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: , , , ,

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: , , ,

Situational analysis of the Mobile environment

 analysis, app market, graduation, mobile, Web version thesis  No Responses »
Sep 302011

This situational analysis aims to give an insight in what the current situation of apps usage is and what the future impact will be of apps. First an overview is given of the growth that is expected for the Smartphone market, since this is the largest app platform. In addition to Smartphones there are other devices that make use of these apps. The most upcoming platform for these is Tablets, but there are more devices that are becoming app based. The second part of the situational analysis will take a closer look at the apps itself and a definition will be given on what consumers expect from apps and in particular branded apps. Please note that this market is changing at a very high pace which makes it hard to quantify. Therefore information obtained today could be out of date the next week. This being said remind that is was written in the beginning of 2011 for my graduation assignment, which was published on June 2011. The information however should give a good insight in the possibilities of the mobile environment of these apps. Continue reading »

Posted by William at 14:28  Tagged with: , , , , ,

Graduation assignment: Rationale

 graduation, Web version thesis  No Responses »
Sep 282011

There is a shift going on in how advertising reaches consumers. Consumers are becoming more selective and gaining more control over what messages they receive. The evolving technology and constant availability of Internet access have been the key factors in this change. Internet access is now not only available on your computer, but all the time via your Smartphone. Smartphones and mobile Internet, in combination with social media like Twitter, Foursquare and Facebook, have changed consumer behavior in recent years as nicely explained in this video by Scholz & Friends. Consumers now starting to look at their (smart)phones as devices with a variety of different functions. Making phone calls is just one of them. As the Smartphone market matures it is set to become the most used computer platform in the world(Morgan Stanley), therefore it is quickly becoming a fixed requirement for a brand or company to be present on these mobile devices. The main problem at this moment is that there is no clear understanding of what the market expects from such branded apps.

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Posted by William at 14:17  Tagged with: , ,
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