Mobile apps allow sophisticated user-interactions to be supported. They are able to access local resources such as camera, GPS, SMS, accelerometer, gyrometer, etc. more effectively. Similarly, they can handle complex calculations and formulas, using charts and making reports in a highly efficient manner.
Mobile apps that are designed to support hybrid mode would work with or without Internet connectivity. Local on-device database allows data to be stored. Data can be updated or submitted to a back-end server when connectivity becomes available.
Being constantly present on the mobile device on which the app is installed, it provides additional incentive for companies to use app for branding purposes.
Companies are beginning to realize the importance of mobile website as more and more of their potential customers now surf using mobile devices. The advancement of mobile browsers and more specifically, HTML5 and responsive website development frameworks such as JQuery Mobile, Sencha Touch, Cordova, Bootstrap, etc., allow mobile websites to take advantage of the capabilities of mobile devices for presentation and navigation.
Mobile websites have broader accessibility, compatibility and in general cost-effectiveness. Hence, for marketing or public communications, a mobile website is a practical first step in your mobile outreach strategy.