Smart Phones: Make Them Work for your Business
By Spencer Spellman

Mention the term "mobile applications" just a few years ago and you probably received quizzical looks. While hardware technology, such as mobile phones and computers, have been around for many years, continuing to evolve; the software that accompanies it, hasn't always evolved at the same pace. However, in the last couple years, with the rise of the Android, iPhone, and iPad devices, mobile applications have advanced at a much quicker pace than the hardware that boasts them. What once was merely a convenience, is now a way of life.

Looking back just four years ago, there's a great divide between mobile phones then and now. Then, a fully-equipped mobile phone came with a calendar, SMS/MMS messaging, digital notepad, calculator, and digital camera and camcorder that took low resolution photos and 15-second video clips. Fast forward to present-day, to the land of BlackBerry, iPhone, and Droid. Mobile applications have not only evolved to catch up with its hardware, but to even pass it, with capabilities that can exceed what your personal computer can do. Apple's slogan: "There's an app for that," couldn't be a more true sentiment to describe the mobile application marketplace.

In the last three years, smartphone usage has more than doubled each year. The iPhone, in its first two years, was one of the fastest selling gadgets, selling over 57 million units. However, it's not been until the introduction of the Android, iPad, and other mobile devices, that mobile applications have grown at such a staggering rate. The first-generation iPad reached one million sales twice as fast as the original iPhone did. With such growth, mobile devices are set to overtake computers as the primary device for accessing digital content. Facebook released statistics last month, stating that 200 million users (40%) access Facebook from mobile devices.

There are a couple different ways hotel and restaurant operators can tap into the mobile application market. One, by using mobile applications to more effectively operate their business, and two, by using mobile applications to grow their business.

By integrating a mobile strategy, businesses can add an element that increases productivity and efficiency. Email and messaging applications provide a universal, mainstreamed way to effectively communicate within a company. This is especially of value to restaurant and hotel operators who may spend most of their time away from their desk. BlackBerry is one of the best devices for this, because it easily integrates business email accounts, supported by Microsoft Outlook, Lotus Notes, Novell GroupWise, and other email clients. Another important application to mention is BlackBerry Messenger, a real-time messenger that doesn't use your minutes, and can be useful during a teleconference or while away from the computer.

The purpose of mobile applications for businesses is to increase productivity. This couldn't be anymore useful than for hotel and restaurant owners who are frequently on-the-go and don't spend all day behind their computer. An increasingly useful tool on mobile phones is the ability to use it similarly to that of a computer. Some devices, including the iPhone and iPad, are compatible with certain keyboards. EverNote, is one example of a note-taking application that is compatible with all mobile phones and can be synced to your personal computer. The application allows you to take a photo or screenshot, type notes, or record yourself. Notes are archived and are able to be searched by keywords, titles, and tags.

The second way business operators can tap into the mobile market is by using mobile applications to grow their business. This can be accomplished by either developing applications, or utilizing mobile applications that already exist. While traditional means of advertising may still be relevant, you can't ignore the importance of mobile users.

One of the most popular applications in the marketplace among restaurant and hotel operators is called Foursquare. Despite the peculiarity of its name, Foursquare has become one of the most useful mobile marketing tools for hotels and restaurants. The premise is simple: users go to a restaurant or hotel and "check-in" when they arrive, receiving points that vary, depending on how many times they have been to that place. However, the power of the application is the social media tie-in. Many users have integrated their Facebook and Twitter accounts, so that when they check into a bar for example, it broadcasts it on Twitter and Facebook. The draw for mobile users is that hotels and restaurants have added incentives. For example, if a user has been to a specific restaurant four times in one month, they may receive a free appetizer. In its first year, Foursquare boasted half a million users, 1.4 million venues, and 15.5 million checkins.

While restaurant and business operators are tapping into the power of existing mobile applications, many are also creating their own, aimed at reaching a new customer base and growing their business. One such hotel brand that has launched their own application is InterContinental, which recently launched an iPad app called Concierge Insider Guides. The application serves as a traveler's very own digital concierge they can take on the go. Charles Yap, Director of Global Brand Communications for InterContinental Hotels Group (IHG), emphasized that InterContinental's app doesn't replace InterContinental's concierge staff, but rather serves as a conversation starter. Yap states: "With the app, our concierge teams play a dual role - serving the needs of guests on a day-to-day basis, as well as providing updated content for the app, our concierge websites, and through our social media channels, including @WorldConcierge on Twitter." The application answers travelers' most important question:

What is there to do? While Concierge Insider Guides doesn't directly influence the bottom line, it puts InterContinental ahead of other hotels by providing a premium service that others don't.

Finally, before adding mobile applications to your overall business plan, first familiarize yourself with the mobile marketplace. While I featured several top mobile applications, there are thousands of others available that might suit your needs, without having to invest time and resources into the development of your own mobile application.

Useful Links: http://news.yahoo.com/s/ytech_gadg/20100503/tc_ytech_gadg/ytech_gadg_tc1901
http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats
http://www.evernote.com/about/download/
http://us.blackberry.com/apps-software/blackberrymessenger/
http://www.cbsnews.com/stories/2010/02/15/business/main6209772.shtml
http://mashable.com/2010/03/12/foursquare-stats/
www.ichotelsgroup.com/intercontinental/en/gb/exclusive-offers/ipad?cm_mmc=IMMerch-_-IC