Downloadable mobile client applications (including iPhone applications) do have a lot of advantages over mobile sites using the browser, particularly with respect to the user experience and possibilities that need control over the phone features. The most important advantages are:

Richer functionality because applications have access to:

- location determination (GPS, Cell-ID)
- address book
- video and audio player
- camera (for taking a picture)
- file system (for photo, video upload)
- bluetooth (for proximity services)
- sending and receiving SMS (for security, payments)
- NFC (for tickets, ID, access)
- persistent cash for offline use

Richer user experience:

- better performance (crispier)
- full use of the screen
- navigation with soft-keys/menu buttons
- interactive maps
- controls for animated views
- multitasking, e.g. for integrated chat

Richer brand presence:

- supports house style specifics like special font
- icon on the phone, not hidden in the browser
- presence in app stores

Applications need to be tailored for various device types. Service2Media has created the M2Active mobility platform, that contains many off-the-shelve service components that helps to create and maintain mobile applications for the most important device types in a managed service environment. This allows you to focus on your mobile strategy rather than technology.

Some devices are not suitable for applications, due to low memory size, small screen size and/or lack of Java support. For these legacy and low end devices we advise to support a mobile web version as well. Our M2Active platform facilitates both the application and browser model to ensure the best user experience on each device. If the applications is not supported on a device, the user will automatically receive the mobile web version of the service.