Mobile apps based on cricket – to get scores, watch highlights and play games – are booming this season. According to a report by Informate, a mobile intelligence agency, into the first week of the ICC Cricket World Cup itself, the usage of sports-based mobile apps had already breached the apps usage during IPL 3. Among them, 10% of the smartphone owners downloaded sports-based app.
The trend has already settled in the global market where more than one in four global consumers say that content and apps are a key consideration at the point of purchase, says a report released by TNS, global market research. Indian youth is welcoming the new avatar of mobile phones powered by infotainment apps, said the report.
“Mobile is like a media-in-pocket. Mobile apps are growing not on a yearly or monthly basis, but on a minute-by-minute basis,” said Amit Tiwari, country head, media, Philips Electronics, India.Marketers expect apps usage to head north as IPL4 kicks off. "As expected, the uptake of cricket-based applications will continue with the IPL season," predicted Sandip Biswas, director, Deloitte.
Moreover, the corporate world has smelt the business opportunity and are coming up with cricket-based apps to boost the consumer connect. Reebok, a sportswear giant has launched an interactive cricket mobile application. “Just to keep it convenient, our application is compatible with all handsets — iPhone, Android-based phones and Blackberry,” said Sajid Shamim, ED, marketing and sales, Reebok India.
“Our app, ZigtoCric, allows the user to create his own team, manage it and if your team scores the maximum points, you can win Reebok Zigtechs and a chance to meet your favourite cricketer,” he added.
Another brand that rode the World Cup frenzy via the mobile apps route was Nokia. It introduced an ESPN sports widget app on the Nokia N8 which, the company said, was downloaded half a million times over the tournament’s 45 days.
Jasmeet Gandhi, head - services & devices OPM, Nokia India, said, “The ESPN widget has been one of the most favoured apps this World Cup season. It gave cricket lovers access to live news feeds, scores, video clips and much more.”
“The first phase of the mobile revolution was through text messages. Currently, web apps are happening and by the next World Cup, it will be video streaming,” said Ambika Sharma, COO, Jagran Solutions, a marketing agency.