13 Mobile Apps That Work: Augmenting
the Business model by Innovating Utility
mairna@marinamann.com
Marketing Strategy + Mobile
Consultant
Marina Mann
Attribution - This license lets you distribute, remix, tweak, and build upon my work, even commercially, as long as you credit as follows “Marina Mann http://marinamann.com”.

TapTap Revenge - iPhone
The beginning of touch - when the iPhone was introduced in 2007 multi-
touch and the accelerometer changed user interface
TapTap Revenge is one of the original iPhone games - it makes great use of all the unique and addictive interface capabilities of
the iPhone like multi touch and the accelerometer. Today, 1 out of 3 iPhone user have downloaded this game and it was the # 1
iPhone / iTouch game of 2008. As a result the game has an incredible reach world wide which supports an international
advertising and sponsorship ecosystem. Tapulous has also released successful new music version including Cold Play and The
Dave Mathews band.
http://www.youtube.com/watch?v=Aw0FNkmFGxE - TapTap demo

Touchgrind - iPhone
We have only scratched the surface of the potential of touch
Touchgrind is a skate boarding game that letʼs the gamer experiences realistic simulation of skateboarding with
their two fingers while respecting the laws of physics. Illusion labsʼ monster success with Touchgrind demonstrates
innovation with haptic technology that can deliver a physical sensation based on the position of a finger on a touch
screen. Realistic sounds and stunning graphics help too.
The next generation of touch technology, now in development, promises to be even more intuitive and user-
friendly allowing users to communicate emotions nonverbally. By 2010 blind people will be able to touch their
way though the screen.
http://is.gd/MV55 - Illusion Labs big screen demo

Ocarina - iPhone
Breathe your way though the interface... Ocarina is one of the first
musical instruments created for the iPhone
Ocarnia sells for 99 cents and represents the best of mobile innovation and adaptability people have gotten
obsessed with this. Created by an independent group at Stanford students, Ocarina has gone on to be a hot seller
in 8 countries.
The interface is sensitive to breath, touch and movement. Blow into the microphone, touch the screen to change
pitch, tilt your phone to change vibrato rate and depth. You can also use the map to find other players and join an
orchestra.
http://ocarina.smule.com/
http://www.youtube.com/watch?v=RhCJq7EAJJA&fmt=18

Sling Player + Remote - Multi-platform
Convergence is no longer a dirty word... The smartphone as an
extension of your living room
Sling is a simple and clever utility. It allows you rebroadcast your cable TV to your mobile phone using the SlingBox
set top box technology. You can also watch and control your home media and DVR via your SlingBox using virtually
any smartphone. For TV aficionados who still count on appointment viewing, Sling is digital nirvana. You’re paying
for your cable anyway so now you can have command over it.
Sling Player has been around for 5 years and recently acquired by EchoStar (2007) a satellite TV company –
this summer they will launch Sling to 14 million US subscribers. Cable providers are looking at this as a
solution to retain cable subscriptions - a way to co-exist with the Internet.
http://www.youtube.com/watch?v=wsxGnCVOepw

iControl - iPhone
Home will always be the central hub of human life... All appliances
and products will be connected
The iControl is about connecting devices and infrastructure in your home. It connects wirelessly to security panels,
IP cameras, sensors and home automation devices (such as lighting, door locks, thermostats, etc.) delivering a
host of advanced functionality. iControl is the first mobile app to benefit from Appleʼs huge venture fund and is one
of the two apps funded so far.
The idea is that the router that manages your WiFi in your home will be the smart device that manages your
home. Controlling every aspect of the home through a mobile phone is not new, but now every consumer
device will be built with standard home and mobile compatibility. Just bring it home and it will plug its self in.
iControl will be Available for the iPhone 3.0 the new operating system and employs the X10 protocol - a
standard protocol developed to will control compliant devices similar to Bluetooth.
http://www.icontrol.com/

Qik - Multi-platform
Endless possibilities exist to spread word of mouth in real-time from
a camera enabled mobile... stream and view video on the web as it’s
happening
Qik allows anyone to upload video directly to a personalized webpage using a connected mobile phone camera. This free app
takes YouTubeʼs “broadcast yourself” one step further. Anyone can create a video channel streamed live to the Internet where
it can be shared and chatted about in real-time.
Geo-aware live streaming is spreading word of mouth faster than anything else. In this context, brands can no longer control
anything about the context in which their brand is seen. How a marketerʼs product is seen will move quicker than can be
anticipated.
http://qik.com
http://www.qik.com/marinam

Fring - Multi-platform
Fring is uber social and gives users choice for telephony on their
handset by providing alternatives to the carriers
Using the handsetʼs Internet connection Fring brings together a ton of social, VoIP and instant messaging
networks, including Skype, MSN Messenger, Google Talk, ICQ, SIP, Twitter, Yahoo! and AIM. When connected via
WiFi, you can listen to music on Last.fm, use Facebook, receive alerts of new Google Mail and customize
everything with Fring Add-ons.
As well as it′s social appeal, Fring lets you make Internet local and international calls to landline and regular
cellular numbers using your SkypeOut/SkypeIn account or almost any internet voice service (SIP) such as SIPNET,
EuteliaVoIP, VoIPVoIP and VoIPTalk, even from non-SIP enabled handsets.
Integrated display advertising provides monetization, but imagine a brand using this for CSR support, anytime,
anywhere...
http://www.fring.com/

Wolverine Movie Promo - iPhone
A dedicated application for marketing not only a movie, but a
franchise...
The Wolverine iPhone app is a content driven immersive experience that drives in-store traffic and motivates
audiences to seek out artifacts in the real world to unlock exclusive content on the mobile. Users photograph icons
on a game box or DVD box with their mobile phone to “capture codes and uncage content”. Because of the
immersive interactive features the application allows advertisers to physically connect the audience with a product.
http://www.x-menorigins.com/

Trapster - Multi-platform
People are banding together to interact with their world in new ways
and collaborating to produce products free of charge
Trapster is a free, geo-aware social networking mobile app. People report and share speed traps. The mobile
phone alerts drivers as they approach the trap. Trapster learns the credibility of traps based on how many users
agree. It also learns the credibility of each user over time.
Whatʼs your location strategy? Youʼre telling the application where you are and asking for something back.
Thatʼs engagement.
http://www.trapster.com/

STYLE.com - iPhone
While the publishing industry lingers, the fashionistas have
adapted to the digital revolution
Style.com streams the latest runway shows, lets you view the entire library of runway videos,
download ready-to-wear and couture shows, see exclusive photos and read the style blog. Simply
put, it demonstrates not only award winning, but also outstanding content and advertising
integration.
http://www.youtube.com/watch?v=P3tJdXLrqhk

AirStrip OB Technology - Multi-platform
Enterprise mobile sharing of data allows medical services personnel
to make sense of their data by visualizing it in real-time
AirStrip allows MDʼs remote access to real-time patient data in their palm. Doctors can see a patientʼs status
and read nurses notes, in real-time, on the mobile device. Data from hospital monitors is sent to AirStrip
servers and streamed in real-time to thousands of mobile devices.
This app is FDA approved - no kidding.
http://www.airstriptech.com/Portals/_default/Skins/AirstripSkin/home.aspx

Wikitude AR Travel Guide - Android
Augmented Reality means connected mobile devices will make use of
data like no other device has been able to do
Augmented Reality is computer based research which explores the intersection between real-world and computer
generated data or virtual reality (VR) in real-time.
Wikitude is an AR mobile travel guide that employs location-based Wikipedia content for 350,000 world-wide points
of interest. Video captured with a connected mobile camera is image processed and returns overlaid data in real-
time.
Wikitude demo - http://www.youtube.com/watch?v=tpaJBu4BEuA
Augmented Reality iPhone demo - http://is.gd/LXhG

Google SMS - Multi-platform
Mobile messaging, text messaging or SMS is ubiquitous and puts
information in context using key words
Google SMS letʼs users query Google available data in real-time through SMS. The user can send an SMS to
466453 (Google) for a variety of info in any language for any country.
Corporations can just as simply open a dialogue with your consumers in real-time by giving customers a useful entry
to data. Itʼs relatively simple and inexpensive to implement.
http://www.google.ca/mobile/sms/index.html#/home.aspx

Thank you!
http://marinamann.com
marina@marinamann.com
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mairna@marinamann.com
Marketing Strategy + Mobile
Consultant
Marina Mann
Attribution - This license lets you distribute, remix, tweak, and build upon my work, even commercially, as long as you credit as follows “Marina Mann http://marinamann.com”.