December 14, 2010
The Cost-Benefit Analysis of Vanity Apps
This week, Mobithinking.com published a comprehensive look into what they’ve called the “false economy” created by the hype around vanity apps, their real-world benefit, and the actual ROI they provide given the highly specific and segmented audience (iPhone users only), limited downloads, and minimal use thereafter. For these same reasons, Placecast has chosen to focus on SMS for our location-based mobile programs with retailers, as the scope and scalability it provides are very worth the tradeoff for a less-sexy interface. When it comes to driving retail traffic and revenue, a focus on function over fashion is a driving force in reaching consumers.
Full article here: http://mobithinking.com/blog/vanity-apps
