When asked to rate their feelings and behaviour surrounding theuse of mobile apps, smartphone users agreed that they feel posi-tively towards brands with useful or entertaining apps, that theyvalue the personal service they get from apps and that they feel pos-itively towards brands with useful or entertaining apps. As Chiemet al. (2010) observed, creating an app which offers sustained use-fulness and relevance to the consumer is key to mobile marketingsuccess.