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BizReport : Mobile Marketing : August 11, 2011

Mobile tools may make app process simpler

Two new releases in the mobile space may help brands engage with consumers at a more economical cost. Both toolsets are made up to create mobile applications for branded content, products and information; with more consumers connecting through mobile devices this kind of infrastructure will become more important for brands.

by Kristina Knight

More than 185 million US consumers are expected to be mobile by 2014 according to one forecast and over the last year mobile consumption has skyrocketed says a new Yahoo study. New data from Nexage finds their platform is now serving 8 billion mobile impressions per month (May-July 2011). With high growth rates it makes sense for marketers to become more mobile as well; offerings from EPiServer and iBuildApp may help.

First, from the UK-based EPiServer. Their new MobilePack hosts app templates and software so that brands can easily create mobile apps to extend their branded reach. The templates are created for nearly any kind of business so that informational, ecommerce and social community needs are met. The tools utilize HTML 5 so there shouldn't be issues between the different mobile browsers. More than half of UK consumers are smartphone owners according to data from Kantar.

"We've created MobilePack in the spirit of our open source community culture to solve a critical need," said Bob Egner, Vice President of Product Management and Global Marketing with EPiServer. "MobilePack is a solution that is easy to implement, puts power in the hands of marketers and editors and ties into the digital ecosystem that is already in place."

And from iBuildApp, templates making the development of Android and iPhone apps simpler. Their new templates include workings for Restaurants/Bars, Musicians, E-Book publishers and Small Businesses. Apps are hosted within iBuildApp's infrastructure and don't require high knowledge of coding. Currently the platform hosts more than 25,000 mobile apps.

"We are helping more small businesses reach new customers through mobile apps. We have seen 400% growth in the number of users in the last 3 months. Over 20,000 small business owners and consultants have built mobile apps in our site," said Rafail Soultanov, iBuildApp CEO.

Tags: app content, app development, appvertising, EPiServer, iBuildApp, mobile apps, mobile marketing, Nexage

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