Omaha Steaks? Steak Time application for Apple?s iPhone is designed to engage loyal and prospective customers by providing tools for preparing and serving the perfect steak every time.

The free application offers informational Steak 101 training, including how-to videos, tips for perfect grilling and hundreds of delicious shareable steak recipes by category, complete with grocery list creating capabilities.

?Obviously we realize along with many brands and retailers out there that mobile commerce is probably the next big thing,? said Todd Simon, senior vice president at Omaha Steaks, Omaha, NE. ?It is relatively small today like the Internet was in 1995, but it?s growing rapidly.

?We?ve always been a company that has embraced technology in our back office, and we also want to provide the very best opportunities for our customers,? he said. ?The great thing about the app is that it serves both a branding function, as well as providing useful tools for our customers.

?Eventually we will provide a mobile commerce platform as well.?

Founded in 1917, Omaha Steaks is a fifth-generation family-owned company that markets and distributes a variety of USDA-approved, grain-fed beef and gourmet foods.

Omaha Steaks claims to be the nation?s largest direct response marketer of premium beef.

Mobile grilling tips
A key feature in the application is the Grilling Timer, a function that lets users create a personalized steak timer setting for each guest.

The timer indicates when to put the steaks on the grill and exactly when to turn them to achieve the specific degree of doneness that each guest prefers.

Using the timer eliminates the guesswork in grilling by calculating the logistics needed to ensure that all the steaks are cooked to perfection?from rare to well done?and come off the grill at the same time.

The Steak Time application also offers a conversation card feature that provides a host of conversation starters designed to liven up the dinner discussion.

Consumers can use the application to enter to win a monthly contest to free steaks.

The new application is available through the iTunes App Store and can be downloaded on the iPhone, iPad and iPod touch.

The application achieved close to 70,000 downloads in the first two weeks after its release.

Currently there is no in-application commerce or payments functionality, but Omaha Steaks plans to add it to the next version of the application early next year.

In addition, Omaha Steaks said that it plans to mobile-optimize its Web site.

Now that the brand has taken care of its first priority, an application for iPhone and iPod touch, it is in development on an iPad application, and it is in the process of evaluating its options for translating the application on to Google?s Android operating system.

The brand is promoting the application via http://www.OmahaSteaks.com, email blasts and direct mailing to customers and a lot of peer-to-peer marketing?encouraging users to share the application with others.

?We have robust ongoing marketing programs with our existing customers,? Mr. Simon said. ?There is a whole section in the app devoted to connect?it?s about connecting with the people you?re dining with, recommending your app to your social group and connecting with Omaha Steaks.

?One thing we know about our product?it is inherently social, as people get together, cook steaks, have a meal together and share an experience,? he said. ?With one button, you can email that recipe to your friend or to yourself, and you can also like that recipe on Facebook and within the app.

?The target demographic is primarily individuals who use our product now, consumers who cook or grill steaks, and our hope is that people will find this app useful?this app also helps promote our brand.?

Final Take

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