Brands shouldn't be too preoccupied with mobile apps say O2

Mobile phone apps like those created for Apple iPhone might be the big story of the moment with some high profile successes like those from Carling, Stella and Tesco. However a leading figure in the UK telecoms industry has argued that brands shouldn't get preoccupied with apps and ought to consider a multitude of mobile marketing opportunities.

Speaking at the FT Digital Media and Broadcasting Conference, O2 Media MD Shaun Gregory warned that brands might be missing out on other mobile opportunities by simply jumping on the apps bandwagon.

"Brands need to work out how apps fit into their wider mobile marketing strategy but many want to launch one before considering the alternatives," said Gregory adding that he thought that traditional mobile messaging such as text was still the best channel for brands to reach users. According to Gartner Apple claimed 14.4%of the world smartphone market in 2009 though this is predicted to grow in 2010.

The latest iPhone app success belongs to restaurant booking service TopTable who today announced that its iPhone app had been downloaded over 100,000 since its launch two weeks ago.

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