Hybrid apps fill the gaps
Hybrid apps sit at the union of native and Web apps, so they inherit both the benefits and drawbacks of each. Overall, we find the hybrid approach attractive because developers can use the combined capabilities of web and native code, along with design techniques to reduce the gap between excellent user experiences and high development costs.

The biggest downside to a hybrid app is that it still must go through app store approval processes for any major updates. (Small content updates can be changed on the server without an approval cycle.) This slightly impedes the agility gained from a Web application, but it’s a minor price to pay for access to native performance capabilities.

Match mobile benefits to customers’ mobile moments
As organizations continue to partake in this development debate, it’s important to recognize that the decision is not black and white. Native, Web-based and hybrid approaches are all capable of being your best strategy, with the importance of user experience and investments available ultimately determining the appropriate solution.

Native apps were everywhere in the early server days, but Web apps took over in the PC era, largely because they were easier to install, maintain and secure. My colleagues and I think that history will slowly repeat itself in the mobile space, especially given that more than 50% of our 150 daily mobile moments are glanceable: a quick check of who messaged, who called, or what transaction was just completed. The transition will happen over the next five years, but could accelerate if developers feel compelled to write apps for more than just iOS and Android platforms. Will you be one of them?