Tag Archives: mobile phone apps

Augmented Realty: The Birth of a New Medium to be Explored at the Illinois Technology Association’s Mobile Visionary Roundtable on December 16, 2009, at 8:30am

This event has taken place and Raimo’s riveting slide deck on Augmented Reality is available here: http://www.box.net/netherlands

On December 16, the Mobile Visionary Roundtable at the Illinois Technology Association (ITA) welcomes virtual guest speaker Raimo van der Klein presenting on Augmented Reality: The Birth of a Medium.

A foremost innovator of augmented reality, Raimo van der Klein is the CEO of Layar, the Netherlands-based company that created the world’s first mobile augmented reality browser.  Raimo will present on how to leverage this new medium to deliver relevant and context aware services to customers.

Check out this example of augmented reality technology by Layar:

Mobile is clearly a disruptive technology and affects nearly every industry. Presenters will address major global factors impacting the mobile industry and highlight success stories.

Following the insightful mobile industry presentation, attendees will split into themed mobile “20/20” breakout sessions, where they will enjoy networking opportunities and share best practices in mobile marketing, technology and application development.

In this roundtable, participants will:

• Learn more about one of the most discussed topics in marketing and media: Augmented Reality.
• Find out the best ways to use augmented reality.
• Understand why augmented reality is one of the most important channels to deliver relevant and context aware services to customers.

This event takes place in downtown Chicago on Wednesday, December 16, 2009, 8:30am-11:00am.
Register for the event here.

ITA roundtables are a benefit of ITA membership. Members of the general Illinois technology community are always welcome to check out any ITA roundtables free-of-charge. Roundtable events are held in downtown Chicago, across from the Sears Tower (now named the Willis Tower) at 200 S Wacker Dr, 15th Floor, Chicago, IL 60606.

Additional forthcoming Mobile Visionary roundtable mobile topics include:

• Mobile Marketing Plans
• Best Practices in Apps Development
• The Future of Mobile
• Business Enterprise Applications
• Mobile Monetization
• Global Considerations in Mobile
• Platform Comparisons (iPhone vs. Android vs. Pre, etc.)

If you have any questions or would like more information, please contact the Chairs:

Tim Cascio (262) 938-5543
tcascio[at]bader-rutter.com

Raymond J. Reinhardt (312) 924-1681
Raymond@Cuddlephish.com

About the speaker, Raimo van der Klein
Raimo is CEO at Layar, Co-Founder at SPRXmobile and Founder Mobile Monday, Amsterdam, Netherlands. Layar is the creator of the world’s first mobile Augmented Reality browser. Layar has recently been featured on NPR, Fast Company, CNN, TechCrunch and Mashable. As Partner and Co-founder of SPRXmobile, a strategic creative consultancy specializing in mobile, Raimo has served clients including T-Mobile, ING and Vodafone. Prior roles include marketing and purchasing for Maxeda, sales and marketing at Nokia and Innovation Manager at LPN specializing in the consumer market. Raimo writes for one of the leading marketing blogs in the Netherlands.

About The Mobile Visionary Roundtable
The Mobile Visionary Roundtable offers a forum for ITA members to engage in active networking and interactive, high-gain, topical discussions regarding mobile marketing and technology. The monthly Mobile Visionary Roundtables feature mobile expert guest speakers, including mobile strategists, marketers and developers from around the world.

About the Illinois Technology Association
The Illinois Technology Association (ITA) represents the interests of a diverse membership of more than 650 companies in Illinois that create, deploy and utilize information technology as a core part of their organization. By connecting members with industry peers and participants, providing the latest strategic information, market research and critical market insight and by promoting key thought leaders to raise visibility and gain a greater market awareness and presence, ITA is focused on building and developing the Illinois technology community through collaboration. Additional information is available at http://www.IllinoisTech.org

Click here for more insight on Augmented Reality.


Tim CascioTim Cascio is the author of the Mobile Marketing, Monetization and Methods blog, Co-Founder/Co-Chair of the Mobile Visionary Roundtable at the Illinois Technology Association and Sr. Digital Strategist at Bader Rutter & Associates, an award-winning integrated marketing services agency that specializes in advertising, public relations, brand asset management, relationship marketing and digital solutions. Tim is @timcascio on Twitter and can be reached in the United States at 262-938-5543.

Please reach out to me if there’s any way I can help you through my network or otherwise. Your comments below are welcome.

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Illinois Technology Association’s Mobile Visionary Roundtable Event to Explore How We Can Apply What Already Works in Japan in Our Mobile Market. Meets November 18, 2009 at 8:30am.

This event has taken place and Christopher’s awe-inspiring slide deck is available here: http://www.box.net/japan

The Mobile Visionary Roundtable at the Illinois Technology Association (ITA) welcomes virtual guest speaker, Christopher Billich. Christopher is the Senior Vice President of Research & Strategy at Infinita, Tokyo, Japan. Chris speaks often throughout the world on mobile innovation. He will review the trends he is seeing as a widely respected mobile industry thought leader and researcher. Chris will be answering the question, “How can we apply what already works in Japan in our mobile market?”

Japan has 100 million users of advanced third-generation smartphones, twice the number used in the United States. Japan’s at the forefront of mobile thought leadership ranging from mobile wallets to mobile TV with built-in shopping. New technologies, devices and services are being developed to further empower our mobile lives. Chris will share his views on where this exciting new market is headed.

Insightful mobile industry education will be followed by themed mobile “20/20″ breakout sessions and networking to share best practices in mobile marketing, technology and application development.

In this roundtable, participants will:

  • Understand why 9 in 10 Japanese use the Mobile Internet
  • See how mobile phones are being used as digital wallets, TVs, health
    monitoring devices – and how they can even help to keep your shoes dry
  • Discover how operators, handset manufacturers and content providers
    cooperate to create value
  • Learn how mobile advertising became a 1 billion dollar industry
  • Find out which players are pushing the boundaries of the medium
  • Understand what lessons all of this holds for other markets

This event takes place in downtown Chicago on Wednesday, November 18, 2009, 8:30am-11:00am. Register for the event here.

New members are always welcome to attend free-of-charge and ITA roundtables are available to the general Chicagoland business community. Roundtable events are held in downtown Chicago, across from the Sears Tower (now named the Willis Tower) at 200 S Wacker Dr, 15th Floor, Chicago, IL 60606.

Additional forthcoming Mobile Visionary roundtable mobile topics include:

  • Mobile Marketing Plans
  • Best Practices in Apps Development
  • The Future of Mobile
  • Business Enterprise Applications
  • Mobile Monetization
  • Global Considerations in Mobile
  • Platform Comparisons (iPhone vs. Android vs. Pre, etc.)

About the speaker, Christopher Billich
Christopher is the Senior Vice President of Research & Strategy at Infinita, Tokyo, Japan

Christopher’s research helps to answer the question, “How can we apply what already works in Japan in our mobile market?” Infinita works with clients across Europe, Asia and the US, including companies like Orange, Qualcomm, DoCoMo.com and IBM. Christopher’s perspective is one from a mobile mature market and his areas of focus include mobile commerce, mobile advertising and NFC contactless payments. Prior to joining Infinita, his assignments as a consultant included Vodafone D2 Germany, BenQ Mobile and Deutsche Telekom.

About The Mobile Visionary Roundtable
The Mobile Visionary Roundtable offers a forum for ITA members to engage in active networking and interactive, high-gain, topical discussions regarding mobile marketing and technology. The monthly Mobile Visionary Roundtables feature mobile expert guest speakers, including mobile strategists, marketers and developers from around the world.

If you have any questions or would like more information, please contact the Chairs:

Tim Cascio (262) 938-5543
tcascio[at]bader-rutter.com

Raymond J. Reinhardt (312) 924-1681
Raymond@Cuddlephish.com

About the Illinois Technology Association
The Illinois Technology Association (ITA) represents the interests of a diverse membership of more than 550 companies in Illinois that create, deploy and utilize information technology as a core part of their organization. By connecting members with industry peers and participants, providing the latest strategic information, market research and critical market insight and by promoting key thought leaders to raise visibility and gain a greater market awareness and presence, ITA is focused on building and developing the Illinois technology community through collaboration. Additional information is available at http://www.illinoistech.org


Tim CascioTim Cascio is the author of the Mobile Marketing, Monetization and Methods blog, Co-Founder/Co-Chair of the Mobile Visionary Roundtable at the Illinois Technology Association and Sr. Digital Strategist at Bader Rutter & Associates, an award-winning integrated marketing services agency that specializes in advertising, public relations, brand asset management, relationship marketing and digital solutions. Tim is @timcascio on Twitter and can be reached in the United States at 262-938-5543.

Please reach out to me if there’s any way I can help you through my network or otherwise. Your comments below are welcome.

Augmented Reality and Mobile: Let the Fun Begin

Augmented realty supplements what you see in real life with animation, data and other digital information. Sensors and actuators that leverage GPS technology and video on mobile devices can create some stunning applications.

By viewing through the display of your video/GPS enabled phone, insightful information about people, places and things that surround you can be revealed.

Check out this excellent example of augmented reality technology by Layar:

Layar’s augmented reality example demonstrates how real estate listings in the Amsterdam area can be viewed and further filtered to show only those that interest the user. Additionally, properties at a distance and out of line-of-sight are indicated and can be brought to the foreground.

Layar is venturing into the 3D space as well with their Layer 3D; a public launch planned for November 2009.

The folks at HitLab, located in New Zealand, are doing some groundbreaking research in augmented reality for commercial applications, including advertising. When the phone’s camera encounters a special symbol or shape in a newspaper ad, for example, it displays a custom 3D image that changes perspective as you move about.

HitLab’s Augmented Reality in Advertising Example:

Another related use brings to life athletes on trading cards. Topps has a good head start with their offering (not yet available on mobile).

AcrossAir has an iPhone App that helps you find the nearest Tube stations in London. Check it out:

Bionic Eye was released September 22, 2009, and Mashable did a nice writeup on their app.

Geolocation or geotagging of digital assets will generate even more possibilities and interest in augmented reality. Content such as videos, photos, podcasts, and news stories can be tagged with latitude, longitude and altitude location data. Geotagging of photos is an automated service offered by Eye-Fi. And, you can use your existing digital camera and Eye-Fi’s wireless SD card.

Practical uses of augmented reality range from surgical procedures (using augmented reality headsets) to a new category of gaming called pervasive gaming. Terrific ideas are emerging from nearly every industry.

What does the future hold? I expect augmented reality to eventually include convenient, fashionable eyewear that communicates with your mobile device, leaving you hands-free to enjoy the experience to a greater extent. Taking a photo snapshot to recognize a person, place or thing (an attractive flower, for example) will provide access to more information and/or where products are sold. Pasi Niemi drew my attention to what Nokia’s developing in this regard – click here. (Thanks, Pasi!) Imagine the prospects as content mashups begin to include Amazon, Flickr, Facebook, Twitter, LinkedIn, CraigsList, Yelp, Wikipedia and localized search.


Tim CascioTim Cascio is the author of the Mobile Marketing, Monetization and Methods blog, Co-Founder/Co-Chair of the Mobile Visionary Roundtable at the Illinois Technology Association and Sr. Digital Strategist at Bader Rutter & Associates, an award-winning integrated marketing services agency that specializes in advertising, public relations, brand asset management, relationship marketing and digital solutions. Tim is @timcascio on Twitter and can be reached in the United States at 262-938-5543.

Please reach out to me if there’s any way I can help you through my network or otherwise. Your comments below are welcome.

Illinois Technology Association’s Mobile Visionary Roundtable Event Explores the Future of Converged Mobile Devices. Meets October 21, 2009 at 8:30am.

This event has taken place and Mark’s brilliant insights are available here: http://www.box.net/taiwan

The Mobile Visionary Roundtable at the Illinois Technology Association (ITA) welcomes virtual guest speaker, Mark Hirsch, Chief Marketing Officer at Inventec Corporation. Mark will be presenting on “The Future of Converged Mobile Devices.” From smartphones to smartbooks, there are new technologies, devices and services being developed to further empower our mobile lives.  Mark will review the trends he is seeing as a hardware original design manufacturer and share his views on where this exciting new market is headed.

Insightful mobile industry education will be followed by themed mobile “20/20” breakout sessions and networking to share best practices in mobile marketing, technology and application development.

This event takes place in downtown Chicago on Wednesday, October 21, 2009, 8:30am-11:00am. Register for the event here.

New members are always welcome to attend free-of-charge and ITA roundtables are available to the general Chicagoland business community. Roundtable events are held in downtown Chicago, across from the Sears Tower (now named the Willis Tower) at 200 S Wacker Dr, 15th Floor, Chicago, IL 60606.

Additional forthcoming Mobile Visionary roundtable mobile topics include:

  • Mobile Marketing Plans
  • Best Practices in Apps Development
  • The Future of Mobile
  • Business Enterprise Applications
  • Mobile Monetization
  • Global Considerations in Mobile
  • Platform Comparisons (iPhone vs. Android vs. Pre, etc.)

About the Speaker, Mark Hirsch
Mark is the Chief Marketing Officer at Inventec Corporation, Taipei, Taiwan. He’s responsible for new product planning, marketing and strategy for Inventec, a global public company with over 25,000 employees and $10B USD in revenue in 2008. Inventec specializes in the design and manufacturing of high-tech products such as consumer mobile devices, consumer electronic devices, wireless solutions, notebooks, enterprise servers, storage products and network applications. Inventec develops new types of mobile products on behalf of several of the world’s best-known brand names. Mark, a Chicago native, enjoys social networking for passing on goodwill and intellectual stimulation. You can find him on LinkedIn, Twitter, FriendFeed, Facebook and Blip.FM.

About The Mobile Visionary Roundtable
The Mobile Visionary Roundtable offers a forum for ITA members to engage in active networking and interactive, high-gain, topical discussions regarding mobile marketing and technology. The monthly Mobile Visionary Roundtables feature mobile expert guest speakers, including mobile strategists, marketers and developers from around the world.

If you have any questions or would like more information, please contact the Chairs:

Tim Cascio (262) 938-5543
tcascio[at]bader-rutter.com

Raymond J. Reinhardt (312) 924-1681
Raymond@Cuddlephish.com

About the Illinois Technology Association
The Illinois Technology Association (ITA) represents the interests of a diverse membership of more than 550 companies in Illinois that create, deploy and utilize information technology as a core part of their organization. By connecting members with industry peers and participants, providing the latest strategic information, market research and critical market insight and by promoting key thought leaders to raise visibility and gain a greater market awareness and presence, ITA is focused on building and developing the Illinois technology community through collaboration. Additional information is available at http://www.illinoistech.org


Tim CascioTim Cascio is the author of the Mobile Marketing, Monetization and Methods blog, Co-Founder/Co-Chair of the Mobile Visionary Roundtable at the Illinois Technology Association and Sr. Digital Strategist at Bader Rutter & Associates, an award-winning integrated marketing services agency that specializes in advertising, public relations, brand asset management, relationship marketing and digital solutions. Tim is @timcascio on Twitter and can be reached in the United States at 262-938-5543.

Please reach out to me if there’s any way I can help you through my network or otherwise. Your comments below are welcome.

Mobile Visionary Roundtable Launched. First event September 16th in Chicago at the Illinois Technology Association.

A new Mobile Visionary Roundtable has been founded at the Illinois Technology Association (ITA) by  Raymond Reinhardt, CEO, Cuddlephish and Tim Cascio, Managing Partner, GS Marketing Group. The Mobile Visionary Roundtable seeks to empower members with mobile industry insight, to provide a forum for sharing best practices and to promote networking and collaboration.

The Mobile Visionary Roundtable meets on the third Wednesday of every month at 8:30 a.m., at Illinois Technology Association located at 200 S Wacker Dr, 15th Floor, Chicago, IL 60606.

New members are always welcome to attend free-of-charge and ITA roundtables are available to the general Chicagoland business community.  Register for the event here. Roundtable events are held in downtown Chicago, across from the Sears Tower (now named the Willis Tower).

The first meeting takes place Wednesday, September 16, 2009, 8:30am, exploring a timely topic, “Where do I start when incorporating mobile strategy into my company?” Jeff Judge, Co-Founder, Interactive Mediums is the event speaker. Jeff will address major components within a mobile strategy, including assessment, monetization, marketing plans and commitment.

Mobile has emerged as an essential component in a company’s marketing and business enterprise strategy. The Mobile Visionary Roundtable offers a forum for ITA members to engage in active networking and interactive, high-gain, topical discussions regarding mobile marketing and technology. Monthly gatherings are focused on active networking and interactive high-gain topical discussions specific to mobile marketing and technology. The Mobile Visionary Roundtables will feature mobile expert guest speakers, including mobile strategists, marketers and developers from around the world.

Roundtable mobile topics:

  • Mobile Marketing Plans
  • Best Practices in Apps Development
  • The Future of Mobile
  • Business Enterprise Applications
  • Mobile Monetization
  • Global Considerations in Mobile
  • Platform Comparisons (iPhone vs. Android vs. Pre, etc.)

If you have any questions or would like more information please contact the Chairs:

Tim Cascio (262) 938-5543
tcascio[at]bader-rutter.com

Raymond J. Reinhardt (312) 924-1681
Raymond@Cuddlephish.com

About the Illinois Technology Association

The Illinois Technology Association (ITA) represents the interests of a diverse membership of more than 550 companies in Illinois that create, deploy and utilize information technology as a core part of their organization. By connecting members with industry peers and participants, providing the latest strategic information, market research and critical market insight and by promoting key thought leaders to raise visibility and gain a greater market awareness and presence, ITA is focused on building and developing the Illinois technology community through collaboration. Additional information is available at http://www.illinoistech.org


Tim CascioTim Cascio is the author of the Mobile Marketing, Monetization and Methods blog, Co-Founder/Co-Chair of the Mobile Visionary Roundtable at the Illinois Technology Association and Sr. Digital Strategist at Bader Rutter & Associates, an award-winning integrated marketing services agency that specializes in advertising, public relations, brand asset management, relationship marketing and digital solutions. Tim is @timcascio on Twitter and can be reached in the United States at 262-938-5543.

Please reach out to me if there’s any way I can help you through my network or otherwise. Your comments below are welcome.

How to Determine Which of Your iPhone App Ideas Has the Most Merit

Seems there’s no shortage of good ideas for iPhone mobile apps. So, which ideas are worth pursuit?

Mobile app ideas with the most potential, meet these following criteria:

  1. Provide the highest payoff
  2. Have the strongest competitive advantage
  3. Require the least amount of resources to develop and market successfully.

First Criterion: Select ideas with the highest payoff. For each person, this may be different. Some seek monetary rewards, other seek fulfillment and yet others seek recognition. And there are those that have charitable motives and want to give back to society and their community.

For clarity, this might require some soul searching and goal-setting, beginning with the end in mind:

  • Where are you today?
  • Where do you want to be?
  • How do you get there?

It’s a good idea to prioritize to determine what’s aligned best with your life’s goals, dreams and morals. Evaluate how you can best leverage your areas of expertise and interests. I’m a big believer in the notion that if you do what you love, the money will follow.

If you were to read one book on goal-setting, I recommend “The Success Principles” by Jack Canfield, author of Chicken Soup for the Soul. What I like about Jack’s book is he taps into the ideas of thought leaders in personal and business development such as Jim Collins, Anthony Robbins and Stephen Covey.

Second Criterion: Select ideas that have a strong competitive advantage.

Close evaluation of the competition is critical and often forgotten step. You can have strong development, design and great marketing, but overlooking the competition can prove fatal.

The iPhone App Store is an open book with over 65,000 apps. Use this to your advantage. Scour the store for apps that appear to compete with yours.

  • Download free and paid versions to kick the tires.
  • Focus first on those with the highest number of reviews.
  • Read the reviews to see what people like about the apps and what they don’t.
  • Pay close attention to the feature requests.
  • Read the application descriptions to see how your competition is positioning their app and consider how you should differentiate yourself.
  • Make comparison of pricing and feature sets offered by your competitors.
  • Once you’ve identified your short list of competing apps, search Google to see how those apps are being promoted outside of the App Store via YouTube, Twitter, forums, publicity and websites.
  • Create a competing apps spreadsheet or database to capture all of your competitor information in one place and update frequently over time.

Third Criterion: Select ideas that require the least amount of resources to develop and market successfully.

So, how can you determine resources required to market your application?

  • It really depends on target your audience. Your strategy is going to be quite different if you’re trying to reach musicians versus physicians.
  • For each app idea, construct an audience profile so that you can begin to think about how you’ll reach them.
  • How accessible are they?
    • Where do they gather?
    • How do they consume media? (frequent users of Twitter, Podcasts, Blogs, watch TV, read Newspapers, etc.)
    • What are their demographic and lifestyle characteristics? Can they afford an iPhone/iTouch? Are they afraid of technology?
    • What is their potential for growth?

Regarding the app itself and its market potential:

  • Does it lend itself to a family of apps that complement one another for the same audience (using the physicians example, you might offer a drug reference guide, continuing medical education and a medical transcription app)?
  • Can the app be templatized and re-skinned to reach additional market segments (if you create a continuing medical education app for physicians, could that be repurposed for K-12 teachers who need to earn continuing education credits? Or really anything that requires recertification)
  • Does your app idea have potential to be sold as an app module where you could earn licensing fees from companies who use it in their apps? Perhaps your app has a unique and sophisticated scoring and reporting function.
  • How well does the app fit into your current business model? Ideas that are complimentary to your business model allow you to leverage your current customer base.
  • Reach out to through all of your customer touchpoints. For example announce your new app within:
  • Your Email signatures
  • On Customer Receipts
  • In Newsletters/Email blasts
  • Packaging, shopping bags, wherever you and your customer come into contact.

Finally, does your app have Apple Featureability?

  • Apps featured on Apples iPhone commercials typically get anywhere from 3 to 6 seconds of air-time.
  • Can your app’s benefits be made apparent in 6 seconds or less?

Thinking in these terms helps you to arrive at the true differentiation and benefits of your app over all the rest.

To recap, choose iPhone app ideas that meet these criteria:

  1. Provide the highest payoff for you.
  2. Offer the greatest competitive advantage.
  3. Require the least amount of resources to develop and market successfully.

Tim CascioTim Cascio is the author of the Mobile Marketing, Monetization and Methods blog, Co-Founder/Co-Chair of the Mobile Visionary Roundtable at the Illinois Technology Association and Sr. Digital Strategist at Bader Rutter & Associates, an award-winning integrated marketing services agency that specializes in advertising, public relations, brand asset management, relationship marketing and digital solutions. Tim is @timcascio on Twitter and can be reached in the United States at 262-938-5543.

Please reach out to me if there’s any way I can help you through my network or otherwise. Your comments below are welcome.

Mobile Monetization: Is a Mobile App Right for Your Business?

Reflections on why mobile app growth is so explosive, how to benefit financially and what to consider before diving in.

“There’s an app for that!” is a catch phrase that has become familiar to us, thanks to the marketing geniuses behind Apple’s iPhone television commercials. By definition, an app is a mobile software application that is downloaded to a smartphone. Downloads to the smartphone don’t require a computer connection. Users can download on-the-go and within seconds have an app installed. The user can then launch the app with the click of a button or a tap on the screen.

What are the primary factors contributing to the explosive growth of mobile apps?

Increased smartphone capabilities. Built-in smartphone capabilities are empowering apps to perform an ever-increasing number of functions. Features include high definition video playback and VGA video capture, touch screen, gravity-sensitive accelerator, personal GPS navigation, portable multi-player gaming, mobile TV and radio streams, app commerce, push notifications and the ability to control other devices. For the first time, with the right combination of installed apps, mobile devices are a legitimate alternative to toting a laptop.

Reasonably priced smartphones and apps. The 8GB iPhone was initially priced at $599 in 2007. Today, an even more capable iPhone 3G is priced at $99. Verizon recently offered a BlackBerry buy-one-get-one-free promotion, including its touchscreen-endowed Storm. Apps, too, are either free or very affordable, typically ranging from $0.99 to $9.99.

An iPhone surrounded by application icons

Reach and monetization. Remember when you were a child and pondered, “What if I received just a dollar, but from a million people?” Mobile provides global reach. And Apple’s not the only game in town – Blackberry, Nokia, Android and Palm devices all have their own app stores, with Microsoft’s entry on its way. Besides the sale of an app itself, there are additional revenue generating opportunities. Proprietary content can be sold on a subscription basis, including magazines, movies and audiobooks. In-app advertising is becoming more prevalent. Retailers are already selling securely through mobile apps. The e-learning industry has subscription and certification options to monetize their investments. Gamers are selling additional access levels and digital content within their apps. Charitable organizations, including churches, will soon accept donations. Dating sites will likely up-charge for location-based, peer-to-peer matchmaking features. The revenue potential is wide open.

Creativity. There’s no shortage of creative minds at work today, looking to leverage existing investments in technology and proprietary content. The opportunity to create potentially revolutionary apps attracts innovators. The sheer number of downloads – over 1 billion for Apple alone – is proof positive that this marketing channel is viable and sustainable. A spot-on app requires a close examination of how best to serve target audiences with what matters to them, wherever they are.

Before creating an app ask yourself a few questions:

• What are our goals for developing an app?
• What device platforms are most familiar to our target audience(s)?
• What features must be included in version 1.0?
• How can we best leverage our investment in existing content and technology?
• What problem can mobile technology solve for our target audience(s)?
• Which apps available today compete with our idea and what is our plan to differentiate?
• Is our app buzz-worthy?

Keep in mind: mobile apps require their own marketing and product development strategy to ensure long-term success. Make plans to support your app through continued improvements and new features to maintain your competitive edge. Monitor your app’s review feedback and act upon insightful new feature requests to keep customers coming back and to lure new ones into the fold. Think about all your marketing efforts and customer touch points, and develop a plan to promote your app across each one.

Choosing the right developer for your app is essential to prevent unnecessary re-work. Your mobile strategy team should include experts in mobile application development and promotion.

Despite the phenomenal number of available apps, businesses still have a window of opportunity to establish themselves early within the mobile marketplace and to gain share. Websites were once seen as an obscure marketing tool but have now evolved into a marketing essential in assisting businesses to establish and maintain relationships with their target audiences. Once every ten years or so, a new marketing tool changes the way we do business. Where can mobile apps take your business?


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Tim CascioTim Cascio is the author of the Mobile Marketing, Monetization and Methods blog, Co-Founder/Co-Chair of the Mobile Visionary Roundtable at the Illinois Technology Association and Sr. Digital Strategist at Bader Rutter & Associates, an award-winning integrated marketing services agency that specializes in advertising, public relations, brand asset management, relationship marketing and digital solutions. Tim is @timcascio on Twitter and can be reached in the United States at 262-938-5543.

Please reach out to me if there’s any way I can help you through my network or otherwise. Your comments below are welcome.