The big players have realized the market value of having mobile apps: ESPN has a game score app, Pizza Hut has an online ordering and coupon app, and Coca-Cola - in their brand genius - has put out several games that subtly reinforce their brand. The logical next step is making apps for the rest of us. There are companies that have been popping up this year all over the place offering to "create a personalized app for your business". The trouble is that what they create is basically an advertisement - and consumers aren't going to download an ad. Consumers want value.