able to use some elements such as VoIP and access to contacts, if
it is not developed natively. Web languages are not yet good for achieving desired functionality.
Finally, if application is requiring rich user interface requirements such as games, ideal solution is
native approach, because web technologies are still not able to access full APIs.
On the other hand, some organizations prefer direct distribution without waiting for long and
uncertain approval processes. Using purely web languages can completely can completely avoid
app stores and allow the organizations to fully control how application is distributed and updated.
For building pilot application, it is desirable to build it as web application. It reduces the costs
and time to market. Once the concept has been approved, organization can use this code in
writing a better, sustainable application. Also, very important reason to develop a web-based
application is its visibility. Application that is an app stores will only appear there, but an
18

application that is web-based will be visible in search engine, which in many cases exposes to a
much larger audience. Additionally, web development skills are very common and easily found in
many organizations. Web developers can build applications with only web skills such HTML,
CSS and JavaScript. Furthermore, HTML5 is rapidly expanding in both availability and
capability. It is likely to become default technology for client-side application development.
However, writing an app in HTML means ensuring that investments they make today do not
become obsolete tomorrow. HTML functionality is becoming richer and deals with wider range
of mobile requirements.
Many companies are searching for the optimal development approach for reaching their goals,
but they are realizing that each approach is carrying certain limitations and neither of these two
approaches is meeting all the growing needs and complexity of modern mobile enterprises.

19

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