The three common approaches are to create HTML5 web apps, hybrid HTML5 apps (wrapping a HTML5 web app in a native client), or pure native mobile apps designed for the specific mobile operating system. Compared to HTML5 or hybrid HTML5 apps, native mobile applications provide better quality user experience, more responsive performance, and superior security on mobile devices across platforms, but traditionally at a higher cost.

When starting a mobile development project, many companies would opt to go for the faster, more cost-effective approach of HTML5 or hybrid. However, as mobile adoption and frequency of use continue to climb, they realize that strategy does not provide the best mobile experience and performance. Facebook and LinkedIn are just two of the largest software companies that switched to native mobile applications.