Agency exec tackles mobile site vs. app debate at Canadian event – Mobile Marketer – Advertising

Agency exec tackles mobile site vs. app debate at Canadian event – Mobile Marketer – Advertising.

Great stuff from Phil Barrett of Canada’s bStreet, who adovcates having both a mobile site AND a mobile app:

Five advantages to having an app
1. Allows brand to build a richer experience without affecting data speeds
2. App takes advantage of native phone features such as GPS, camera and voice
3. Features can work offline when consumer is not connected to mobile Web
4. Integrates with other services such as Facebook Connect
5. Can become an extension of brand attributes

Six advantages of having a mobile Web site
1. Mobile site can work on 100 percent of devices that have browsers
2. Experience can be optimized to highlight common denominator
3. Brands can publish when they want – no approval from manufacturer app store is necessary
4. IPhone and new BlackBerry, Palm and Android phones have same Safari open source app framework Web kit
5. Easier to drive to mobile Web versus drive to mobile apps from mobile advertising networks
6. Content from mobile Web is searchable and search-friendly

Ten tips for designing a mobile Web site
1. Define specific purpose for experiences
2. Make the most important information instantly findable
3. Ensure that there is relevance to users
4. Don’t try to create wired Web experience
5. Have intuitive navigation
6. Think about leverage location-based services and other social tools in overall experience
7. Avoid frames, Flash, heavy graphics and horizontal tool
8. Leverage free online tools to check for mobile readiness
9. Design for high common denominator
10. Optimize for creative excellence

From MobileMarketer.com.