¶ Could Mobile Apps Be Wilting in the Heat of Summer? (Steve Rubel)

_Image credit: Financial Times_ It's hard to believe, but mobile marketing didn't really get going in earnest until Apple launched its App Store in 2008. Three years later there are now marketplaces on all five major device platforms - Apple's iOS, Android, BlackBerry, HP WebOS and Windows Mobile. What's more, there seems to be a constant footrace between brands not only to be first to market with their own apps, but to refresh them for a fickle public. Some of what's driving this is the zeitgeist. Overnight, it seems, apps have become deeply embedded in our culture. To stand out at a dinner party you better pack some apps. The New York Times now has a weekly column covering them. And even Sesame Street, arguably a mirror image of American society, posted a video ode to apps on YouTube that has been viewed nearly 750,000 times. This columnist, too, has gone ape for apps. A year ago I posited that, as smartphone and tablet adoption rise, mobile applications could unseat the web as the primary means we interact with content. Now I am second guessing myself. Things are once again changing. This summer, the app ecosystem started ...

Steve Rubel

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