Progressive Web App (PWA) and Native applications business usage – Tony Richards C

Applications can broadly be divided into broad groupings, web applications and native applications. Web applications are classified into two, traditional and single page apps (SPA). Web applications run on the browser. They are not customized for a particular screen or platform and adapt to fit any form factor. Native applications on the other hand are built keeping in mind a certain platform like apple, windows, android, etc.

A web app is lightweight and loads quickly. It also does not require submission in app store. The user does not have to download large files for it to work. The native app on the other hand requires download from an app store. Its performance is very high. This high performance gives a better user experience. A web app can also be searched and found through a search engine like Google. Hence discoverability of web apps is high. The challenge lies is getting the advantages of web app but with the user experience of native application. This is where progressive web apps (PWA) come into the picture.

Progressive web apps combine the advantages of web apps and native apps. It allows for the responsiveness of web app with the user experience of native applications. Selecting a development platform is critical for success of the PWA or Native app. For enterprise level app the following four factors are critical when selecting development platform:

Let us look at each of the factors briefly.

1.     Developer Experience (during design):

The developer experience should be unique and hassle free. The developers should have a easy to use interface. Drag and drop interface is preferable. The developers do not need extensive IT knowledge to start developing when compared to traditional coding. Quick changes should be possible as users will be giving continuous feedback.

2.     Support for all Channels:

The platform must be capable of supporting multiple channels. The app once developed should automatically be capable of deployment in multiple channels.

3.     Modern App Architecture:

The architecture must be capable of supporting multiple channels. Multi experience development (MXDP) must be supported.

4.     Analytics and Adaptability:

Proper analysis of data being generated must be available. The platform must be capable of rapidly incorporating changes being incorporated based on end user feedback.

So enterprises must look at the four factors when selecting a suitable platform for their enterprise application development. They must also decide whether to select PWA or native. They may also require both. If enterprises need to grow their customer base PWA would be better. The users of PWA will have low commitment to the brand. Hence for new customers or potential customers wanting to explore the brand PWA would be a good choice. For experienced customers of the brand native app would be a better fit. This is because they have used the brand for some time and have some commitment and loyalty towards it. Hence for loyal users who want better user experience a native app is better. For enterprises with large customer base it is better to have both. PWA for new customers. Then as customers continue using the brand they will download and install the app. They can also be encouraged to use native app by using coupons, discounts, etc. This will lead to effective customer behavioral change.

Flipkart, managed this successfully in 2015. They launched Flipkart Lite which is a PWA. This increased the time people spent in the flipkart site three times when compared to the application. It also increased the conversion rate. Hence PWA is good for new users and encourages them to spend time exploring the application and brand.

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