Mobile web or Mobile App ?
For many years, companies had to make a choice mostly based on technical limitations. Indeed, easy access to hardware-dependent features of the device was the main advantage of mobile Apps. With the plethora of development and bootstrapping kits that flourished in the past 2 year, the choice is essentially a marketing choice. This is, how to reach a maximum number of users and offer a consistent experience while reducing the acquisition cost and increasing the average revenue.
The isolation factor appears to be the lastest concerns of the major publishing companies. Read more: http://adexchanger.com/mobile/mwc-2016-future-apps-mobile-web-future-mobile-web-apps/