Why is preserving the “native experience” important?

“Native experience” refers to the particular design choices, user interaction paradigms, and feature sets chosen by operating system developers to promote and enhance their respective platforms. It is these “native” features that end users care about.

Crucial factors in the use and adoption of mobile technology are these individual design decisions and interfaces chosen by operating system developers and embraced by users. For example, the native experience of the iPhone includes the Apple email app for communication, the Safari app for browsing, the iTunes app for media, and the ability to download a wide range of other apps to the device. If the user can’t use these features, they can’t take advantage of the full potential of the device and will generally be unhappy. There are mobile device management solutions that do not preserve the native experience because they create an artificial, closed environment on the device. Users are forced to use enterprise capabilities only within this closed environment — email, browsing, and apps are limited to what’s in this walled garden, detracting from the user experience.