Mobile Apps Hit Technology Sweet Spot

One in five U.S. mobile subscribers accesses the mobile Web each day, says a survey reported on fiercemobilecontent.com. And Gartner sees brands shifting their marketing budget to the mobile channel, and experimenting with cutting-edge apps.

“Developers who keep the end-user top of mind leverage experience and data to hone their products and maximize value,” says mobile app guru Keith Rabois, writing on mashable.com. It’s a mistake to just build an app around a brand, he says. Doing so “makes what should be a side goal your main objective.”

Savvy developers use apps to add value to existing product offerings. Some that have hit the sweet spot include:

• Wyse Technology, whose PocketCloud app allows smartphone users to access their PCs or Macs remotely from their phones or tablets. A recent survey showed over three-quarters of PocketCloud users use the app every week, and 21 percent use the app multiple times each day.
   
• DIRECTV offers a branded app that lets users set their DVRs with their BlackBerry, iPhone, Android or Palm Pilot. A separate app lets DIRECTV customers watch live streaming video of NFL games while on the run.
   
• Mobile business apps from salesforce.com and webex.com keep sales execs and managers connected to prospects, customers and the home office. Users can stay connected 24/7 or schedule, host or attend meetings right from their smartphone.
   

Gartner sums up the opportunity: “Technology and service providers that stay abreast of the latest developments can make their products stand out from the pack, enhance brand image and retain user loyalty.”