Jokes about the unfortunate name of Dunkin' Donuts' new iPhone app--Dunkin' Runs--aside, I have to agree with Chris Brogan that this little tool sounds pretty useful. Not everyone needs a personal assistant a la Siri, but it's pretty common to need a little caffeine boost at three in the afternoon.
An app that solves a problem you probably already have seems much more useful than one that encourages mindless play, and who doesn't have problems remembering everybody's requests when making a trip to Dunkin', mid-day? Rather than sneak out to get your fix and risk pariah status in the office, the Dunkin' Runs app lets you invite others, place orders online, and then pick them up at a store. According to Mashable, it's all a part of Dunkin' Donuts' recent "social media tear" which includes an interactive website. Call it what you will, Dunkin' Donuts has shown us how to do build an iPhone app (and engage customers through social media) the right way.
Is there a wrong reason to create an iPhone app? Well, yes--it's when you create an app just for the sake of doing it, without offering any real advantage to users. The launch of 3GS has reignited the iPhone frenzy, and now there is even more pressure on companies to produce a trendy app so they can say they have one. But I see that as a big mistake. If you ever make a business or branding decision simply because everyone else is doing it, you're not thinking strategically--you're simply caving to industry peer pressure. Talk all you want about "missed opportunities," but apps that don't address a real need, or cater to an audience your company doesn't have, end up as brand trash littering the path towards a real identity.
A few bloggers have expressed a similar sentiment to mine. Digital Ministry, The Lab Report, and other blogs have pointed out that developing an app for your company can be dangerous territory if you don't have a plan. The Lab Report bloggers--huge Mac and iPhone proponents--also bring up a good point about the bizarre cycle of iPhone app development: that companies either move too slowly to develop an app or too fast. "Depending on the brand and its culture, either of those scenarios can be a bad thing," points out Chris of The Lab Report.
And more common sense from Forrester Research: don't build an iPhone app for your customers (or prospective customers) when market research indicates it's not the phone they use. As Mobile Marketer stated, "Creating an iPhone application for an audience that is mostly using BlackBerry phones isn't going to work."
Usefulness and value are what people want right now and what will make your brand stronger in the long run. If you're considering an app for your brand, make sure you do your homework, listen to your customers, and remember the two aforementioned words as you move through development.
