iPhone Apps: When They Make Sense

So, with the unending buzz going on with the iPhone (3.0 update to be released and rumors of a possible deal with Verizon), it’s clear that the device will be around for some time, especially if it keeps getting upgraded. To be completely honest and transparent, I’d say about 75% of the team here at Whiteboard are Mac fans, devotees, admirers, and consumers, so we’re not going to argue the greatness of the iPhone. It’s proven. (Small joke, small joke)

What we have been noticing lately is either the delay or overly speedy adoption of the iPhone for brands. Depending on the brand and its culture, either of those scenarios can be a bad thing. First, let me say that I am impressed that Duke University has an iPhone app for its students to use. While I am not sure of the utility and functions of the app, the fact that a university has quickly adopted to the lifestyle of its students speaks volumes. Duke continues to make themselves relevant to their students, also known as the tuition payers (remember when they gave out those iPods to the freshman class a few years ago?).

Duke is the perfect example of when speed is a need. When your target audience is speedy and constantly evolving, it only makes sense for the brand to do the same. Staying ahead technologically is wise. If they can’t stay ahead, there’s no reason why the brand should not be in-step with technology though.iPhone apps, if executed correctly, can help users get more information at their fingertips or can make difficult, time-consuming processes a little easier or more acceptable since it can be done on-the-go (which means they can kill wait times, boredom, free time, etc. by interfacing with the brand).

In contrast to Duke, you have brands like Chipotle, though visionary, may have acted too soon in releasing an iPhone app that allowed users to place to-go orders on their phones. Though this idea will one day be common practice and standard for many restaurants (our prediction), there are too many obstacles that have to be worked out (ie tie-in to POS systems, credit card processing over the iPhone, etc.) before allowing this evolutionary idea to be built and be effective.

007 iPhone App

So, what are our thoughts on iPhone development for brands? First, iPhone development makes sense for some right away, for others in the foreseeable futures, and for others not so much. As stated, if your audience is there, you should be too. Please keep in mind that teens and twentysomethings are not the only audiences largely adopting the iPhone. Second, planning the functionality and user experience of the app should not be taken lightly. There are so many useless brand apps that provide no solution to a problem customers have when interfacing with the brand. These useless apps also provide no utility, or cool widgets, that would produce worthwhile word-of-mouth marketing. Thirdly, make sure everyone behind the brand knows about it and can speak intelligibly about it with customers. Even though it’s an odd point to make, chances are an employee will likely be asked or prompted to mention the iPhone app and will ruin the likelihood of adoption (or downloading) if they have no clue of what the app does, can’t do, or will do in the future. #AppFAIL