App stores are already full of 18 goodies that consumers want to download. In such a competitive environment, do consumer brand apps stand a chance? EDITORIAL This fortnight... Volume 3, Issue 2 very now and then technology creates the promise of magic and marketers fall for EDITOR Eit. Mobile apps are the latest in that line. Brand custodians think that they are not Sreekant Khandekar ‘with it’ unless they have an app out there – but to what purpose? PUBLISHER Prasanna Singh If a large brand puts out a mobile app as a matter of hygiene, that is fine. The thing DEPUTY EDITOR is, managers have high expectations of innumerable downloads. Believe me, that’s not Ashwini Gangal going to happen. SENIOR LAYOUT ARTIST Downloads in the lakhs or millions that marketers dream of are saved for only Vinay Dominic three kinds of apps: games, utilities (including some service brands such as ecommerce PRODUCTION EXECUTIVE Andrias Kisku or food retail) and news or information apps. Unless a brand can create some form ADVERTISING ENQUIRIES of credible entertainment, the app has little hope. A consumer has so many other Naveen Arora, (0120) 4077803, 4077866 interesting options. Noida Arunima Bhattacharya, (022) 40429702-5 App stores are already full of Marketers do both - underestimate the cost of creating an app and overestimate the 18 goodies that consumers want to Mumbai download. In such a competitive environment, do consumer brand benefit to be derived. The brand team looks at the cost of creating an app and assumes apps stand a chance?
[email protected] that that is where the spending will end.