General Electric is using the mobile channel to push its lighting business by helping consumers make decisions about which of the brand?s light bulbs suit them best.

GE added a mobile application to an existing multichannel lighting push in an effort to boost the reach of its marketing endeavors. But, what makes a good branded application?

"Certainly the goal is to uphold the quality standards set by the brand and be sure to represent the brand's goals," said Scott Michaels, vice president of Atimi Software, Vancouver, BC. "Too often we see companies take shortcuts in mobile, just to get something out there, which in the end is a negative experience for the brand.

"Consumers of mobile are not interested in seeing your product catalog, or a duplication of your Web site," he said. "What does your company offer as value add to the mobile user that can be put under the halo of your brand?

"The main point, is that if a brand is not in the space, they should be moving quickly to be part of it, but not rushing and they should think seriously about how their offering will stack up against the others in the app store(s)."

Atimi Software did not create the application. Mr. Michaels was interviewed solely for his expertise.

Punchkick Interactive and Keathley Advertising created the application.

Keathley Advertising is an integrated advertising, marketing and public relations agency. Punchkick Interactive is a mobile marketing service provider.

The GE Mood Lighting Cam application lets consumers experiment with different lighting styles to figure out which is best for their home or office. The application is part of a multichannel effort by GE Lighting. 

The new iPhone application lets users snap pictures of indoor environments with their iPhone and apply different mood filters using a ?GE Moodometer.?

The mood filters simulate the changing of lighting effects within a room based on six different mood selections.

Users can then access a bulb finder to determine which GE light bulbs will provide the dramatic lighting effects displayed by the application.

Here is a screen grab of a product page within the application:

Other features packaged within the application include design tips for recreating each of the featured moods, a three-step shopping list builder with product images and details for in-store reference, and the ability to save and email photos created by the GE Moodometer.

Here is a screen grab of the design tips page in the application:

The iPhone application is an example of the innovative things that are possible and taking place in the mobile marketing landscape today.

IPhone applications are most successful when they provide users with a unique experience that is independent of the Web or print media.

GE?s application serves as a utility to consumers ? it is a portable, one-stop-shop for decorators, home-owners and other design-conscious consumers.

So what does an industry expert think of GE's application?

?First and foremost, a successful app delivers something of value to the end user," said Michael Burke, cofounder and president of appssavvy, New York. "In the case of a branded app, like GE?s Mood Cam app, the end-user has to come first and the brand?s objective second, otherwise it won?t be downloaded or used.

"In the case of GE?s app, this isn?t an app for the masses to be entertained, but it is a targeted, niche play to enable people interested in lighting for their home to experience the possibilities and set the right mood the first time," he said.  

"All in all, a great iPhone app can truly answer the question, ?Wouldn?t it be great if I had a way to do X activity??

Final take
Margaret Glover-Campbell, vice president of marketing and public relations at Multiplied Media came to Mobile Marketer's offices. Here is what she had to say about branded iPhone applications in general:

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