Business essentials | Mobile apps
Anatomy of an
have revolutionised today's digital world. Since its unveiling by Apple's then-CEO Steve
With a few taps of the screen or clicks of a mouse, apps are revolutionising the software world and bringing a stream of targeted information to our fingertips.
BY RODERICK EIME I 10 George www.stgeorge.com.au/george
n early January this year, the American Dialect Society voted 'app' as the word of the year for 2010. 'App' is short for 'application', a piece of software that installs on a smartphone, tablet or
personal computer. Apps combine specific, discrete functionalities, from news feeds and calculators to social networking and messaging, in one convenient, branded package. Apps are typically used on a smartphone, tablet
or mobile device (like an iPhone, BlackBerry or iPad) and are usually downloaded directly onto the device. Designed to help users communicate, find information and perform specific tasks and functions (like booking tickets or making purchases) anytime, anywhere, apps
Jobs in early 2007, the iPhone has set the standard for connectivity and mobile functionality. Sharing a common operating system (iOS) and application environment with the iPod Touch and the iPad, the iPhone now features 3G cell-phone technology, wi-fi networking, Bluetooth, GPS, portable multimedia player and more. Other hardware and software makers have since
entered the fray, with Google's Android operating system leading the charge on devices from a number of makers, including Samsung, HTC and Amazon. Microsoft is also present with Windows Phone 7 running on a variety of hardware (see 'Weapon of choice' overleaf for more). Thanks to the rapid growth of mobile data
networks and the spread of location-based wi-fi, these connected devices enable users to perform previously unimaginable tasks at the tap of a few buttons. And hardware that once filled a whole room now fits into your pocket.
What are the advantages? Mobile apps present a great opportunity for brands and businesses. Once upon a time, consumers would turn to traditional forms of software such as web browsers, blogs, RSS feeds, media players and online stores, to access a range of specific brand- or business-
