News Article

The rapid growth of the smartphone application industry has changed the landscape for marketing professionals and offers them a golden opportunity to reach consumers in a different way.

Pete Goold, managing director of PR agency Punch, said many people are now accessing the internet via their mobile phones and as technology develops, this is only going to increase.

For businesses, the growth of the mobile apps market is a chance for them to engage consumers with brand-focused applications.

"Mobile phone applications that provide a genuine service or solve a user's problems can have a significant impact on the way that a brand is perceived … this engagement can go a long way to influencing consumer perception," Mr Goold added.

Technology research firm Gartner recently predicted that consumers will spend $6.2 billion (£3.7 billion) in mobile application stores this year.

The company added that advertising revenue expected to generate $0.6 billion for stores worldwide.

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Published: 29 Jan 2010