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BREAKING NEWS & VIEWS
Forbes (Steve, Too) Comes to iPhoneMonday, May 11, 2009 Conventional wisdom has it that the mobile phone is the most personal medium, and so it demands a more .jpg) conversational, one-to-one approach. Forbes’ new Intelligent Investing application for the iPhone takes this advice seriously. Steve Forbes himself plays a central role in the new mobile extension of the financial news brand. His “Daily Steve” quotes are available as part of the scroll of investment information and interviews. And his “Townhouse Clips” are video snippets from interviews Forbes conducts with financial leaders and thinkers in his own New York home. The new free application launched on Friday in the Apple iTunes App Store. That personal stamp helps distinguish Intelligent Investing from a number of other recent magazine-branded applications. (See last week’s review of magazine iPhone apps). Rather than represent the entire Forbes media brand in a single app, Intelligent Investing pulls material specifically from the section of Forbes.com of the same name. The emphasis is not on news so much as reflection on markets and current investment philosophy. Intelligent Investing also experiments with a little bit of iPhone glitz. In the section of the app containing Steve Forbes’s quotations, a shake of the phone activates the iPhone’s built-in accelerometer and advances to another quote or video. The large blue brackets that are part of the app’s logo swipe together on screen to advance to the next feature item. The app also includes a Twitter feed from Steve Forbes that the user can follow or respond to. While the content is not designed as a breaking news venue to be consulted several times a day, the daily quote and fun factor of the app invites the user to come back regularly. The Intelligent Investor app is free and supported by an exclusive sponsorship by Zurich Financial Services Group, which also sponsors the corresponding section at the Forbes.com Web site. The app also uses a novel ad format. The Zurich ad banner sits beneath the content on most of the pages in Intelligent Investing. Clicking on the banner simple fills the screen with a text message that retreats back on a second click. Some of the more advanced iPhone apps have been integrating the ad creative within the body of the app in this way so that users do not have to click through on an ad and launch a separate mobile Web browser. By keeping the ad experience within the application itself, the publisher creates a more seamless experience that irritates the user less and integrates the sponsor more. If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com
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