Objectives of knowledge management

2 
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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