When to go native or HTML based App

A couple of months ago, Amazon released a web based kindle cloud reader. The app targeted iPad customers. For it to deliver a experience similar to the native app, they used HTML5 markup and API available in mobile safari.

Then, you have Financial Times delivered an HTML5 based app (with great success). This app targeted at their readers that use mobile devices (tables and smartphones) to consume content. One more point for HTML5.

Finally, Slideshare ditched flash and “went HTML5″. As a result, making presentations available in mobile devices and ditching flash overall. It took them 6 months, however presentation now load 30% faster and now web crawlers can read them.

The question is: should you follow Amazon, Financial Times and Slideshare lead ? If you are in the gaming business no (at least until WebGL gets better). However, if you are a provider of content that your customers will consume through reading: Yes. Why? Because you already have web developers that work with your current offering. Your current dev staff already knows the product, customers needs and are up to date with product development. Plus with HTML5 you can target iOS devices, Android phones and tables.

If you go native, you will have to, either hire a new developer or current staff will need to learn a new craft. If you go with new devs they will need to be incorporated in the product development process and will need to do this for each platform you want to target. Having your current web developers learn another craft, will make them neglect their current work in exchange of learning a new craft, and they will never be as good as somebody that has been doing it for years.

For  startups that have a web offering of their product or service is that it enables them to develop a mobile app at lower cost. Using frameworks like jQtouch, Sencha or jQueryMobile you can prototype fast and see what works and not. Then when you have more resources and your customers require it, then you can switch to native.

In summary:

• Apps that require graphics and processing power, have a lot of user interaction or needs to access the camera: go native
• Apps that provide content, have simple forms or provide web: go web
• If most of your visitors use modern web browsers that support HTML5 technologies, then consider what you can implement from HTML5 that will enhance their experience: go web
• If your like netflix: that is another story.