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The table below outlines some specifics of each option:

 

Native Apps

Mobile Web

Audience Reach Smaller audience Much wider audience (anyone with a smartphone or feature phone) 

Development Skills

Specialized programming

Web design

Functional Capabilities

Tied to device

Tied to browser

Audience Strategy

Depth
(45M people – fragmented by OS)

Breadth
(250M people in USA alone)

Distribution Strategy

Push

Pull

Channel Control

Apple, Google, RIM, Wireless Carriers

PBS and stakeholders

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