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19. Mobile Application

What it is:

Any one of thousands of potential software applications that can be activated on a mobile device, such as an iPhone or a Blackberry. These downloadable tools allow users to turn their PDAs into handy devices that meet their very specific, idiosyncratic needs.

A cool tool for:

Engaging customers at the point of purchase
Deepening bonds with brand loyalists eager for the next new thing
Engaging for-profit and non-profit constituencies

Not so hot for:

Serving techno-phobic audiences
Markets with excessive concerns over privacy or ID-theft
Organizations that cannot commit to flawless execution - expectations run high for application performance

KRAFT IFOOD ASSISTANT

Kraft hits its customers where they live - and more importantly, where they shop - with a feature-rich application that delivers recipes, store locations, meal suggestions and more.

Some key mobile application statistics to keep on hand

>> 300 million (the equivalent of the entire US population) smart phones are shipped every quarter.

"A total of 332 million mobile phones were shipped during the quarter - a rise of 13% compared with the same period in 2006. " www.knowyourmobile.com/blog
"Handset vendors sold 304.7 million mobile phones globally in April-June, with strong demand in emerging markets lifting sales 11.8 per cent from a year earlier, Gartner said: www.itpro.co.uk

>> As of 9/09, 60,000 applications are available through Apple's iPhone apps store

Multiple sources track this, most notably: macdailynews.com

>> The average smart phone consumer spends $80 on apps

Study performed by Compete.com and picked up by www.blackberrycool.com

Stats and insights thanks to Eric Wholley of 4GoodMedia.

3 key play points:

Application must have a regular (daily or weekly) reason for use

Should have easy interfaces with social networks such as Facebook or Twitter

Include a survey function to gauge satisfaction and collect intelligence for the next release (iPhone Apps collect active user feedback and will make an impact on the number of downloads)

Bonus Links:

How Brand Apps Can Create a Successful Mobile App Strategy via AdAge

Chapter 18 - e-Learning Series

Chapter 20 - Online Game