Firms use iPhone to appeal to consumers

By Cathy Rose A. Garcia

Staff reporter

As iPhone mania continues to sweep the country, a growing number of Korean companies are finding it important to have an iPhone presence as well by introducing free applications on Apple's App Store.

Asiana Airlines and Korean Air have recently introduced applications that allow their customers to check flight schedules, mileage points, airfare, maps and special events. However, customers cannot reserve nor buy tickets or check in through the two airlines' applications as yet.

The Korean Air app, which comes in English, Korean, Chinese and Japanese, also offers one-touch access to the airline's call center list, making it easier for users to call the hotline from their present location.

Banks and financial institutions have also joined the App Store with free applications for its clients, making it easier to access their accounts and even make banking transactions on the iPhone. These include Shinhan Bank, Kookmin Bank, Woori Bank, IBK and Korea Exchange Bank.

Credit card firm BC Card also came out with an application, where users can check their card balance, find places where they can accumulate mileage points, and has a link to the customer service center.

So far, most of these iPhone applications are free except for broadcasting company SBS which charges $4.99 for its application that allows users to watch its shows on the iPhone.

There are almost no restaurants that currently have iPhone applications. Except popular chain Domino's Pizza which allows customers to order through its Korean application.

Some companies are luring younger users with fun applications and Korean pop stars.

Cosmetics chain Etude House allows users to play with the trendy make-up collection endorsed by K-pop group 2NE1, while Coca-Cola's Mini-Coke application shows video clips of boy band 2PM.

Many of the applications have received negative feedback from users, who complain about system bugs and the lack of updates.

While some companies have embraced the benefits of iPhone applications, others are missing out on the opportunity to promote their products and services on this new mobile platform. There are more than 700,000 users of Apple's iPhones since KT started selling them in November 2009. A report by KT showed iPhone users in Korea have an average of 86 apps, mostly productivity-enhancing features, maps and camera devices.

There is a lack of iPhone applications from Korean retailers. They should take the cue from global fashion brands that have found ways to promote their brand and build brand loyalty through applications.

Top brand Chanel received rave reviews for its application, where users can watch videos and look at photos of the Ready-to-Wear Cruise 2010/11 fashion show.

Gucci's application features videos about the brand's history, store information and a music playlist chosen by its creative director Frida Giannini.