iPhone Applications & Luxury Brands - Updated May 5, 2010

iPhone applications & Luxury brands Copyright IC-Agency 2010 Updated with Luxury Insiders’ View (October 2009) Latest apps added on May 3, 2010

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[object Object],Indeed, since the arrival of smartphones, mobile phones have become nothing less than micro-computers whose features go far beyond what a standard phone is able to deliver. The strength of this new generation of devices mainly comes from their applications, the number of which is constantly growing at the instigation of thousands of consumers-developers around the world. Brands also have their own developers whose mission is to create new apps specifically designed to promote their products. The iPhone standing as the unchallenged leader of smartphones, IC-Agency decided to analyze the market of iPhone apps in its privileged sector: the luxury industry.

[object Object],[object Object],For this analysis, IC-Agency reviewed 46 iPhone applications developed by brands active in the luxury industry. These applications come as mini-sites, on line boutiques, games or videos. A quick podcasts overview is also provided. Vidéo Boutique Games

[object Object],[object Object],Menu Gallery View Sound Users ratings C 63 AMG Absoluter Hammer!! Auf Jeder Fall runterladen !! Yeah! It’s a great aplication! Mercedes babay!! Naja Ich weiss ganz genau, warum ich einen Brabus einem AMG vorziehe… Ich sage nur Brabus Rocket. “ Mini site” type of application. (Free) Discovery of the Mercedes C63 AMG. Sound, 360° view and galleries.. Language : EN

[object Object],[object Object],Description Customise Watch Newsletter Users ratings Application digne de la marque Super application! Comme tout ce que fait Breitling! Les autres marques horlogères peuvent prendre exemple. Bon vent avec Breitling! Belle application Très sobre et très classe. Une belle réussite . Retailers “ Mini site” type of application. (Free) Accurate description, technical information, portfolio, video, 360° view. Languages: FR CN EN DE IT PT RU ES

[object Object],[object Object],Menu Diving sites Morse code Maritime signals “ Mini site” type of application. (Free) Maritime theme, including a selection of useful contents not directly related to the brand. Languages: FR, EN

[object Object],[object Object],Collections News Store “ Mini site” type of application. (Free) Focus on the Ceramica 2009 collection Language : EN

[object Object],“ Mini site” type of application. (Free) Overview of the Van Cleef & Arpels watches. Boutiques display. Languages : FR, EN

[object Object],[object Object],Place Map Sales Point Object “ Mini site” type of application. (Free) A tour in Paris to present Van Cleef & Arpels’ new collection ”Une Journée à Paris” 7 video tours with places description.. Points of sales information. Heavy app (more than 10Mb) Languages : EN, FR, CN, JP, CO

[object Object],[object Object],“ Mini site” type of application. (Free) Possibility to download and personalise the BR-01 models (styles and colours) as well as use their features (alarm, chronometer, timer). Additional models are to come soon. Language : EN Store Video Customise Watch

[object Object],[object Object],Video Description Watches “ Mini site” type of application. (Free) Overview of the last men collections “Classic” and “Belmont” Possibility to buy through a phone call. Wallpaper download. Possibility to see the watch in real size. Language : EN

[object Object],[object Object],Watches Dewitt Store Videos “ Mini site” type of application. (Free) Presentation of the 25 DeWitt models Store location via GPS Videos Language : EN Users ratings DeWitt Tout simplement excellent !!! Merci Gorgeous Very nice app … The watches are really beautifull… Good job one the interface. Fast and clear. Pictures are absolutly realistic. This app was made like the brand product: a lot of passion and heart for a must have app! Simply the best app about luxury watches. DeWitt Une Magnifique application pour une somptueuse marque.

[object Object],[object Object],Classement des utilisateurs Huge Great Brand! Naja Naja, bringt jetzt nicht so viel. Aber die Uhr ist klasse. Starke Firma Aber leider beinhaltet die App nur die Uhrenkollektion, nicht aber alle anderen Produkte…! Schade. Deshalb nur 3 von 5 Sternen. “ Mini site” type of application. (Free) News about the Victorinox brand Presentation of 10 watches + tools of the Victorinox collection 3D view with watches features Store location Newsletter Videos Language : FR Videos Watches Watches 3D News

[object Object],Classement des utilisateurs Super Schön Meine neue Lieblingsapp. Sehr schön gemacht. Sieht gut aus Sieht gut aus, da brauch man keine Brille mehr… Noch ausbaufähig: Sie sollt kippen mit dem Gerät, dann würde ich mir das Iphone an den Arm schnalle; und natürlich möchte man die Stopuhr-Knöpfe bedienen können. Uhr Super, sehr schöne Urh “ Mini site” type of application. (Free) Display of the Airman model “ Backside” presentation Language : EN

[object Object],[object Object],“ Mini site” type of application. (Free) Display of the “Flieger” and “Marine” models Newsletter History of Stowa 2009 magazine Puzzle Game Languages : EN FR DE Flieger model 2009 Magazine 2009 Magazine

[object Object],[object Object],“ Mini site” type of application. (Paid app: CHF 1 to 10) Display of Kienzle’s n°4 model « Backside » presentation Languages : EN DE Backside Backside

[object Object],[object Object],“ Mini site” type of application. (Free) Display of Sarpaneva’s Black Moon model Lunar indicator presentation Screenshot feature Calendar subscription reminding when the app should be looked at (moon cycles) Send to a Friend feature Languages : EN DE Watch Description Description

[object Object],[object Object],“ Mini site” type of application. (Free) All Jaeger-LeCoultre models presented. Stores location. Watch School Probably one of the best watch iPhone apps Languages : EN FR Collection Collection Watch School Watch School Users ratings The best watch commercial App The perfect app for watch lovers. The dictionary and the creative lesson features are pretty awsome!

[object Object],[object Object],“ Mini site” type of application. (Free) 3D Visualisation of the Monaco V4 by TAG Heuer Stores location Videos Interviews Language : EN Users rating Wowww Hoo This app is the most beautiful I’ve ever seen so far for a watch brand. It redefines a new standard for the user experience with a stunning interface design that pushes the IPhone beyond the classic paradigm and technology limits. Congratulation! Magic Once more TAG Heuer is breaking the rules to deliver this fantastic tool! This will probably set a new benchmark in the luxury Applications. Congratulations to the development team! Menu Video Gallery Watch 3D

[object Object],[object Object],Watch Home “ Mini site” type of application. (Free) Presentation of the IWC watches Videos Stores location Languages : EN DE FR IT JP CN Users ratings Super Didjs Ipod Touch It is a shame not to be able to load it on an Ipod Touch… Please try harder!

[object Object],[object Object],“ Mini site” type of application. (Free) Presentation of the A. Lange & Söhne watches Detailed view of the movements Stores location Order catalogue Registration to A. Lange & Söhne events Contact the A Lange & Söhne team Languages : EN DE JP Gallery Movement Retailer

[object Object],[object Object],Home Menu Retailer “ Mini site” type of application. (Free) Presentation of the Dandy model by Chaumet Stores location Virtual tryout Languages : EN DE JP Users ratings Super Les Dandy me vont très bien!

[object Object],Watch Gallery Info “ Mini site” type of application. (Free) Presentation of the Barozzi watches Stores location Become a Fan on Facebook Languages : EN

[object Object],Wach Video Retailer “ Mini site” type of application. (Free) Presentation of the Pierre DeRoche watches Videos Stores location Language : EN Users ratings Une marque avec une différence Application très conviviale, facile d’accès, les modèles très créatifs, la vidéo d’introduction vraiment superbe, les images sont de très bonnes qualité. Félicitation au team Pierre DeRoche et bon vent.

[object Object],Home Watch Jewel Description “ Mini site” type of application. (Free) Presentation of the Boucheron watches and jewels Stores location Virtual tryout Languages : EN FR

[object Object],Home Menu Watch “ Mini site” type of application. (Free) Informative application about luxury watches Stores location Virtual tryout Language : EN Users ratings At the right time! Top Application! Un apport déterminant à l’acte d’achat, factuel, fonctionnel et convivial. Ipod Touch It is a shame not to be able to load it on an Ipod Touch… Please try harder!

[object Object],“ Mini site” type of application. (Free) Last novelties & shows from the biggest luxury brands Photos, videos. Possibility to vote for the last « Fashion Moment » Language : EN Classement des utilisateurs Pour les mordues de la mode Excellent quand on travaille dans ce monde, ça peut aider. Cool J’aime bien et on peut s’inspirer pour se vêtir. Genial Super App! So ist man in Sachen Mode immer up to date! Für mich als Modestudentin für unterwegs einfach super! Schade, lassen sich nur manche Fotos ohne Internet-Verbindung öffnen. Ansonsten sehr schön und informativ!

[object Object],[object Object],“ Mini site” type of application. (Free) Discovery of the new Lacoste range. Application visible on horizontal screen. Language : EN Store Store Gallery

[object Object],[object Object],Menu Life style Store World “ Mini site” type of application. (Free) Presentation of collections and accessories. Language: EN

[object Object],[object Object],Gallery Store Video News Users ratings Sehr gut! Jetzt brauche ich nur Geld für die Sachen ;) Moustik Super Génial! Super schön! Wäre toll, wenn es solche Apps auch von anderen Labels gäbe… ;) “ Mini site” type of application. (Free) Highlights of the last Chanel fashion show: video, pictures, zoom on accessories. Language : EN

[object Object],[object Object],Collection Video Store « Mini site » type of application. (Free) Creations and fashion shows from August 08 to Spring 09. 360° view. Language : EN

[object Object],[object Object],Watch Choose Watch Store Users ratings Excellent La fonction « zoom » est génial et super net! “ Mini site” type of application. (Free) Virtual watch of the « Polo Forty Five » model. Boutique location through GPS. Language : EN

[object Object],“ Mini site” type of application. (Free) Last news about Gucci Entertainment with Gucci Beats (Sequencer) Music streaming Store location Languages: EN; IT Users ratings Super Vraiment utile et complet! World of Gucci Gucci Beats IPhone section Black Book

[object Object],[object Object],Users ratings Collections J’aime me tenir au courant des dernières sorties et j’aimerais pouvoir me faire plaisir de temps en temps en commandant via Net-A-Porter.com Je l’ai donc téléchargée et j’ai eu la désagréable surprise de constater qu’une fois encore, l’homme est largement désavantagé… No Male Styles Around 50% of our population are male! Not 1 male style in this app! At least this should mention this! “ Boutique” type of application. (Free) Automatic synchronisation and updates of the database. Possibility to share your selection with your contacts. Language : EN Menu Description Coverflow

[object Object],[object Object],Store News “ Boutique” type of application. (Free) Luxury shopping guide, possibility to buy through a phone call. Languages: FR, IT, EN

[object Object],“ Game” type of application. (Free) Limited edition: June 25 – July 7, 2009 Louis Vuitton launched a game for mobile phones prior to a concept store opening in Tokyo. Language: JP

[object Object],[object Object],“ Game” type of application. (Free) 64 vehicles from the Stuttgart Mercedes-Benz museum are presented through a cards game. Languages : EN, DE Users ratings Perfekt Super app funktoniert super onlinemodus genial Genial! TOP APP für Mercedes Fans! Specificities Description Hit

[object Object],Home Page Puzzle Watch Selection About HH Fondation “ Game” type of application. (Free) Puzzle Game 2 levels of difficulty More than 50 challenges Language: EN

[object Object],[object Object],“ Video” type of application. (Free) 6 minutes movie from Olivier Dahan, with French actress Marion Cotillard. Topic of the movie: Lady Dior bag Languages: EN, FR Menu Screenshot Film Screenshot Film

[object Object],Home Page News News About HH Fondation “ News” type of application. (Free) Last news about the Fondation de la Haute Horlogerie. Languages: EN, FR

[object Object],Watch Home Menu “ Mini site” type of application. (Free) Latest news about 5 modèles Harry Winston models Store location Languages: EN

[object Object],“ Mini site” type of application. (Free) Latest news about Hugo Boss Collections presentation Store location Newsletter registration Videos Languages: EN Home Details Menu

[object Object],“ Mini site” type of application. (Free) Latest news about Fendi Collections presentation and interviews Store location Videos Languages: EN; IT Home Wallpaper Menu

[object Object],“ Mini site” type of application. (Free) Presentation of the Cap Cod model Store location Wallpaper Languages: FR; CN; EN; JP Store Details Watch Users ratings Une très jolie montre La montre est magnifique. Je suis vraiment un fan d'Hermès. L'appli est simple mais fonctionne très bien. j'aime vraiment l'option Auto-Lock. HERMES GRANDES HEURES Application parfaite avec la cerise sur le gateau pour "auto-lock". Décidément cette entreprise s'entoure des MEILLEURS !!!

[object Object],Home Video More Users ratings Très décevant ... Impossible de regarder une vidéo sans être couper toutes les 2 secondes, plantage de l'appli en regardant des photos et pour couronner le tout, tout est a télécharger depuis Internet, pas d'accès, pas d'appli... Dommage Les vidéos plantes trop souvent impossible d en voir une complète, pour les photos c'est pas mieux. “ Mini site” type of application. (Free) Latest news about the dealer. Store location Videos - Pictures Languages: EN

[object Object],“ Mini site” type of application. (Free) Multimedia magazine for Porsche fans. Memorization of your car parking place Newsletter On line store Languages: DE

[object Object],“ Mini site” type of application. (Free) Presentation of the new Chanel J12 model Video presentation Send to friends Visualisation of the watch on your wrist Languages: EN; FR; CN Users’ ratings Great Film! Gorgeous, a must-have for the true timepiece aficianado ... Advertisement, not application This barely qualifies as an application; it is mostly an advertisement.

[object Object],“ Mini site” type of application. (Free) Presentation of Longines collections News & Events videos 3D visualisation and wrist trial Stores location Language: EN Users’ ratings Schöne gemacht aber ohne wirklichen Nuten… Wirklich schön gemacht Ansichten. Filmchen und Wallpapers… aber leider ohne jeden Nutzen auf dem IPhone. Nicht mal eine Uhr, ein Wecker oder so mit meiner echten Longines kann ich damit aud dem IPhone nutzen und damit die Möglichkeiten auf dem IPhone in keiner Art und Weise genutzt- einfach hingucken und App dann wieder löschen. Schade Longines, da wäre deutlich mehr drin gelegen mit einer IPhone Master Collection, mit angezeigter und aktualisierter Uhrzeit, Datum, Mondphase – viel Phantasie braucht’s dazu wirklich nicht.

[object Object],[object Object],Following applications and podcasts, brand websites are specifically designed for access through the iPhone. Dior – Midnight Poison

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[object Object],Today, the prevailing application in the luxury industry seems to be a simple and elegant mini-site aiming at presenting a product or a collection and pushing forward the distribution network. Does it mean this corresponds to what iPhone users are expecting from the brands? Said otherwise, are we in presence of market driven or brand pushed applications? Users’ expectations can indeed be numerous, from exclusive contents to frequent updates or entertainment. Yet, any application’s success will depend upon its ability to live up to these expectations.

Created in 2000, IC-Agency is a leader in luxury digital marketing. IC-Agency provides its clients with services such as Analysis, Promotion, Optimization and Protection for their brands, products and services. We use our unique expertise in « high-net-worth » online behavior to increase our clients' Internet competitiveness. Among IC-Agency’s clients are many independent luxury brands as well as brands belonging to groups such as Swatch, Richemont, LVMH and PPR/Gucci. www.ic-agency.com www.worldwatchreport.com Who are we?

Contact IC-Agency Luxury Digital Marketing T +41 (0)22 702 07 64 F +41 (0)22 702 07 69 [email_address] 7, avenue Krieg CH – 1208 Genève www.ic-agency.com

iPhone Applications & Luxury Brands - Updated May 5, 2010

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