Apple’s iPad: Building broader app strategies

David Balko, commercial director at Jigsaw, explains why using technology and creativity to deliver new, unique and engaging experiences to consumers is vital – because without the right strategy and content, apps are pointless…

Over the last eight weeks or so we have seen the usual land-grab as brands embark on building applications for the iPad. Two things occur to me regarding this; firstly, brands should be asking themselves, do I need an iPad app and if so what should it do? If it’s just a replication of the website, then optimise your website for all mobile devices. If you genuinely think you have a reason for an iPad app, great, then come and have a chat with an agency like mine.

Secondly, think about the wider strategy. I liken app builds to TV commercial production. Both take around 12 weeks to produce, both require specialist skills from many different organisations, and both are extremely public. People see them, talk to their mates about them and are increasingly vocal about them online. I think it was the great adman John Webster who said, when asked why he made such creative ads: “The public are nice enough to let me into their living rooms, so I should at least entertain them.”  I think apps are beginning to occupy a much more personal space. They live on our phones and in our pockets. Occupying that space should not be considered a right, it’s very much a privilege.

When developing an app for clients its worth remembering that people access WiFi at home, on the train, and via multiple devices – so it’s not just about the iPhone, we need to broaden our minds and the range of devices that we are targeting.  Additionally, time, location, and relevance will all play much more of a role, and it’s incumbent on us to work closely with clients to maximise their investment in these new technologies.

We’ve seen that many publishing houses are launching apps. I feel that the success of these apps will be dependent on how they interconnect audiences through the titles in their portfolio. Using single sign-on methods to cross-sell titles, bespoke apps and offers will enable publishers – particularly newspapers and magazines – to maximise revenue. We’re working on a number of projects in this area, as well as developing apps and strategies, to help publisher’s to strengthen their digital offerings.

All of this will be pointless however, if the content isn’t compelling. The iPad is a fantastic device, and in the last eight weeks we only just scratched the surface as to what we can achieve. We must use technology and creativity to deliver new, unique and engaging experiences to consumers.