Food manufacturer creates iPhone app that gets traction

by SteveBayle on December 3, 2009

According to an article in Mass High Tech, Kraft Foods now is on version 2.0 of its iFood Assistant for iPhone and Blackberry.

Six months following the initial iFood download, 60% of users turn to the app regularly, Mr. Kaczmarek said. Those numbers are far higher than the industry average. According to apps analytics firm Pinch Media, only about 1% of apps download are used long-term. Prolonged engagement is particularly important for branded mobile applications because marketers are looking at apps as a way to foster customer relationships on an on-going basis and not as a quick sell.

The obvious question is, do consumers want manufacturer specific apps on their phones when they buy foods from dozens of producers? Seems unlikely. I predict the product and manufacturer smart phone apps will give way to platform apps that serve the consumer across all types of products.

Or do you think you want to load your phone up with an iFood, iElectronics, iHardware, iGardening, iBooks, iDVDs and even more category specific apps? And do you want an app from a manufacturer with their innate biases from or from an unbiased third party?

Seems similar to having a search engine for every topic you are interested in rather than using Google, or maybe even Bing or Yahoo.

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