According to Rowntree (2015) mobile apps provide scope for huge amounts of customisation and a service that is fully built around the mobile experience, giving deeper, more tailored engagement for mobile users. Some argue a mobile site will do the job just as well and cheaper too (more on this later) but Haselmayr (2014) argues that apps are not just for big businesses, more and more small to medium sized firms are following the mobile trend and understanding that an effective mobile strategy means more than just a mobile-friendly site.
via Mobile Apps – Do they really give you bang for your buck? | seh32’s blog.