(Episode 781: 12 minutes 45) Listen on iTunes.
The penetration of iPhones is nothing short of remarkable. It's provided a new way of engaging with consumers, by delivering apps that help people to interact with your business.
But with million of apps available, how do you stand out from the crowd? It's certainly not a case of build it and they'll come.
Frank Farrall leads the online practice at Deloitte. He has helped launch several apps lately, including one for Deloitte itself, plus Australia Post and Vote Victoria. His advice is to treat each launch as a multichannel experience, using traditional media and social networks.
The key is to ensure you do it all at once, so the various channels can feed off each other. The drip-feed approach doesn't work. So don't be cautious, go for a the big bang. That means, of course, you have to make sure your app works well and fires the imagination.