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