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Q. Many organisations now are looking at providing new mobile propositions. A 

key decision is whether to implement them as a mobile app or mobile site. How 

do you approach this platform decision?

Roberto Hortal:

 I start from the point of view of the user:

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Why would they use this proposition?

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Where would they use the proposition?

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How would they find it first time, and subsequently?

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Would they accept/appreciate the added engagement possibilities of an app (alerts, 

updates, a permanent place on the home screen)?

Some scenarios where I have used this approach in the past include:

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