There’s no silver bullet for getting content successfully onto three screens, no switch that can be thrown to make content fast and usable. On smartphones and now tablets, site owners are juggling some combination of Mobile site optimization, Web app and native app; except for those who are doing nothing at all, and effectively writing off what is soon to be online’s biggest audience.
Whatever the approach, any serious mobile strategy requires effort and investment. Native apps need to be developed separately for multiple platforms, at minimum iOS and Android, for both smartphone and tablet — that’s virtually four apps, for starters.
HTML5 Web apps theoretically simplify the development task, in as much as one app should function acceptably on multiple phones. But a big tweak is required for tablets, to take advantage of the format and deliver a native-like experience.
Still another approach is to build separate, mobile-optimized sites for smartphones and tablets, streamlined for fast loading and usability, but not offering the capability of offline viewing.