This got me thinking: Should efficient code management be the primary rationale when developing for the mobile Web or mobile apps?
IMHO, no. Judging from my conversations with vendors, agencies, and end users, manageable code bases are a solid goal when developing mobile strategy for digital customer experiences, but by no means the top priority (AKA “strategy first, execution second”). On the flip side, customer experience, customer intelligence, and digital marketing professionals are unlikely to put code considerations up front — or anywhere in the top 10, for that matter — and thus AD&D needs a voice when mobile strategy is discussed (AKA “iterative strategy should be based on execution feedback loops”).
I spoke with the “two birds with one stone” exec after the presentation and he clarified: If the use cases for the adaptive mobile site and a mobile app are largely the same, then it makes sense to leverage the hybrid app code base as your mobile website. OK, that makes sense now: The content and audience will be the same, and therefore repurposing the code base is a worthy effort.
My takeaway: A great deal of confusion persists around mobile — even when experts present to informed audiences. Forrester has been thinking about this question re: mobile development at length to help reduce the confusion: