The document provides an overview of mobile apps and discusses several case studies of branded apps. It discusses how Kraft's iFood Assistant app, which provides recipes and shopping lists, became very popular and drove people to Kraft products. It also discusses Betty Crocker's mobile app that allows users to search recipes, tag favorites, and email recipes to friends. Additionally, it covers GoodGuide's app, which allows users to search and view ratings for over 70,000 products while shopping to help consumers make informed choices.

2. mobile apps / index / p.02
INDEX /
MOBILE APPS
CHAPTERS
01 / pages 3-4 06 / pages 26-30
01 /
INTRODUCTION APP STORES
INTRO
02 /
02 / pages 5-6 07 / pages 31-34
TIPS 1
TIPS FOR BRANDS / PART 1 LANDSCAPE / DEVICES
03 /
by John Cecil-Wright
TIPS 2
08 / pages 35-36
04 /
CONSUMERS
LOOKING AHEAD
03 / pages 7-9
05 /
TIPS FOR BRANDS / PART 2
CASE STUDIES
09 / pages 37-38
by Alexander Fairfax
06 /
NUMBER CRUNCHING
APP STORES
04 / pages 10-14
07 /
10 / pages 39-40
LANDSCAPE / CONSUMERS
DEVICES
REFERENCES & LINKS
08 /
FUTURE
05 / pages 15-25
BRANDED APPS / CASE STUDIES 11 / page 42
09 /
STATS
CREDITS
10 /
REFERENCES
11 /
CREDITS

3. mobile apps / introduction / p.03
01 / pages 03 - 04
INTRODUCTION
Over the past 10 years, the mobile phone So – how to engage, without spamming? How to
CHAPTERS
sustain interaction without constant redevelopment?
has become the one gadget that nobody,
01 /
How to apply the creativity for which the advertising
from media mogul to suburban school kid,
INTRO
industry is so well known to location-based technolo-
can do without: the undisputed winner of the
02 /
gies and teeny tiny screens?
TIPS 1
‘battle of the bulge’, the race for the space in
your pocket. As trend researcher Sean Pillot
03 / Step forward the humble application, or app for
TIPS 2
short. Opt-in, flexible, and considerably better looking
de Chenecy once remarked, ‘No-one’s ever
than your average SMS, applications can fulfil all the
04 /
going to commit suicide because they left
CONSUMERS
requirements of a successful and engaging branded
home without their iPod.’
utility, carrying with them a disproportionate emotional
05 /
CASE STUDIES
clout. They can be useful. They can be relevant. They
can be entertaining. The best ones are all three. The
06 /
To date and to their credit, marketers have shown
other unexpected benefit of a branded app on a mo-
APP STORES
an almost preternatural reticence to get stuck in to
bile device is privacy for the user. Social networking
07 / mobile, perhaps noting that email as a marketing me-
sites such as Facebook have been labelled ‘an apps
DEVICES
dium is only just staggering to its feet after a series
graveyard’ due to the low rates of uptake amongst
of sucker punches dealt by spam marketers. This in
08 /
user communities. This has been attributed to several
FUTURE
addition to the fact that the advertising industry’s col-
factors, not least the way in which social networking
lective ego has been bolstered over the years by the
09 /
apps tend to be best experienced when tied to one’s
STATS
production of cinematic films for TV, artistically craft-
desktop computer, and a degree of embarrassment
ed print ads for glossy magazines, and latterly, flash-
10 /
from consumers in associating themselves so publicly
heavy microsites designed to enthral and bedazzle.
REFERENCES
with what is still, to all intents and purposes, advertis-
Small wonder, perhaps, that the charms of the mobile
11 /
ing. Mobile phones are not only portable, they’re per-
phone’s small screen size, restrictive price plans and
CREDITS
sonal – meaning that a useful branded app concealed
a preponderance of entry level handsets designed at
discreetly in the privacy of one’s pocket could prove
most for SMS marketing have taken a while to engage
more appealing.
our attention.
Following the debut of Apple’s iPhone, with its revo-
However, with 4.1bn handsets now in circulation
lutionary touchscreen interface™ (not actually a trade-
and countries such as China, Brazil and India appear-
mark, although it may as well be), sales of the device
ing to leapfrog the desktop stage of technological
swiftly claimed Apple a 11% share of the global smart-
evolution and head straight for the mobile web, the
phone market, dominated by Nokia at 40%. However,
potential for targeted, practical brand communica-
the iPhone’s creative, social and technological potential Illustration: Chellie Carroll /
tions via the cellular device seems assured.

4. mobile apps / introduction / p.04
STATS /
was only fully realised in March 2008 when Apple, a got off to a slow start due to the absence of compatible
company not normally known for encouraging post- handsets to rival the iPhone’s sleek design. However,
launch tinkering from their rabid and willing fan base, the steady introduction of Android-friendly models, a
broke with tradition by releasing a Software Devel- more ubiquitous open platform that promises to de-
opment Kit for the Apple App Store – the hub from liver content regardless of manufacturer, the fast take
CHAPTERS
• There are an estimated 30 million
which all iPhone compatible apps could be down- up of Android phones over the costlier iPhone in Asia,
01 /
combined iPhone and iPod touch
loaded. The explosion of user-generated content fa- and a backer with a track-record in the establishment
INTRO
users around the world
cilitated by the internet was no longer confined to the of successful online hubs could make this a surefire
02 /
winner. Meanwhile, Nokia’s Ovi – a content-sharing
production of ‘content’ such as video and music. The
TIPS 1
• The Apple App Store had more
App Store had expanded Apple’s development team service linking phones and the internet – is indicative
than 35,000 applications at the end
03 /
to include everyone with an interest in technology and of a larger move towards convergent services for the
TIPS 2 of April 2009
an idea. The store now numbers some 30,000 apps manufacturer at a troubled time in its 144-year history
04 / and passed its billionth download in April 2009. This (the company announced a 90% fall in profits for the • iPhone owners download an
CONSUMERS
is proving lucrative for independent developers and first quarter of 2009). average number of 37 apps in total
Apple alike, with iPhone apps only available through
05 /
to their devices, while G1 owners
CASE STUDIES
In this Contagious Special Report, we’ll be looking
iTunes. The man behind the iShoot game is reputed download an average of 40
at how the mechanisms work. Who’s taken the plunge.
to have netted $600,000 in the first month of avail-
06 /
Who’s succeeded, and who has failed. What benefits • Apple posted second quarter 2009
APP STORES
ability. As for Apple: with one billion downloads, of
there are for brands in engaging with this emerging profits of $1.21bn and $8.16bn in
which 30% are estimated to be paid-for at an average
07 /
space, and how to build an app worthy of consumer sales
price of 99 cents each – we’re talking revenues of
DEVICES
attention. We’ll provide an overview of the consumer
some $297m through the App Store, 30% of which is
08 /
• Nokia has 41% share of the smart
-
landscape and mobile usage before exploring some of
retained by Apple. And that’s not including the listing
FUTURE
phone market
the case studies we like best. We’ll look at the meteoric
fee charged to developers.
09 /
rise of Apple’s App Store and its foremost position in • The iPhone generates 33% of all
STATS
An oft-quoted statistic of unknown provenance yet this retail space, as well as the devices that are leading smartphone traffic worldwide
10 /
extreme credibility states that ‘98% of creative direc- the way. We’ll also take a longer-term view on where
REFERENCES
• 3G subscriptions rose 300% in the
tors have an iPhone. 1% of actual people have one’. apps are headed – from m-commerce and augmented
11 /
US in 2008
As with any new marketing medium, there are contro- reality to their potential to improve our health.
CREDITS
versies. At a time in which economic adversity sees
• Mobile internet penetration is at
The rise of the application represents a land grab
advertisers less willing to take risks, especially when
17% in the US, 16% in the UK,
for the hugely valuable real estate in all of our pockets.
they cannot be guaranteed scale, the benefits of un-
14% in Italy and 12% in France
Once we have an app for bar-hopping, recipe shop-
charted territories such as mobile applications are still
ping, or blood pressure monitoring, it’s going to take
somewhat hazy. Is the target audience large enough • India and China add an average of
an awful lot to have us switch. And if the internet has
to justify the technological investment? 10m and 8m mobile subscribers
proven that ‘pull marketing’ can engage and stimulate
per month, respectively
Thankfully, the arrival of several other big players in communities of loyal brand enthusiasts, mobile repre-
this space looks set to confirm the app as a medium sents a chance to apply those principles to more per-
worthy of investment. Google’s Android Market has sonal relationships between brands and consumers.

5. mobile apps / branded apps / case studies p.15
05 / pages 15-25
BRANDED APPS / CASE STUDIES
The burgeoning popularity of apps is providing a fertile
CHAPTERS
playing ground for advertisers. They are a new channel
01 /
for highly targeted, interactive content that resides on the
INTRO
one device that no one leaves home without. If done right,
02 /
TIPS 1
apps offer an opportunity to build an ongoing dialogue
with your customers and can potentially increase loyalty.
03 /
TIPS 2
04 /
CONSUMERS
But how to do it right? Given the huge numbers of available apps
(most of which are non-branded), and the ever-increasing compe-
05 /
CASE STUDIES tition for the valuable screen real estate, how can brands stand
out? Getting a top ranking in Apple’s App Store requires a lot of
06 /
downloads in a short space of time, according to a study by Pinch
APP STORES
Media. Six months ago, 10,000 downloads got you into the top
07 /
25; today it takes twice as many.
DEVICES
08 /
The key is to add value to your audience by providing a relevant
FUTURE
and targeted service or piece of entertainment that, ideally, creates
09 /
a viral effect. It’s about leveraging your content (and brand) to en-
STATS
hance your customers’ lives – whether through functionality or fun.
10 /
REFERENCES
In this section we take a look at some of the brands that we think
have been doing it well. We’ve divided the case studies into those
11 /
CREDITS
that are service-based, and those that have more of a social remit.
In this respect, we see in apps the convergence of marketing and
product development; marketing and entertainment; marketing and
information. And the brands that are getting it right are those that
are embracing these new roles.
Service-based apps /
Kraft / iFood Assistant
The world’s third-largest food and beverage company, Kraft entered
Kraft / iFood Assistant
the application fray towards the end of 2008 with the iFood Assis-

6. mobile apps / branded apps / case studies p.16
tant. The app quickly went to #2 in the Lifestyle cate- There’s a similar app available for Betty Crocker.
gory of the iPhone app store - impressive considering A mobile version of the world-famous Betty Crocker
there is a one-off 99-cent charge for downloading it - Cookbook, this iPhone app – which is free to down-
and in April 2009 remains in the top 100 paid applica- load – provides 4,000 recipes. As well as searching
tions. What’s more, it also features advertising which for specific dishes, you can type in ingredients of left-
CHAPTERS
users are clearly happy to sit through in exchange for overs in the fridge, and the app will return recipes to
01 /
the service which it provides. match. You can also tag favourite recipes and email
INTRO
them direct to friends via your phone’s email function.
02 /
The iFood Assistant furnishes consumers with tips,
TIPS 1
GoodGuide /
recipes and consequent shopping lists (obviously
03 / including Kraft products), aiming to make cooking Launched in September 2008, the idea behind inde-
TIPS 2 Betty Crocker /
quicker for those with less time on their hands, be it pendent ‘for benefit’ start-up GoodGuide’s website is
busy mums or professionals with hectic lifestyles. The
04 /
simple; an online database of products that are rated
CONSUMERS
7,000 recipes are broken down into various catego- on the basis of how healthy, environmentally friendly
ries including meal time, ingredients and preparation
05 / and ethical they are.
CASE STUDIES
time - there are even step-by-step instructional videos
covering techniques from chopping to seasoning. As well as the comprehensive web-based database,
06 /
APP STORES
GoodGuide extended the reach of the service by cre-
In order to access these recipes, users must first ating a free iPhone/iPod Touch app that consumers
07 /
log in, meaning that at any given time Kraft can see can use while out shopping.
DEVICES
how many people are going after what content - a
08 /
useful tool for gathering targeted information. The app lets you search and view information and
FUTURE
ratings for over 70,000 products, check the facts on
09 /
This is a real masterclass in branded utility from the product as well as its manufacturer, and browse
STATS
Kraft - proving that if you make something useful top rated products by category. Users can also cre-
10 / enough, consumers will be happy to not only be mar- ate, access and share shopping lists either online or
REFERENCES
keted to, but what’s more, pay for the privilege AND on the go.
exchange personal information. Of course, there is the
11 /
CREDITS
chance that users may embark on the recipes using With household budgets being squeezed by the
non-Kraft products. However by covering every detail economic slowdown, consumers are making more
from shopping lists to store locators, even specifying considered decisions about what they buy; price,
which aisle to buy the ingredients from, it literally be- while a factor, is not the only criterion by which these
comes more effort not to tow the line and buy Kraft. choices are made. GoodGuide provides vital reassur-
While Kraft won’t reveal financials or total number of ance to shoppers who simply want the facts about
downloads, the estimated revenues for the iFood As- what they are buying and this app is a neat piece of
sistant are in the seven figures. utility for those wanting to make the right choices
GoodGuide /
while out and about.

7. mobile apps / apps stores / p.26
06 / pages 26-30
APP STORES
Apple All-Time Top 20 Apps /
Downloads from the App Store on Apple’s iTunes site
CHAPTERS
reached a billion in April 2009, and the impact on Ap- All-Time Top Paid Apps All-Time Top Free Apps
01 /
ple’s revenues has been significant: app downloads
INTRO
Crash Bandicoot Nitro Facebook
along with strong iPhone sales contributed to the com-
02 /
Moto Chaser iPint
TIPS 1
pany’s $8bn revenues posted for its fiscal second quar-
Virtual Pool Google Earth
ter 2009, up almost 9% on the same quarter last year.
03 /
TIPS 2
Cro-Mag Rally PAC-MAN Lite
Flick Fishing Touch Hockey: FS5
04 /
CONSUMERS
At the same time, competition is heating up in the app store space
Koi Pond Labyrinth Lite Edition
as challenger brands aim to eat into Apple’s leading market posi-
05 /
MONOPOLY Here & Now Lightsaber Unleashed
CASE STUDIES tion. Notable launches into the consumer retail scene in the first half
Super Monkey Ball Tap Tap Revenge
of 2009 include BlackBerry (BlackBerry App World), Google (An-
06 /
droid Marketplace), Samsung (Mobile Applications store), Nokia
APP STORES
PocketGuitar Flashlight
(Ovi app store) and Microsoft (Windows Marketplace).
iCopter Shazam
07 /
DEVICES
Pocket God Backgrounds
‘Without a doubt other app stores can succeed,’ Alex Meisl, ceo
08 /
London Tube iBowl
of Sponge, told Mobile Entertainment in April 2009. ‘We shouldn’t
FUTURE
forget that while Apple has made great strides, its market share is Bejeweled 2 Crazy Penguin Catapult
09 /
still pretty low. What Apple has done is raise the profile of handset
Texas Hold’em Remote
STATS
apps by making the process seamless and intuitive. It can only en-
Real Football 2009 BubbleWrap
10 /
courage the others to work on their interfaces.’
REFERENCES
Blocked Audi A4 Driving Challenge
While it’s possible for these competitors to be successful with
11 /
Fieldrunners Darts
CREDITS
their retail offerings it’s important to keep in mind Apple’s unique
TETRIS eBay Mobile
advantages: its premium brand; a single device; and a mature con-
iShoot Last.fm
tent distribution platform through iTunes. Apple has also benefited
iFart Mobile Movies
from fixed-price data plans that encourage increased use of the
mobile internet. The competitive retail landscape is also likely to
create confusion for new consumers who may be unable to buy Source: Apple, iTunes, April 2009
from outlets that their devices don’t support. Advertisers wishing to
distribute their apps should assume that Apple will have the largest
audience reach for the foreseeable 12 months.

8. mobile apps / credits / p.42
CONTAGIOUS SPECIAL
11 / pages 42
CREDITS REPORTS /
CHAPTERS This report is part of an ongoing series of Special
Published by Contagious Communications Contagious Communications
Reports produced by Contagious.
45 Foubert’s Place
01 /
Editorial Director
INTRO London, W1F 7QH, UK
The series also includes reports on Branded
Paul Kemp-Robertson T: +44 (0) 20 7575 1981
02 /
Entertainment, Mobile Marketing, Goodvertising
www.contagiousmagazine.com
TIPS 1
and Branded Utility.
Editorial Consultant
03 /
Published in partnership with
Noah Koff
TIPS 2
For more information, call
Xtreme Information +44 (0) 20 7575 1886/1882
04 /
Series Editor T: +44 (0) 20 7575 1800 or vist www.contagiousmagazine.com/shop
CONSUMERS
Georgia Malden www.xtremeinformation.com
05 /
CASE STUDIES
Edited by Xtreme Information is the market leader in the
06 /
Lucy Aitken, Georgia Malden provision of media Intelligence and competitive
APP STORES
advertising monitoring from around the world.
07 /
Contributors Xtreme works with the majority of FTSE 100
DEVICES
John Cecil-Wright, Icom / www.icomgroup.net and Fortune 500 multinational companies, and
Alexander Fairfax, Jeanie Media / with every major advertising and media agency.
08 /
FUTURE Branded Entertainment /
www.jeaniemedia.com The company is backed by leading US media
investors, Veronis Suhler Stevenson.
09 /
STATS
Illustrations By www.vss.com
Am I Collective / www.amicollective.com
10 /
REFERENCES Chellie Carroll / www.chelliecarroll.co.uk
No parts of this publication may be reproduced, copied
11 / or transmitted in any form or by any means stored in any
Design information storage or retrieval system without the pub-
CREDITS
lisher’s written permission. Where source material has
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Goodvertising /
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Smita Mistry, Ellie Kilburn, Dean Dorat Published April 2009
Branded Utility /