For mobile applications, branding is experience

Abstract

Mobile technology is everywhere---with new types of mobile devices appearing regularly. While branding of the devices themselves can draw upon a long history of product branding, the branding of mobile applications presents new questions and challenges. I became aware of some of these challenges during InContext Enterprises' development of the mSports mobile sports application, which allows users to follow the play-by-play action of Major League Baseball on a variety of mobile phones. We gathered customer data to develop the concepts and designed application interfaces for a variety of devices. Focusing on baseball for mobile phones, we tested and iterated the design with users. The design was implemented and released in 2003 in partnership with Sports Illustrated.com under the ScoreCast brand.