NBC's Today introduces iPhone App

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Todayshow.com is expanding its presence on the mobile phone with a new iPhone App. Before releasing this new application, NBC's Today was available through a text-based WAP site and through the MSNBC WAP site, but this new application includes a full rich media environment and is aimed at making a richer mobile phone experience of the show.

“We realized that today consumers are tending to engage with the brand on multiple platforms, and we looked at mobile as an extension of this brand experience,” said Jeff Maurone, product manager at MSNBC.com. “The iPhone allowed us to build an experience that is more evocative than just a mobile WAP site.

The application brings the Today show's branded news content to the mobile phone and includes news stories, images, video and interviews, as well as features on health, food and wine, entertainment, relationships and fashion. All of this content has been designed specifically for the iPhone experience.

The new application, which works on the iPhone and iPod touch, was developed for Today by mobile services firm Zumobi.

“The way consumers use mobile apps is different than how they use the TV and the Web, and we wanted to optimize this experience, not only for the phone, but for the iPhone,” said Cindy Spodek Dickey, VP, marketing at Zumobi. “The strategy is to continue to provide content rich branded user experiences that give a high level of user interaction and a valuable user experience for both consumers and for advertisers."

Advertising is placed next to the show's content through Zumobi's BrandBlast application.

The Today mobile app is free, and iPhone users can download it here.

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