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BREAKING NEWS & VIEWS
Time.com App for iPhone Follows 99K B-Berry DownloadsWednesday, September 2, 2009 Time.com is on a major digital push this year across platforms. Yesterday the brand launched its iPhone news application, Time Mobile, a little more than a month after a similar app appeared in the BlackBerry App World. The BlackBerry app has been downloaded 99,000 times,  generating 7.7 million page views thus far, the company tells minonline. While BlackBerry handsets continue to enjoy a larger installed base, iPhone users tend to be more rabid application downloaders, so it will be interesting to see how the two Time Mobile iterations compare. For the iPhone app, Time has included nine sections from its main Web page, including top news, politics, entertainment and some of the more popular blogs. Time is packing a lot of content into a single mobile app. Developed by mobile software company Polar, the interface lets the user move laterally across the main content categories in a top-line menu, while the bottom menu offers shortcuts to top news, top 10 lists, top quotes from newsmakers and the most popular articles at the site. A share/save function is prominent on every story so the reader can send the item to an email account or post to their Twitter account. While much of Time Mobile looks like other newspaper and news magazine apps (such as USA Today, WSJ and Financial Times), one interesting differentiator is an “image flow” option that turns the typical scroll of headlines into an illustrated path of headlines and images that resembles the iTunes music library “Cover Flow” interface. Essentially, it turns the news in any category into an annotated slideshow. While they are ghetto-ized into a “Media” section, Time’s traditionally strong image slideshows and emerging video programming are available in the app as well. Siemens is the inaugural sponsor of the free application; the company is also sponsoring Time.com’s extensions into social media at Facebook, YouTube and Twitter. Time.com says it has been on a roll in the past year. The company’s internal metrics show 127 million page views in July 2009, up 71.8% from a year ago. For the previous month (June 2009), Nielsen reported more than 7 million unique users to the site, per min’s Digital Boxscores. If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com
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