As we’ve already discussed, the mobile ecosystem is a large and deep pool. In fact, it probably isn’t a pool, but an ocean—a really, really big ocean. An ocean is a good metaphor to put the different types of mobile applications in context. You see, in order to traverse an ocean, you need a sturdy boat. Boats of course come in all sorts of shapes and sizes, each with their pros and cons. Some are fast and agile, but carry little cargo. Others are large and lumbering, but can carry tons of people or cargo.

Mobile applications aren’t that much different from boats in this seafaring example. You have a number of choices in what medium you use to address your goals, each with their own pros and cons. Some are quick to create but accessible to fewer users. Others address a larger market, but are far more complex and costly.

Alas, deciding what medium type (or types in some cases) to use gets only you halfway to your destination. You have to decide in what type of application context you want to present your content or information. In other words, what type of application is best suited to your problem or need? Should your app be focused on presenting information? If so, how concisely should you present it? Or is your app better suited to be an immersive experience? If yes, how immersive should it be, and is it a widget or a game? You might think it sounds silly to mention making a game, but for the mobile user, a game can be a great way to get your point across.

Although I’m a big proponent of looking at the mobile web first in the majority of cases, I find that each time I talk to a new company that wants to start with a mobile strategy, the company is simply confused about where to start. There isn’t an understanding of the differences between the mobile web and a downloadable application, not to mention the pros and cons of each. Even within the mobile community, you can’t tell the difference between a mobile web application and a mobile widget.

This chapter discusses the various types of mobile applications and defines each of these options. First, mobile options and their pros and cons are discussed. Those options are then discussed in an application context—how the application is presented to the user and how to leverage it effectively.