Apps to Extend a Web Based Products Use
Another option companies can use is developing an app that is an extension of existing products or services. These types of apps typically provide a scaled down service of the main web-based app. They often lack all the features of the original app because the app is new or because the original web app is much more complex than an iPhone/iPad app can support. In the case of the recently released app from Fidelity Investments, they offer a lot of the functionality for traders but not all of it. Complex option trades are currently not available in the mobile app, but features that the majority of their audience needs are included. Other apps do not lend themselves well to the smaller iPhone screen. The iPad will eliminate this issue for a lot of these types of apps.
App 3wre > Lifestyle > Modcati
App 3wre > Lifestyle > Modcati
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- Figure 23.3 The Zippo app has seen more than three million downloads.
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Table 23.1 The Top 10 Most Popular Branded Apps for 2009 (Derived from Ad Age) | |
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App Name |
App Function |
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Zipcar |
Zipcar members can find and book a Zipcar, honk the horn, even lock and unlock the doors—all from their iPhone. |
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Starbucks Mobile Card |
Just enter your Starbucks Card number and your iPhone 'becomes' your Starbucks Card. |
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Pizza Hut |
Use your iPhone to order your favorite Pizza Hut pizza, pasta, and wings. |
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Nationwide Mobile |
The first iPhone car insurance app, Nationwide Mobile provides an Accident Toolkit that guides you through the steps to take after an accident. |
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AAMCO, iGUAAGE |
iGAAUGE provides a car's maintenance schedule, troubleshoots car issues, provides traffic updates, locates the nearest gas station, contacts roadside assistance, and connects users to the nearest AAMCO. |
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Kraft ¡Food Assistant iFood Assistant powered by Kraft brings simple food ideas, anytime and any-2.0 where you go. Provides more than 7,000 recipes. | |
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Sherwin-Williams ColorSnap |
Find a color you like; snap the photo and receive the matching Sherwin-Williams paint color and coordinating palette. |
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Barnes and Noble Bookstore |
Search millions of books, CDs, and DVDs with your iPhone. Find and reserve products in your local store. Browse recommendations, new releases, and read reviews. |
Table 23.1 The Top 10 Most Popular Branded Apps for 2009 (Derived from Ad Age)
App Name App Function
Chipotle Make your favorite Chipotle order, assign it to a store location of your choice, and securely pay for food right from your iPhone. Weber on the Grill Features 250 classic Weber recipes plus 40 recipes for rubs, marinades, and sauces.
Any company that offers computing on the web where users access their site for account information, placement of orders, or other online tasks will want to look carefully at extending their functionality to an iPhone/iPad app. It will become vital to provide these apps as more and more users move to mobile technology to accomplish their daily activities. Companies that fail to recognize this trend in mobile technology will find themselves behind the curve and could be at a disadvantage from a competitive standpoint.
Providing a mobile app to extend your web-based technology is also about customer service. Your customers will be pleased when you provide technology that meets their needs and makes their lives easier. Your app can help you retain customers who might move to another bank, broker, or tool because you don't have an iPhone/iPad app available. You can bet your competitors will tout their app as an advantage to their solution over yours.
Some of the most popular apps that help extend functionality are discussed in the next sections. These are just a few examples of some of the most popular apps. Each of these apps requires a user to already have a login and password for their existing accounts. The apps are of no value to someone who doesn't already use this company's products.
As you evaluate the following apps, look for how your product may benefit from an iPhone/iPad app. An app helps you extend access to your existing web-based tools. Your first version can provide just the essentials from your web-based app. Identify the key features that you believe must be in the iPhone/iPad app and determine if the cost of development is acceptable and the need is there for such an app. Be thinking about how your app can benefit customers and noncustomers alike.
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