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.
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.