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Brand Presence and the App Store
Are you a Trailblazer or a Follower? An underlying project driver

Recently I had the opportunity to address two groups of Corporate Developers that are targeting iPhone and iPad as a deployment platform for their Enterprise. During the seminars both myself and a few other Sybase colleagues covered such subjects as Management and Security of iOS devices through our integration with Apple's new MDM (Mobile Device Management) protocol along with unwiring enterprise data from heterogeneous back ends to primarily iOS devices, though others are also possible. This last point is achievable through the use of a Mobile Enterprise Application Platform (MEAP), of which Sybase has the market leader in SUP or the Sybase Unwired Platform.

During and after the events I was able to have several very interesting conversations with attendees from a wide variety of industries.... Finance. Utilities, Manufacturing, Medical and Services, to pick a few. One low level theme that kept on reoccurring, so much so that I feel compelled to report on it, was the theme of...

Brand as one of the underlying project drivers.

It seems, is that a number of large corporate customers feel that if they are a serious Brand, and let's face it if they don't feel that way they really are not serious about winning in business, that they should have a brand presence in the App Store. In fact it is becoming more like a necessity, but Why? The answer comes in two parts…

  • Firstly, some are going onto iOS app development before their competition, leading the way to drive new business and customer satisfaction, as well as customer retention and new sales.
  • Secondly, some are being forced, though indirectly, due to the fact that their closest competitors are reaping the reward already and they are being forced to play catch up.

This second point is not a great position to be in, but one that has it's advantages, of which is that your app can go beyond what others have defined as the de-facto standard in your area of business, adding new functionality and usage scenarios.

Outside of these seminars, I have also had first hand experience of hearing so many iPhone Users say, 'Why is there not an App from my favorite...?' So, whichever group you are in, the Trailblazers or the Followers, the point to remember is that more and more

'You are not a Brand leader unless you have an App Store presence!'

About Ian Thain
As one of the Sybase Technical Evangelists, Ian regularly addresses technical audiences all over the world and his sessions are always very well attended. He also writes education classes, whitepapers, demos and articles for various Sybase products and publishes regularly in Journals such as SYS-CON's PBDJ and International Developer Magazine. He is also the Sybase Unwired Platform & PocketBuilder Evangelist and works closely with the team in Dublin, CA and Concord, MA on new features and demonstrations for the products. In his customer-facing Evangelist role, Ian is very involved with the design, production and testing of Enterprise class Unwired Solutions, that have been implemented using Sybase's Unwired tools for Sybase customers around the globe. In addition, Ian is a dedicated technical expert continually working with Sybase's key partners and clients to enhance the capabilities of the Unwired solutions that Sybase can offer to its customers. Ian can also be found on Twitter @ithain

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