Branded phone app goldrush fails to arrive

A Deloitte report has revealed that the gold rush for branded applications has failed to materialise despite a large number of branded applications being published to all smartphone platforms.

Based on apps published on the iPhone, Android and BlackBerry platforms by a range of large consumer brands, Deloitte said that less than 20 per cent of the applications examined had even been downloaded enough to consider in the firm’s survey.

"Brands view apps as a golden opportunity to communicate directly with consumers and in a more meaningful, long term manner. When brands get it right, the returns can be huge," said Deloitte media partner Howard Davies.

Deloitte didn’t appear in the slight bit interested in why consumers were turned off by branded applications but rather said that firms needed to look to advertising partners to deliver "personalised advertising" via location based services in order to "make the most from apps."

Apparently making a useful app that anyone would want to download wasn’t among the recommendations.