I'd argue that a this task can be taken up by the mobile browser itself: i.e., to offer to install a shortcut icon that'll launch the page within an app container/sandbox. The common resistance to using website directly--and thus the preference to use the app, other than for performance reasons--stems from the inconvenience of typing and navigating on a small screen. If the browser helpfully offers to bypass that step (you've to do that at most once), a large number of apps would suddenly lose their pull.