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Do we build our own app and/or leverage existing apps? Creating an app is 

only one of the marketing options – advertising and sponsorship options may be 

a more  cost-  effective method to build reach and awareness of a brand. A good 

example of sponsorship fit is the Canon sponsorship of the excellent Guardian 

Eyewitness photography app. There are also options of new iAds from Apple and 

Google Adsense mobile display networks.

Table 3.4

Summary of mobile or wireless Internet access consumer proposition

Element of proposition Evaluation

No fixed location

The user is freed from the need to access via the desktop, making 

access possible when commuting, for example

 Location-  based  services Mobiles can be used to give geographically based services, e.g. an 

offer in a particular shopping centre. Future mobiles will have global 

positioning services integrated

Instant access/

convenience

The latest General Packet Radio Service (GPRS) and 3G services are 

always-on, avoiding the need for lengthy connection

Privacy

Mobiles are more private than desktop access, making them more 

suitable for social use or for certain activities such as an alert service 

when looking for a new job

Personalisation

As with PC access, personal information and services can be 

requested by the user, although these often need to be set up via PC 

access

Security

In the future, mobiles may become a form of wallet, but thefts of 

mobiles make this a source of concern

Mobile apps

A software application 

that is designed for use 

on a mobile phone, 

typically downloaded 

from an App store. iPhone 

apps are best known, 

but all smartphones 

support the use of apps 

which can provide 

users with information, 

entertainment or  location- 

 based services such as 

mapping.

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