American Express Open is connecting entrepreneurs with business tips and resources via a new mobile platform.

The Open Forum platform includes an iPhone application, as well as a mobile-optimized Web page that lets users access advice and insights from several business leaders. The application is available for free download in Apple?s App Store.

?We?ve found that many small business owners were connecting to Open Forum via a variety of devices ? desktop browsers, smartphones, iPads, and so on ? and this number will only grow,? said Scott Roen, vice president of American Express Open, New York.

 ?With a large percentage of our mobile viewers using the iPhone, we developed a free app to optimize the experience of reading articles, viewing videos, and sharing and saving favorite content,? he said.

?Thanks to the new Open Forum iPhone app, business owners can now have access to expert ideas and insights needed to get the job done whether they're in the office, on the road or at home.

Open Forum is American Express OPEN?s online resource and networking site designed to help business owners grow their enterprises by helping forge business connections and providing access to advice and tips from leaders in business.

How it works
Users who do not have the iPhone application can access the Open Forum mobile landing page at http://www.openforum.com/mobile.

Users can read the latest articles in several categories, including innovation, lifestyle, managing, marketing, money, technology and the world.   

Additionally, the new platform gives users advice and insight from author Guy Kawasaki, Business Insider?s Henry Blodget and Mashable?s Adam Ostrow.

?In addition to PR outreach and sending updates through our Twitter and Facebook pages, we are leveraging many of our Open Forum contributors such as Mr. Kawasaki and their large social media followings to help spread the word,? Mr. Roen said.

?There is also a dedicated landing page on Open Forum with details on the mobile platform, as well as mobile- and app-focused articles from our Open Forum experts that include mentions of the app,? he said. ?We will also feature banner ads promoting the app throughout the site and include a mobile marketing poll in an upcoming newsletter to our card-members that will include a plug for the app as well.?

Here is a screen grab of the application:

Mobile advice
Users can watch videos from experts, such as Mr. Kawasaki on their smartphone and bookmark articles for later reading.

Social media is included via the application with Facebook, Twitter and LinkedIn features that let users share articles with friends and followers.

There is also a search feature that lets users find articles on particular topics, keywords or authors.

Here is another screen grab of the application:

?We?re extending access to BlackBerry and other smartphones,? Mr. Roen said. ?In developing the mobile versions of our site, we learned quite a bit ? small simple things like focusing on the most frequently used features to ensure faster downloads and ease of use within a smaller screen. 

?We also realize social media is moving beyond the Web and into the realm of mobile,? he said. ?The combination of advances in mobile technology point to a future in which cell phones are central to the social media experience and an equally important platform for businesses.? 

Final Take
Rimma Kats, editorial assistant at Mobile Marketer, New York