Out of curiosity, what are you proposing instead? I'm currently working in a small company (less than 4 full time employees). And while we can never support native apps for all the platforms I have been wondering what we would use instead of a web app?
The advantage of the web app is that it just works, without installation, so there's no friction there. I'd very much prefer a native app, but the overhead is quite high, no?
Depends on the app and how it's built. There are ways to architect native mobile apps that give a lot of flexibility, and there are even ways to build both the native and web apps that help with information architecture and UX consistency but you have to design them with that in mind.
The advantage of the web app is that it just works, without installation, so there's no friction there. I'd very much prefer a native app, but the overhead is quite high, no?