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Another example of the potential of mobile commerce comes from Pizza Hut, with its iPhone app generating $1m in sales in the three months since launch.

The app, which allows customers to order food on the move, is approaching the figure of 1m downloads. It is only available in the US at the moment.

The app's success so far has undoubtedly been helped by it featuring in Apple's ads in the US, but it also shows that there is an opportunity for similar food brands to profit from launching iPhone apps and mobile sites.

As surveys have suggested, items and services that people need while on the move, such as food, movie tickets and hotel rooms, have appeal for mobile users.

In the US, Burger King has been trialling an app that allows users to order ahead, pay for items on the phone and skip queues, and others may well follow suit when they see the potential of mobile apps.

In the case of Pizza Hut, it makes sense to allow customers to order food any way they want and, according to Pizza Hut, the app is driving incremental sales.

Along with eBay's iPhone app, which has had more than more than 4m downloads so far, the Pizza Hut app shows how retailers can make the most of mobile to drive extra sales, though there aren't too many examples in the UK so far.

Indeed, thetrainline may be missing a trick by not adding the option to book tickets through its iPhone app, and gain a valuable headstart in this market.

Graham Charlton

Published 2 November, 2009 by Graham Charlton

Graham Charlton is the former Editor-in-Chief at Econsultancy. Follow him on Twitter or connect via Linkedin or Google+

2565 more posts from this author

Comments (2)

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Jackie

Very well done!
I like how they've taken advantage of iPhone's interface to customize toppings by dragging them and tilting them, as well as pinching the dough to select your size.
Nice to see companies creating fun and innovative applications with utility - it's obviously paying off!

Mobile will be HUGE in 2010 and beyond (especially with Andriod) - so is definitely a space that most companies targeting 18-34 year old men and women should be looking into, if they're not already.

I've posted more on this - including a recent Nielsen chart illustrating smartphone (vs iPhone) demographic information in the US - here: http://bit.ly/Ao221

Cheers,
Jackie

about 7 years ago

Avatar-blank-50x50

Alan

mmm. Pizza!

Always a favorite and now even easier. The app is wonderfully built to take in the features of the phone device to allow the user to really have some fun.

Makes the hamster wheel in my brain spin with possibilities!

Time for lunch!

Best -

Alan

almost 7 years ago

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