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Posted by Julie Ask on December 13, 2009
HitFix launched their iPhone application at the beginning of last week. They basic service provides entertainment - movie, TV, performing arts - listings near where you are or where you live.
I judge the quality of mobile services within the context of the Convenience Quotient. (See report). I define the benefits of mobile services as immediacy (value of having the information or service now), simplicity and context. This service does all three fairly well though I'd like to see it do more.
Immediacy - let's me see what is playing nearby and soon. Would love to see the application go beyond pure forms of entertainment like films and TV, but this is a starting place. I would have liked to see local festivals and street fairs ... or "Christmas Tree Lighting in GG Park," but I know this is hard.
Simplicity - Let's me link to an area to purchase movie tickets from within the application. That seems basic, but it is not a no-brainer to get all of these partnerships lined up. If it could link to my DirectTV DVR service so I could record TV shows I find within the application, that would be cool.
Context - uses my location/shows me what is nearby.
They also do well to help with discovery by promoting the iPhone application with two banner ads on their home screen. The link falls short though by simply connecting me to the Apple web site where I can download iTunes - it doesn't give me directions for finding the application within the App store or give me much of a description.
Here's a screen shot: