For Interactive Marketing Professionals

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	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 by Neil Strother with Nate Elliott, Michael Greene, Zach Hofer-Shall, Emily Bowen

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Executive Summary

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.

TABLE OF CONTENTS

• Mobile App Frenzy Deserves Brands' Attention, But A Sober Approach Is Advised
• A Mobile App Can Provide Value In Different Ways
• How To Move Beyond The Hype To A Sensible App Strategy
• iPhone Gets All The Attention, But Don't Ignore Other Platforms
• Tools For Measuring App Usage And Success Are Still Emerging

RECOMMENDATIONS

• Focus On Users And New Platforms To Build A Successful Mobile App Strategy
• Supplemental Material
• Related Research Documents

This is an excerpt

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