In relation to the CRM objective, tool-centric apps recommend products to branded app users; game-centric apps foster brand engagement while also collecting user data; and social-centric apps build communities to engage with loyal customers, while the sharing function allows customers to communicate positive brand images to their social circles. Table 4 shows how different types of apps can be used to achieve different business goals. The second recommendation concerns how differ-
ent features are used in app designs. Depending on the type of branded app, companies can choose to include various mobile, social, and brand mention features.