Newfound success and growth for developers
Microsoft spin-off Zumobi has been focused on the concept of branded applications on phones since day one, says John SanGiovanni, the company's co-founder and vice president of product design. In particular, he notes, Zumobi has fielded a growing number of requests regarding iPhone app development.
"As you can imagine, we're really leaning into the iPhone opportunity," he says. "All of our applications have some kind of an advertising or marketing tie-in."
An application typically takes four to six weeks to develop, and then Zumobi can help clients who choose to monetize the application by tapping into its relationships with ad agencies.
As for the REI Snow Report application that Zumobi helped create, he said there's a balance brands have to strike when it comes to utility and brand marketing. "We really try to encourage our brands not to do an app as an ad," he says. "Like great, now I can watch your commercials on YouTube."
In the case of REI, the company wanted to create more brand loyalty and attention in the winter months, says SanGiovanni. That's what led to the snow report. "The reason why it's free is that REI is paying us per user," he notes, adding that it's a pure marketing spend for REI.
