The Objective Blog

Keep up with what we're thinking, reading, and doing.

The iPhone App Craze

April 1st, 2009 - by Brett Derricott - Salt Lake City, Utah

There’s a lot of hype around the iPhone right now. It’s an amazing device, for sure. Companies seem to be scrambling to put something, anything on the iPhone. Shoot, we’ve even been sucked into the hype, working on developing some apps so that we’re able to help our clients get in on the action.

We might all need to take a deep breath, however, and think before we spend. The average iPhone app costs $30,000 to develop. In a rational setting, the ROI on that spend should justify the cost. It seems, though, like there are a lot of companies wanting to create an iPhone app just for the sake of having one.

If you’ve been sucked in by the iPhone fervor, this article is a good gut check.

Here’s an excerpt:

For all the euphoria over the iPhone, Apple (NSDQ: AAPL) has sold only 17 million of the devices worldwide, a sliver of the overall market. Mark Lowenstein, a consultant at Mobile Ecosystem, recently said at a conference that a successful iPhone application is one that’s been downloaded by at least 20 percent of users—but that’s still only 1 percent of the global mobile population. Further caution came from Bango (AIM: BGO), an analytics company, which said that according to its data, the iPhone is the 24th most-popular handset for browsing and buying mobile content on the mobile web—and that companies are targeting it at the expense of the mass market.

iPhone OS 3.0 Allows Purchases Within Apps

March 25th, 2009 - by Brett Derricott - Salt Lake City, Utah

Apple’s announcement about June’s 3.0 release of the iPhone OS includes the revelation that iPhone developers will now be able to offer in-application purchases.

Read more at Mashable.

Verizon is Sharing Your Private Information

March 9th, 2009 - by Brett Derricott - Salt Lake City, Utah

If you’re a Verizon customer, you’ll want to read this. Verizon has automatically opted all customers into a new program which allows them to share your information with just about anyone they want. Apparently some customers are receiving a notice via mail but for some reason I did not and others haven’t received one either. Verizon is clearly hoping to keep this under the radar.

Read the rest of this entry »

The Mobile Web and Context

February 10th, 2009 - by Brett Derricott - Salt Lake City, Utah

I recently came across a blog post in which the author predicted the “end of the mobile web” due to the iPhone featuring Apple’s Safari web browser. Read the rest of this entry »

Excellent Mobile Marketing Example

February 10th, 2009 - by Brett Derricott - Salt Lake City, Utah

Guinness, sponsor of the Hong Kong Sevens rugby tournament, deployed a mobile app worth reading about. The app did more than just entertain, it was an invaluable tool for rugby fans attending the tournament.

Read more about the Guinness Passport to Greatness mobile marketing application.