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I recently read a series of articles on smart phones and tablet devices in The Economist and saw some pretty interesting statistics. Smart phone use worldwide is projected to grow 20x in the next 8 years from 1 to 20 Billion, and right now 1 in 4 Americans have smart phones. Tablet devices are likewise expected to grow really fast as well
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. On a small side note, I initially thought, how can the iPad be really any different than an iPhone when they mostly run the same apps? But everyone I talk to seems to feel the larger experience is a reinvention they love, so I anticipate a lot of growth here as well.
What all this has meant to us at Code Greene is that finally more and more of our customers are asking us to design and build for these devices in addition to regular browsers. It has been our philosophy to not venture down dark and lonely roads, so we will often sit back a little to see where new technologies are headed before diving into a pool with potentially only one foot of water in it. Admittedly there have been times we’ve missed waves, but there are other times we’ve ended up saving ourselves a lot of wasted energy. We are at the point that cross device compatibility is now a well lit path we are going to travel on.
There are three different paths that can be taken to develop for these different technologies which are:
1. M.versions approach
2. App development
3. Adaptive/responsive design
It is sometimes hard to decide which path is best so I will explore each and tell you what we will most likely do the most of and why.
M.versions stands for Mobile Versions. It is basically an approach where the server asks the device what are you? If it comes back saying I am a mobile device, it will then call up a mobile version of the site, which will be smaller and is usually a cut back version. The downside to the m.versions in our opinion is the potential for double work. Coding a regular version and an m.version(s) will inevitably will lead to more coding.
The App approach is probably the most difficult (at least if you are doing an iPhone app), the process to register with Apple and review your app with them is tedious, time consuming, and you could be rejected. Nevertheless, apps have a place and we see people making fortunes through apps. Nonetheless, because our focus is typically on more of a results driven basis, we don’t see a lot of business app requests. The other thing to consider, which to me seems like common sense, but sometimes isn’t seen by the customers, is if you build an app version of your website, at the very least a customer will need to find that app and download it. If you were selling online for instance, where most decisions are being made impulsively, there is high risk that in those two steps you could lose a sale. To support this, I recently read a review of the Magento Mobile version where it was reported that 66% of people surveyed would rather have a browser version than go to all the trouble to download an app.
Lastly, adaptive/responsive, though not a new idea, has re-birthed itself better. For a long time it has been possible to code a site to scale to different browser widths. Now it is just easier. The old process was significantly more labor intensive, requiring several little calculations. In contrast, the new process works using percentages, eliminating the tedious work, making this a viable and good option. In our opinion, the adaptive technology couldn’t have come at a better time. However, there is a sort of a catch. If a person has already coded their website, the entire site would have to be recoded to accommodate the adaptive/responsive functions. So, to put it simply, this is something that should be decided upfront and planned, designed, and coded that way from the start. Otherwise, you might be best off with options one or two as an add-on to a current site.
In summary, we feel increasingly more convinced that the growth on the new devices cannot be ignored, and we are primarily recommending the adaptive/responsive approach when making a choice between the three options. If you are interested in learning more or want us to plan out your next project, let us know. We’d be interested in helping you accommodate your customers who may be seeking your products or services through other devices beyond the traditional browser.
Which version of a mobile website have you tried? Sound off in the comments below.