Most of the major marketers already have a mobile device app or are working on getting one live soon. The marketers should think very seriously on why they want to launch an application on the mobile devices. Does it fit the overall strategy of the campaign, brand. How will they be able to maintain it?
Most of the successful applications like Fandango, Facebook, Chipotle, and Amazon have provided a medium for users to utilize the mobile web in their day to day life. For example: Fandango, Chipotle and Amazon have made e-commerce easy. They have literally provided transactions on users fingertips. This shows how mobile devices are helping drive mobile commerce or mobile retailing. Facebook, as most of you know has exploded in terms of the user base with the mobile technology – revolution in social networking.
One more important point to think about before launching an application is how the application will survive in this world of new applications launching every day. Like any other marketing program – the mobile application also needs to be kept upto date, refreshed with new features, content etc. If the user is going to go through the exact same experience multiple times, the chances of the user re-visiting the application are slim. Even if it is a mobile commerce application, the user feedback needs to be addressed in a very pro-active fashion.