Gone App H APP Y

Going back to the Boston Conference, FutureM ...panel members, consisting of representatives from start-ups and agencies (such as CampusLive, Mullen and Digitas ) were read the following statement by the the monitor...

" Most brands need a mobile app,"

Responses varied throughout the panel. Some argued- depends on the brand (like any other tactic when marketing). Some said, yes - if it's a brand that provides a utility or service. And some said - essential, when done accurately; giving the case and point of Gerber, the baby food company, and how they turned their app into a valuable tool providing new moms helpful hints/facts about pregnancy and nursing...

My stance? Well after getting my Transform fixed, (a less sophisticated Droid, but nevertheless a smartphone) I asked myself why I'm not using this phone to it's full potential? My everyday app use consisted, of course, Facebook, Twitter, Gmail, and sometimes I dabbled with Words with Friends. So, I added a couple apps (Ok, maybe more than a couple). During the past week while on vacation, I...

Checked my status of my flight/ checked in on my Southwest app, all before entering the airport

Transferred money from my savings to checkings with my Bank of America app before paying my over-priced bar tab

Wrote a blog post with my blogger app after visiting the Hollywood sign in LA

Confirmed requests on my LinkedIn app

Received a deal at a very nice restaurant in Newport Beach with my Groupon app

Directed my boyfriend to the John Wayne Airport with my Google Maps app (why he doesn't know how to get there after living there over a year? Beyond me).

Granted, a lot of those are for utility, and indeed were SO Helpful. I don't know why I wasted so much time waiting for the Internet to load before (wow that sounded spoiled). But seriously. The apps in that sense, have won me over. Now to think if brands that I'm head- over- heels for had apps ...

Say Khiara could open up an Alex and Ani app and get an automatic listing for whats new, deals, digital coupons, maybe a game to create your own pendant and have it created for her? Or if DSW, a shoe store, had an app that I could browse in seconds to find that shoe (the one you know exactly what it looks like in your mind and look everywhere till you find the one that fits the criteria ) and could order it, or find what location has it.

APPS give you what you're looking for. Faster, easier, and for free. Brands are on the verge of something entirely groundbreaking here, and it's with APPS.