Mobile apps currently have better usability than mobile sites, but forthcoming changes will eventually make a mobile site the superior strategy
The most important question in a company’s mobile strategy is whether to do anything special for mobile in the first place. Some companies will never get substantial mobile use and should stick to making their desktop sites less insufferable on small screens.
But if your site happens to have decent appeal to mobile users, then the second strategy question is: Should you produce a mobile website or develop special mobile apps? The answer to this question today is quite different from what it will likely be in the future.
According to this article from Jakob Nielson, the current mobile strategy today is mobile apps, but the future in mobile strategy is going to shift to mobile web. Any businesses that has a web presence should consider plan their mobile strategy carefully, because ultimately, the end goal is being able to reach the most customers regardless of what media devices they are using.
