Mobile strategy of your business and for you brand is extremely important.
Mobile apps have more speed then mobile website
Mobile apps navigation has more user friendly then mobile website
Internet data connectivity required for mobile website and mobile apps can use offline also.
But you can't the same amount of info into an app that you can on a mobile website.
Mobile website viewable by anyone with a mobile browser, and apps viewable by individuals with the appropriate device.
Mobile website builds once and deeply for all devices, and apps for built for individual devices and operating system may require multiple apps.
Publishing mobile website user can immediate availability for website and apps requires download and install prior to use.