S

Native or Web Browser?

Web Browser, Native App…. Or?

Nxtbook Media

Marcus Grimm – from the US!

Gavin Stark – from the UK!

Serving 2,000,000 readers per month Desktop digital editions Tablet/mobile browser editions Tablet/mobile native apps

Goals

Break down the differences between the 2 platforms

Show you how the difference in platforms creates different results

Help you synthesize this information for your strategy

Interface

2 years ago, native apps always looked a lot different than browser apps

Not necessarily the case anymore

Capabilities

Native apps can do more with your device: your camera, accelerometer, etc. Eg. Instagram letting you use your phone and say where the pic is from.

Browser apps are a bit more limited: geolocation, orientation

But this is changing, too

How about speed?

Browser App That’s Faster Than a Native App?

Development

Browser One size (mostly fits all)

Native One size mostly doesn’t

Hybrid Browser development inside platform specific

wrappers Somewhat shows that previous discussion points are

dated

Finding Readership

Browser Email Social Media Search Engines *Assuming Your Content is Open!

Native Improving With Social Media Still a Somewhat Convoluted Process

Paid Content?

Native The app store is the gatekeeper. Do not try to bypass it. Android native, less restrictive. As stores get bigger, discoverability is an obstacle.

Browser Do what you want. In the browser, you get more control, but you have to build

your store. You’re responsible for finding and marketing to your audience.

Versioning of the App

Native Up to publisher to release Up to user to accept

Browser Up to publisher to release

Assuming You Are On All Platforms, Where Are the

Readers?

49%

8%3%

31%

10%

DesktopTablet BrowserPhone BrowserNative iPadiPhone Native

Data is from top 5 Nxtbook customers on all platforms January, 2013

The Reality With Paid Content

21%

12%

2%61%

4%

Desktop

Tablet Browser

Phone Browser

Native iPad

iPhone Na-tive

13%

74%

10%

1%1%

Native iPad

Desktop Browser

iPhone Native

iPad Browser

iPhone Browser

Top Paid Title Top Controlled Title

For better or worse, gates work!

Conclusion: It’s About You.

Do you have marketing power? The less power, the more native you should be.

Do you have viral content? The more viral, the more browser focused you

should be.

How will you make money? If more ads, more browser. If more issue sales, the

more native.

Thank you!