What's "Beyond the Miles"
Your mobile phone is not your best friend, but probably you don't deny that it's the one that you spend the most time with. Or, your mobile phone is your best buddy. In terms of smartphone using, apps account for the most time. The app market has become a warzone. Brands are trying their best to reach the consumers. One big problem is how to make the consumers engaged.
Probably under the pressure of Under Armour's buying MyFitnessPal and Adidas's buying Runtastic, just last month, the Japanese sportswear brand ASICS acquried Runkeeper -- a GPS fitness tracking app, which has already had over 40 million users. Let's take a look at how the app make people engaged.
Easy to get started. I believe most people hate the step-by-step registration progress. Giving the users a choice such as "sign up with Facebook" would be sweet. Just clicks, no typing. If the users would like to type, they can either click on "sign up with email".
Personalization. Runkeeper can get access to the music downloaded onto your phone or Spotify. While running, a female voice will be there to remind. The payed service "update" provides more help in terms of analyzing and planning. The app even allows you to share your spots so that your close ones know where you are running.
Fun. Friends can be found from your contacts. You may even make new Runkeeper friends by typing in their names. The "chanllenges" category includes challenges that you're interested to take. Rewards are provided if you do an excellent job. I guess later, ASICS items will be provided as rewards.
Obviously, the acquisition aims to boost sales for ASICS. Interestingly, on Runkeeper's page, it's still talking about chances to win Saucony and New Balance instead of ASICS. And, the ASICS website is still missing the information of its new mamber. Shouldn't there be at least a QR code for downloading the app?
