By Paul Skeldon

Progressive Web Apps (PWAs) are set to take off in a big way, and are an ideal solution for organisations wanting a better performance from their incumbent traditional apps, according to Will Morris, a digital strategy expert at Alchemy Digital

Following the lead of many big brands already getting in on the act, including the BBC, Twitter and eCommerce stores like Lancome, including a PWA in your digital strategy should be the next natural step, especially if your existing app isn’t performing well or you need to bear the cost. They’re also low risk investments and make the absolute best of your brand within a “smart” digital strategy. By taking the best functionality of native apps (those designed for a specific operating system that leverage device functionality to increase speed and performance) and enabling access via a browser and a URL, PWAs can solve real business challenges.

As a population we are suffering from ‘app fatigue’; MobiLens reported in September 2016 that each month, 51% of UK adults install zero apps on average. There are currently more than two million apps on the App Store and Google Play, rendering it extremely difficult to be ‘discovered’ by users. We all know which apps we love, and which ones we run our lives by, and PWAs make it much easier for consumers to engage with the brands and the apps they want. I believe that PWAs could be the death knell for the App Store, Google Play etc. This next disruption in web is set to open up the advantages of having your own app to everyone, and at the same time being better, faster and cheaper. PWAs are one of the most open innovations in recent years, enabling even small brands and businesses to take advantage.

Here are my top seven reasons why PWAs are the next disruptive thing in web:

  1. Build once, deploy everywhere: low cost

Apps have historically been out of reach financially for many companies. Not just because of the capex, but once all of the different types of operating system is factored in, as well as maintenance updates (and even the cost of people not using it because it doesn’t perform well) there would have to be a decent ROI. A template but isn’t going to function beautifully in line with your brand, and it simply won’t be scalable if you grow. PWAs…