The Guillaume du Gardier Lifestream

How do you improve on a successful and widely downloaded mobile app that users are willing to shell out a buck for? If you're Kraft Foods, you release a new version containing enhancements suggested by your users and take the long-view of applications as a customer-engagement tool. You also might launch a free version, as Kraft has, to encourage sampling before getting people to commit to the paid one.

--> "Overall, everything we're doing reinforces our commitment to mobile as a strategic marketing channel, and a strategic lever within our overall customer relationship management program," said Ed Kaczmarek, director of innovation, consumer experiences at Kraft Foods. "We listened to our customers and their requests."