Mum vs. Microsoft

A friend of mine dropped round the other day and showed off his shiny new iPhone 3G. Great interface, smooth case, shiny screen, but what really got me thinking was the apps. Apple are the first to launch a truly addable app SDK and the gravitational pull of coolness has dragged many of the best and brightest into iPhone app development. Sure, there's an easy buck to be made, but to what end?

Are people really going to buy something because they saw an app on their phone that made them think of X? Do the apps make anyone's life any easier? Solve any real problems? Make any real capital? So far, er... no. Well, the map thing might be useful if your street directory is a little out-of-date, but then you'd better be within range of the nearest 3G tower or there's really no point. 

As someone who works from home, I've really got no need for the iPhone, or it's apps, though email would be cool. Which drives me ever-so-slowly back to the point - how do companies make sense, and then make money, out of the ever-changing emerging technologies of the internet? The answer is of course simple and it comes straight from mum.

If you ever went grocery shopping with my mum (and why wouldn't you), you'd know she always had a list. Accountants and home-ec teachers have been on about this for years - if you don't have a list you'll be putty in the hands of the evil advertisers. If you need it, buy it. If you don't, it won't be on the list. 

Business can take the same approach. Rather than being led by the shiny new gadgets, apps and services, take charge - write a list. What purpose does the internet serve in your business model. Where does it fit into your communication plan? How are your audiences met by your online information? Create a list of needs, and then shop for apps, services and gadgets that fill those business driven needs. Nothing else. 

Mum would be proud.