By Heather Clancy
October 19, 2015

If your organization thought it could get away with prioritizing either a mobile app or an optimized mobile Web site, it risks missing either a large potential swath of iPhone users or Google-search-cultivated Android visitors.

That’s the dilemma forced by the diverging mobile agendas of Apple and Google, outlined in a New York Times feature article published over the weekend. The focus of the story is on primarily how this affects the publishing business: The Atavist Magazine, dedicated to story-telling, recently shut down its mobile app in order to prioritize sharing mobile content. “Getting someone to download an app is way harder than targeting them and sending them stories through social media,” the magazine’s co-founder, Evan Ratliff, told the Times.

The same tension undoubtedly will force tough decisions for corporate mobile developers in months to come, especially for those focused on e-commerce or customer loyalty programs.

To be clear, Americans still spend more time using mobile apps than the mobile web—Goldman Sachs data suggests people spend 60% of their online time within apps versus on the mobile app. But Google is working hard to provide a convincing alternative, which could change those numbers dramatically over the next year.

Can you believe Apple Pay is one year old? To celebrate, banks are about to make the battle for your mobile wallet more interesting. Plus, it looks like Yahoo CEO Marissa Mayer is losing two more senior lieutenants. Are you reading today’s newsletter on the Fortune Web site? Sign up to receive the email edition. Have a terrific Monday!

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