If you are working on bringing out a new app, mobile game, or computer program, your first question is where you are planning on deploying it. In the development stage, it is essential that you have a solid idea of where you first plan to release your digital product. Although there are other options, this question essentially boils down to a binary choice; mobile or desktop.
Alternatively, you could release a product that is suitable for both platforms. However, this does require a lot of additional work and might not actually be the most appropriate or practical approach for your business. If you’re wondering whether such ‘cross-platform’ development for your digital product is right for you, we’re here to help you figure it out.
When to Stick to Just One (Native Development)
With native development, you are typically just creating a product that is intended for use on smartphones. That is why your first step should be to consider carefully how you intend your product to be used and whether or not desktop compatibility is really necessary.
For some brands, the answer is obvious. Let’s start with an example of one of the most widely-used native apps in the world – the ride-sharing platform Uber. This is a product that people will almost exclusively use on the go. Therefore it does not make a lot of sense to make it available on desktop or to invest the resources in making this happen.
In the world of entertainment, there are also some examples that can illustrate when the native approach is best. Let’s take the example of Pokémon Go!, the online game that uses AR technology to allow users to hunt for Pokémon in real life. This is a product that has zero applicability in a cross-platform context.
Native development has the benefit of being less time-consuming, as well as offering easier support since the full range of support tools you would ever need is available on the platform you are using.
When the Cross-Platform Approach is Better
Of course, for some digital products, it is much more logical from a business perspective to launch cross-platform on both mobile and desktop. One immediate benefit of this approach is that you can maximize the reach of your product since you are not constraining access to any one particular type of user.
To help illustrate when cross-platform development is more applicable, let’s look at some successful examples. There’s the organizational app EverNote, which has a flawless cross-sync capability to allow users to seamlessly jump between mobile and desktop with their files and to-do lists.
Likewise, the entertainment space has some good examples of when the cross-platform approach can pay off. In the online gaming sphere, smash-hit titles such as Fortnite and Runescape have perfected the art of cross-platform play. Both games started off exclusively as desktop titles before expanding into the mobile app space and allowing players to jump between the two at will.
Another great example that involves launching your product on both desktop and mobile can be found in the online casino sector. The international Casino Online Betway allows users to wager on sports and play real money slots and table games via both desktop and smartphone. Users of the app can instantly jump to their desktop to pick up where they left off on a particular slot game without any disruption in the game.
Although such an approach requires greater investment, the benefits often outweigh this since you are able to engage a much wider audience, as Betway has done.
Cons of Native Development
Of course, developing an app or digital service exclusively for mobile does have its drawbacks. As a starting point, it is worth pointing out that app development is expensive, much more so than building a website.
When you already have a functioning web product and then wish to release an app, this process is easier because you are generally able to re-use code. Going app-only can be more challenging. In addition, by opting for a mobile-only release, you risk cutting off a significant chunk of your market, especially if you initially only release an app for either iOS or Android.
In addition, your product is more vulnerable to service outages or downtime since you do not have a desktop version for your users to fall back on. This can also be a problem if the app store you offer your product on is down since there is no other way for potential customers to download it.
Cons of the Cross-Platform Approach
That being said, there are also cons to pursuing the cross-platform approach. Chief among these is logistics. Building a functioning web product is not the same as building a mobile app. They are two separate processes that require separate sets of skills and expertise.
Meanwhile, while you are able to offer multiple options to users in case of downtime on one side, you also need to be able to provide greater support, and there are more variables that can go wrong. Cross-platform development is also generally more expensive overall since you are taking on the costs twice over.
In addition, if you later find that your audience overwhelmingly uses your product on just one platform, then you have wasted a lot of time and money on a redundant product.
In the digital age, it is important to consider the infrastructure you want to power your product. By weighing up the pros and cons carefully, you can choose an approach that works best for your product and for your end-users.