Branded app implementation at the London symphony orchestra

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