Mobile Applications

Baohong Sun ()
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Baohong Sun: Cheung Kong Graduate School of Business

Chapter 8 in Brand Intelligence, 2026, pp 225-249 from Springer

Abstract: Abstract A branded mobile app (Module 7) is far more than a mobile extension of a website—it is a location-aware, context-intelligent, and always-on super transmitter command center that connects users to the brand ecosystem through personalized, interactive, and programmable experiences. This chapter outlines the core functions of branded mobile apps within the Brand Intelligence framework, examining their programmable architecture and key technical capabilities. It then explores how mobile apps can unlock new marketing potential by integrating seamlessly into the broader Brand Intelligence system before concluding with a look at emerging alternatives beyond mobile phones that may redefine future user interactions. Core Concepts: Branded mobile app; Programmability; Location-based services (LBS); Contextual targeting; Behavioral triggers; Real-time notifications; Personal AI assistants; SoLoMo (Social Local Mobile); User journey orchestration; Mobile-first strategy.

Date: 2026
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DOI: 10.1007/978-3-032-17490-1_8

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