Instant App: A Sudden Place-Based Social Network for MSN and the World Cup

Geoffrey Precourt

From the IAB Mobile Marketplace conference held in New York in June 2010, Geoffrey Precourt reports on the session held by Ian Schafer, the founder/ceo of interactive agency, Deep Focus.

Instant App: A Sudden Place-Based Social Network for MSN and the World Cup

Geoffrey Precourt Warc

It’s almost become tautological that digital communications must be flexible, fungible, and fast.

But, a two-week cycle for creation, development, and execution of a new mobile application tests the skills of even the most experienced practitioner in the new digital space. And when the client is as pervasive and visible as Microsoft, the window for failure is all but non-existent.

Microsoft regularly looks for new ways to introduce new audience pockets to its new search engine. And, in mid-April, the challenge...

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