Types of value adding branded apps

 analysis, graduation, mobile, models, Web version thesis  No Responses »
Dec 212011

Before I start looking at what I think should have the focus now I want to look back at one last part of my thesis. In my thesis I defined a model to categorize ’branded’ apps. The reason that I did this was to create a bit of understanding that not every app is build for the same purpose.  Please that Branded apps are, in this article, seen as a new addition to brands communication strategies that will create more brand value by enhancing the brand experience. more on this in the rationale of my thesis.

Types of value adding apps

Mashable reviewed 13 branded apps which they deemed successful. In this review, three categories were defined: useful, entertaining and product enhancing. Mashable’s categorization was, for this article, analyzed, discussed and improved to create a more fitting definition. These definitions are far from perfect and more categories could be added. However, this is a suitable way to define the different types of branded apps currently available.

Useful apps offer a useful tool or source of information to make life more convenient. For example, all the apps referenced in the data collection section of this paper, would be considered useful apps.Entertaining apps offer a game-like experience (active) or provide content to read or watch (passive). For example, see the Audi A4 app.

Product-enhancing apps offer additional content to use alongside the product, thereby enhancing it. For example, see the Nike+ app.

Each category offers opportunities and should be considered in the process of creating an app strategy. The framework for how these apps can be successful will differ greatly. Entertaining apps would need an approach closely related to the development of gaming. Useful and product-enhancing apps are more similar in approach, with product-enhancing apps requiring a closer link to the product and its features.  Due to the fact that useful apps where the most logical decision for the client the thesis was written for an additional model was created for defining the quality in useful apps.

Posted by William at 18:37  Tagged with: , , , ,

Wake up and site analysis

 analysis, mobile apps, Random Curiosity  No Responses »
Dec 202011

Ok it’s time to begin waking up from my slumber. Its been amazing to see time fly with nothing on your back, but since I will be starting my new job in less than 2 weeks now I need to start focusing again. The total job description is until now undefined, but it will be at the IT-firm Capgemini as Consult and will have to do with new technological developments, ‘international’ business and  Marketing/advertising.

In these upcoming weeks I will spent some time on my blog going more into detail about some topics I found interesting or in the need for detailed analysis, explain the function of apps better, do some future platform forecasting and explain a bit better in a nutshell what my qualities are.

Even though I have not really written anything lately I have been busy doing:

  • Some looking into the potentials of Salesforce.com
  • Which now includes Radian6; a tool I needed ~8 months ago
  • Looked into how IT-outsourcing should  look in the future
  • Have fallen in love with Tumblr as a photo blog: altasia.tumblr.com/
  • Seen a discussion evolve that apps might not be the holy grail of 2011 that some people thought, but please keep believing it will be. Apps are here to stay.
  • How the topic seem to shift to Social enterprises and the importance of them. A topic which first got my attention with P2 for WordPress as a sulution in the further development of the intranet and later blow me away with social monitering in getsatisfaction, but now Chatter/Salesforce might get the claim trying to make the whole organisation social. Anyhow a topic in the need for further explanation and researched.
  • Android has started overrunning the smartphone market and has started to show up in more and more places which is starting to show the strength in this approach by Google. It’s always nice to see that this is happening, since I made already some analysis about this some time ago (link). This however could need an update.
  • The Q4 price drops in the tablet market(I’m starting to see 90 Euro tablets and Amazon just launched their first true tablet as well) has finally started to make it into an interesting market  after being in slumber for such a long time.
  • Realized that the field of in home centralized devices will become hot and happening within the next 2 years and probably the next big battlefield of the big tech companies Apple, Google, MS, Samsung, Sony etc.
  • Windows 8 could potentially be the change which MS needed to make to survive, does anyone have a clear road map of this development?
  • Could Instagram become the advertisers dream?

So that the lists up for now, please hit the jump to see some facts on my site performance over the past year.

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Posted by William at 14:40  Tagged with: ,

Marco Simoncelli Tribute

 Marco Simoncelli, MotoGP  No Responses »
Oct 242011

Yesterday Marco Simoncelli died during a crash in the second lap of the Malaysian GP in Sepang. As a long time follower of the MotoGP I am deeply moved by his fatal crash and with this post I want to show my respects to him. Simoncelli was a unique talent with an unseen aggressive driving style that forced you to the tip of your seat. He always pushed the battle on the track to the max, but also stayed his happy and flamboyant self after the finish line. It is charismatic persona’s like Simoncelli that made MotoGP into the great sport it is today. With his kind of talent and passion there should have have been so many more years. Unfortunately we will never see him on the starting grid again.

Passing away at just 24 years old is unfair, especially with such a bright future still a head of him.  My condolence go out to his family and the ones close to him.

Posted by William at 16:31  Tagged with: , , ,

The Experience economy related to apps

 analysis, app market, graduation, mobile apps, Theoretical background, Web version thesis  No Responses »
Oct 202011

the experience economy related to apps

In the following theoretical article I have tried to explain what is meant by the experience economy and how this can be related to apps. These theories are taken from the thesis I made on Branded apps. All further related articles and the actual thesis can be found at this part of my site.

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Posted by William at 19:00  Tagged with: , , ,

How to qualify brand value in apps

 analysis, app market, graduation, mobile apps, Theoretical background, Web version thesis  No Responses »
Oct 192011

In this post you will find a overview of relevant existing theories that could help to explain how branded apps create brand value and therefore enhance the consumers brand experience. This approach is lacking to include brand loyalty and the creation of advocacy. However the most important aspect, in my opinion, is that an app can become part of the consumers daily routine (for examples of good apps please see this link). These theories are taken from the thesis I made on Branded apps for Strawberryfrog. All further related articles and the actual thesis can be found at this part of my site.

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Posted by William at 16:28  Tagged with: , , ,
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