1. technology and computing
2. software

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Responsive, hybrid, native: myths debunked & best practices shared
ILICCO ELIA | Head of Mobile, DigitasLBi
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
To debunk the myths we must:
Understand the platforms
Understand the continuum
Understand the effort involved
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Understanding the platforms
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Allows brands to benefit from
their investment in web
technology
Allows brands to benefit from the
web’s unsurpassed reach
Responsive, hybrid
or native app?
Allows brands to benefit from the
capabilities of the device itself
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @ilicco
Responsive Design
Allows brands to benefit from
the web’s unsurpassed reach
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @ilicco
Responsive designed websites
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Allows brands to benefit from the reach of
the web
Primarily used as a publishing medium
The layout may change but the content
rarely does
Content broadly remains the same no
matter what device you are using
Loosely defined as a “develop once, display
anywhere”
Mobile web site
Desktop web site
*From the UK only
Responsive design removes the ability to
cater for some mobile specific scenarios
Look into using R.E.S.S. to help make the
mobile experience remarkable
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Hybrid Apps
Allows brands to benefit from their
investment in web technology
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Hybrid Apps

Allows brands to benefit from their investment in web
technology

Take advantage of the the app ecosystem

Discovery (App store)
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Icon on the user’s screen
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Access to more device functionality
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Play nice with other apps
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Can be “completely hybrid” or incorporate “web views”
alongside native components

Can use some of the capabilities of the device out of the
box, plug-ins needed for others (= effort)

More suited to publishing content than interactive
experiences

New functionality released in OS updates will take time to
trickle down and be made available as plugins
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @ilicco
Native Apps
Allows brands to benefit from
the capabilities of the device itself
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Native Apps
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Allows brands to benefit from the
characteristics & features of the device
Can deliver a richer/deeper/more
integrated experience
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Plays nicer with other apps (deep linking)
Use additional phone functionality
(Bluetooth)
Push Notifications
Access to background Updates
Ability to develop custom
components and animations
Loosely defined as a “develop once per
platform”
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @ilicco
Understanding the continuum
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Understanding the Continuum
Increased use of device specific features
Increased Reach
Responsive
Pure Web
Some device features
like location
Hybrid
Web app allowing
pinned access on
home screen
Wrapped
web-app
App using OOTB
hybrid functions
Native
App using bespoke plugins
for new functionality
OOTB UI + access to
deep functionality
Native app using web views
for some functionality
Custom controls
purpose built for
speed & experience
The more you abstract features to a plugin or to the browser, the bigger the hit on performance & experience
Ability to use location services
Ability to use push notifications
Ability to use BT low energy
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @ilicco
Understanding the Continuum
Responsive
Pure Web
Some device features
like location
Hybrid
Web app allowing
pinned access on
home screen
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Wrapped
web-app
App using OOTB
hybrid functions
Native
App using bespoke plugins
for new functionality
Native app using web views
for some functionality
#AdobeSummit @ilicco
OOTB UI + access to
deep functionality
Custom controls
purpose built for
speed & experience
Understanding the effort
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Understanding the effort
Responsive
Perception
Hybrid Apps
Reality
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Perception
Native Apps
Reality
#AdobeSummit @ilicco
Perception
Reality
Understanding the effort
Responsive
Hybrid Apps
Effort / Difficulty
Debate rages here
Native Apps
Complexity
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @ilicco
Summary
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All three methods have their place in building a comprehensive mobile solution
Make sure your backend services and APIs are solid, stable and up to the job
If you want to be a part of the Social Network you must have a mobile site
Developers on all three sides of the coin are religious about this stuff!
There comes a point when it may be too much effort or actually impossible to do what
you want to do with a responsive site or hybrid app, and native is the only way forward
New functionality in updated OSes will take time to trickle down to hybrid platforms
Analytics, ad servers, A/B testing suites all have their own benefits & drawbacks when
used in each scenario
Do not determine which route to take until you have a better understanding of your
requirements. Responsive, hybrid or native should not be the first question you ask!
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @ilicco
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @ilicco
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