Sizing up the battle between mobile apps and the mobile web

Most businesses understand that a mobile presence is vital, but the most effective channel for customer interaction isn't always so clear. Some rely on users navigating to their standard desktop website via a device's native search client. Others invest in special websites, optimized for mobile phones. Still others create specialized mobile apps. And some invest in a combination, which can be costly to maintain, especially for smaller companies. Thus, the question becomes: When is it vital to have a mobile-optimized site versus a native app? Does one result in a greater ROI? Can a brand remain competitive without investing in a mobile presence? Special Report