Branded app implementation at the London symphony orchestra

Gosling, VK; Crawford, G; Bagnall, G; Light, BA

Abstract

This paper considers the key findings of a yearlong collaborative research project focusing on the London Symphony Orchestra’s development, implementation and testing of a branded smartphone app. This app was designed to primarily sell discounted tickets, engage and inform a student audience. A mixed-method approach including an analysis of the technology, focus groups and interviews was used. Though the aims of app developers and marketers are often to provide customers with more choice and interactivity, this research suggests that though the app proved a useful mechanism for selling discounted tickets, it indicates that existing customers were mostly enrolled and mobilised via a limited and focused functionality for the app.

• Journal Article Type: Article
• Publication Date: May 3, 2016
• Deposit Date: Nov 19, 2014
• Publicly Available Date: Jun 15, 2016
• Journal: Arts and the Market
• Print ISSN: 2056-4945
• Publisher: Emerald
• Peer Reviewed: Peer Reviewed
• Volume: 6
• Issue: 1
• Pages: 2-16
• DOI: https://doi.org/10.1108/AAM-08-2013-0012
• Publisher URL: http://dx.doi.org/10.1108/AAM-08-2013-0012
• Related Public URLs: http://www.emeraldinsight.com/loi/am
• Additional Information: Additional Information : Arts and the Market previously published as Arts Marketing: An International Journal