This seems to come under the heading ‘gratuitous apps with no obvious benefit’. Whilst I think that branded iphone apps have undoubted potential to enhance customer engagement and service, the Brittney Spears iphone app seems to serve little purpose.

Whilst the app itself is feature packed: photos, videos, apps, tickets, chat etc, it is the iphone demographic that I have a problem with. It’s only 3% of the US phone market (and probably the same or less in other territories where it is sold), users are over 18, usually over 24 years old. So who in this marketing would be interested in the activities of Ms Spears?