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Why Apps why?
There is an App for everything. But does everything need to be "App-ed?" Over the past year, Apps have dominated the innovation conversation amongst many creative planners, branding/product managers and marketing professionals worldwide. We see Apps that range from the integrated ( sales -force mobile) to the redundant ones (paragon app anyone?). I can see the value proposition, hell i even preached about it for a good 12 months. The intrinsic value of getting one's service offering to reside as branded content in someone's phone is an amazing property to have. Now, in case you're wondering, i'm not jumping off the app bandwagon by any chance, i just think the wagon is currently filled with alot of lemons and very few winners. This boils down to 2 main fails, A lack of strategic understanding and too many assumptions. What's your favorite branded app? Keeping to a local context, do you even have any branded apps living in your iPhone/BB/Android powered handset? ( I've excluded Nokia as the Ovi store isn't p
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