Owner: A&N Mobile & TV
Agency: In-house
| Content | 20/25 |
|---|---|
| Usability | 17/25 |
| Branding | 19/25 |
| Monetisation | 18/25 |
| Total | 74/100 |
A&N Mobile & TV, part of the same group that publishes the Daily Mail, has launched its latest mobile app bringing news, top trending tweets and content from around the world.
Users can select a location, for instance the UK or as far afield as Japan, and then drop a ‘pin’ there and then be served with the most “relevant” content.
The app also has full social media integration – users are encouraged to log in with their Twitter and Facebook details – so users are served with the most socially relevant content. Plus users can also email items of interest to friends.
Whirrld’s user interface takes the form of a mobile app that can be navigated via the iPad’s touchscreen interface that rotates displaying content from across the globe.
Social media posts from ‘friends’ and ‘followers’ are also displayed based on their geographical location and users can also mark their favourites.
When clicking on a post, users are then served the content from within the app itself. For instance, when clicking on a news post, I was then served a Daily Mail article from within the app – including the ads. One thing that must be said is that A&N Mobile & TV has packed a lot of functionality into a small space.
While reading the article I was then prompted to download the title’s iPad app via a push notification plus users are also directed towards the iTunes store when looking up popular tracks from selected locations.
This leaves the door open to monetising the app via lead generations, or using an affiliate marketing platform, and one thing I noticed when activating the app was that a web browser session was sparked before being returned to the app.
This leads me to believe that the device had been served with a cookie – such as the method commonly known as the ‘swoosh’ having been pioneered by Mobile Future Group and StrikeAd.
In such an instance, the publisher of the app can track user behaviour and in a world of ‘big data’ this is another potential money-spinner.
So with the app providing users a portal to the world based on their interests and third parties with a potential to view their interests, it must be said that this is a clever development of A&N’s strategy.
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