Branding without wires
The scramble for mobile phones and smart phones are giving consumers wider options for browsing, communicating, online shopping, and a plethora of other tasks. As such, more and more companies are in turn scrambling to make their presence felt in all spheres of their consumers' experiences. No matter what, every company feels the need to be where their customers are -- so if they are on the web, the company is there, if they're on Facebook, they're there too. The same goes with email, SMS, mobile Apps and mobile websites. With the huge buzz around Apple's App Store, Android's Market, Nokia's Ovi Store and Blackberry's App World it seems that mobile applications have started taking over. However, many are still confused about the differences between mobile websites and mobile applications and how best to take advantage of the two. It could be said that there is not a great deal of difference between adding an app and bookmarking a site in a browser as the two experiences appear to be similar. However, the basic differences between the two is that mobile websites are websites created for browsing on mobile devices accessible through mobile browsers, if internet is available on the mobile. Whereas, mobile applications are programs designed to run on specific mobile devices like smartphones. No download or installation is required to access a mobile website; however, you cannot run an application without downloading and installing it first. The key difference between the two lies in the type and dynamism of the content. Mobile websites are created mainly to provide information to the user. Whereas a mobile application is much more fun, colorful and interactive. These little apps can do many things, from entertainment to communication to providing useful information (e.g. weather, financial, sports) and they provide a very powerful vehicle for brand communication. But as with the case of any new craze, it dies down soon too. An interesting research shows that less than 5% of downloaded apps continue to be used 20 days after being downloaded. Companies are now faced with the ultimate dilemma make a mobile website or a mobile application? Simply having your company website on the internet is not enough anymore. In Bangladesh, many companies have got their websites on mobile, understanding that people on the go find it much easier to access information or company websites on a handy mobile rather than a heftier laptop. But with increasing availability and use of smartphones and other similar products, companies could make use of the mobile applications' open arena too. Everyone wants more. Consumers are beginning to always expect to receive a more immersive experience from an application a big departure from simply clicking onto static website pages. The dynamism and interactivity of a web application is certainly more attractive. But which route would get more consumers to notice a company? It is true that in Bangladesh, still, a very small portion of mobile consumers own smartphones or other similar products that support mobile applications. However, within a few years, it is certain that the market will be full of these devices as prices reduce. Already, Nokia has got in its Ovi store applications using GPS, which makes it easy for users to locate various restaurants, shops and important tourist locations in Bangladesh. A Bangla Calendar application is also available. Companies could make their company presence more established in the minds of their consumers through creation of innovative applications that make users remember them. Mobile apps can often provide a very interactive and compelling user interface, because the response time can be much quicker than the mobile web. For brands, mobile applications are a very unique way to engage consumers and plunge them into a branded environment in which they will be more sensitive to the brand messages. A branded application is one which provides entertainment or a service, and also carries a brand message at the same time. It needs to be remembered that mobile applications have to be either useful or fun. Mobile users will be reluctant to use any application that is not perfectly targeted to their specific needs or to their desire for entertainment and mobile personalisation. The concept behind the application is the key. A good example of this would be the "Get In There Tools" from Lynx, or the F1 mobile game from PUMA. Each of these provides entertainment to the consumer, but also includes branding. When consumers play a great F1 java game on their mobile, and they see ads around the track, they are receiving a brand message while having fun. This is very valuable. Chanel has released a mobile application that lets consumers keep up to date with everything related to Chanel the fashion shows, store openings, art exhibits, etc. It lets a consumer that is very interested in fashion build a strong attachment to the brand. The Bangladeshi branded fashion houses can take inspiration from this. Fast food chains can build applications related to the kind of food they serve. Most helpful and useful would be banking applications. A successful App will have one or more features that draws the user back to the App on a regular basis, such as regularly updated news content or a reference function. The government could introduce it's own applications too through which people could be better updated about government policies and avail of certain services too, like filling application forms. Mobile web and app pose unique challenges not only in terms of development and implementation but also in terms of familiarity and risk (real and perceived) and general acceptance by its users. Whether creating a mobile website or an app, the size of the device requires even more creative ways to present information and also engage users. Thus, a good strategy is very important.
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