The app went from “fun and games” to a business relevant channel for building company brand, generating revenue through enabling transactions and driving cost savings through increased employee efficiency. In this sense, the app follows in the footsteps of the Web, which also grew from magenta colored experimentation to becoming business critical for most companies.
This was the theme of a presentation I gave at the “Webbdagarna” (“The Web Days”) event in Stockholm in March 2011. Watch a video from the presentation below (in Swedish).