May 11, 2009
Is An iPhone App Right For You?
How To Decide If A Mobile Application Should Be Part Of Your Brand's Road Map
with Nate Elliott, Michael Greene, Zach Hofer-Shall, Emily Bowen
Executive Summary (This is a document excerpt)
The size of the smartphone market — and the buzz surrounding Apple's iPhone App Store — has many interactive marketers considering whether they should deploy mobile applications. Early success by some brands might lead marketers to mistakenly conclude that it's a no-brainer. Before proceeding, interactive marketers should clearly weigh the advantages of driving brand affinity, customer engagement, and possible revenue versus costs in time and resources and the potential pitfalls of a poorly executed application.
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recommendations
| Forrester interviewed more than a dozen vendor and user companies including Apple, appssavvy, Bank of America, Cerado, Coca-Cola, Genex, Mobclix, Moderati, Nike, Razorfish, Research In Motion, and Zippo. Related Research Documents
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Mobile App Frenzy Deserves Brands' Attention, But A Sober Approach Is Advised 
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