Available through standard device marketplaces (iTunes store, Google Play store) which allow for paid applications or licensing fees that can supply the developer with a revenue stream
Allow for a richer user experience
User interface is designed for a single targeted operating system, allowing for familiar UI controls to be used
Can support offline usage (usable when there is no network connectivity)
Provide increased security options (data at rest and in transit can be encrypted)
Background processes can be leveraged to provide push notifications, monitor for specific events