Apple now offers over a thousand applications in its App Store. Of that, about 90% cost less than $10, and about 20% are free. While 200 free applications is nothing to balk at, the number should be much greater. There are very few free, but branded applications offered through the App Store. Are marketers missing a big opportunity?
For years mobile advertising has been on the cusp of developing into a reliable marketing tool. Yet, nothing has materialized in a real, significant way. Rather than simply advertising on mobile applications, companies should pay developers to create simple, useful apps. Then put their logo on that application. iPint is one such example. I have a story for BusinessWeek today where I talk to the developers of iPint.
When flicking through the App Store I came upon the application iBeer. This rather popular application allows you to pretend you’ve got a beer in your phone. It costs $2.99. Three bucks for a novelty gag?On an intern’s salary, $3 for 30 seconds of entertainment makes no sense.
Luckily, Carling beer offers a free application that does the exact same thing and more. Their app, iPint, lets you guide a beer down a bar in to waiting hands. Using the accelerometer you steer the beer through an obstacle course that includes other beers, candles and potato chips. To slow down the beer there are Carling coasters on the bar. Once you get it into the hand, your prize is a watching the phone virtually fill with beer, which you can pretend to drink down, just like iBeer.
I want more applications like this.
For instance, I was looking for a decent spider solitaire game. The cheapest I could find was $3.99. The rest were $9.99. On principle alone, I’m not going to pay $10 for solitaire, a game I’ve grown accustomed to getting for free with my PC. Why wouldn’t a company like Burger King pay a small amount of money to a developer to make a solitaire application? They could put their logo in the background or on the top of the cards. And every time I sit on a bus or train playing my solitaire I start thinking about Burger King.
Some companies are working on developing free branded applications. Illusion Labs, the company behind iPint is developing two more games, and VML, a marketing company is developing four new applications on behalf of clients. While companies waited for the market to establish itself, they may have missed a chance.
When Smallware introduced a free solitaire application, it shot to the top of the downloaded list. Imagine if some corporation had been ahead of Smallware with a branded app? Not only would they get all the iPhone and iPod Touch users looking at their app, they’d get dolts like me writing about them.
It’s still early times for the App Store, but creating free simple apps directly sponsored by a single company seems to be a no-brainer.