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Nestlé is enjoying worldwide interest in its applications for iPhones and iPads, including the company's first corporate app, which was launched in October to keep investors and the media connected to the latest news, press releases, reports, presentations and share information.
Nestlé's new corporate app marks its latest success in mobile technology, having launched a number of apps targeting specific audiences by connecting its expertise in nutrition, health and wellness to millions of mobile device users globally.
According to Nestlé head of e-communications Peter Warne, an app can be more useful than a website: "People are looking for very specific information and an app can provide this. The challenge for us is identifying who they are and what they want."
The company's head of digital marketing, Michael Moore, said a good app should combine utility with entertainment, connectivity and ultimately e-commerce.
"What I choose to put on my mobile device is different to what you put on yours," said Mr Moore.
"It's deeply personal. When you download our app, it is customed to fit in with your lifestyle. That's a very powerful tool.
"Nestlé has the expertise to offer credible and compelling applications across our brand categories. With a range of new apps in the pipeline, our aim will be to make the entire portfolio available to consumers using other mobile platforms."
Nestlé Brazil's recipe-based Receitas app was hailed Best Global Product/Service Launch by the Mobile Marketing Association in 2010 and has now been downloaded more than 110,000 times from iTunes. But that is nothing compared to Japan's chart-topping Nestlé Recipe app, which now totals 250,000 downloads.
It was created for the iPhone in 2009, updated for the iPad in July 2010 and re-launched as Nestlé Balance Life in November, with more than 1600 recipes searchable by category, calorie count and sodium content.
In France, Nestlé Nutrition's Devenir Maman has proved highly popular with mums-to-be, notching up almost 100,000 downloads and helping to promote the company's canned baby formula.
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