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Pizza Ordering Apps May Be Half-Baked
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From Jennifer Litz of Ever since Pizza Hut announced it generated a million sales via its iPhone app in a little over three months, pizza operators have been abuzz about the potential for takeout ordering applications for the iPhone and other mobile devices.
But app usage stats provided by Pinch Media, the premiere mobile application analytics company, are sobering: Only 20 percent of users on average return to apps the day after downloading them. Paid apps have better involvement track records than free ones, but not by much. Usage time declines by almost a third in first month after use alone.
That hasn't prevented tech-savvy companies from trying to entice restaurant clients with success stories like Pizza Hut's. Moglumedia yesterday introduced MogluRBN, an iPhone-based solution that makes it easy for restaurants, bars and nightclubs to engage with customers through their mobile devices anywhere and anytime.
Designed specifically for the hospitality industry, MogluRBN is a mobile presence package that combines a custom-designed iPhone application with managed content updates, real-time analytics, strategy consulting and customer support. The cost? A steep service charge of $45 to $195 a month. 
But the company claims MogluRBN is an affordable way for restaurants, bars and nightclubs to keep customers informed of menu items, drinks and upcoming events, offer mobile coupons and exclusivity passes, receive feedback through comment cards, support mobile ordering and more.
"Restaurants, bars and nightclubs understand the value of a mobile experience as a way to connect with customers on the go. But until now, mobile has been prohibitive in terms of time and cost," said Edison Thomaz, founder and principal of Moglumedia. "MogluRBN offers a mobile solution for the hospitality industry that is affordable and truly end-to-end. We bring businesses to mobile, keep their content fresh, and review their mobile strategy on a regular basis to make sure it's working for them."
MogluRBN is available immediately under three subscription plans: Basic, Plus and Premium. While all plans include a customized iPhone application (with the subscription services listed below), the Plus and Premium plans offer an application with additional features, more frequent managed content updates and, for the Premium plan only, monthly consultations on mobile strategy.
A MogluRBN subscription includes a custom-designed iPhone application, submission of custom iPhone application to Apple's App Store, real-time iPhone application usage analytics through a Web dashboard, mobile strategy consultation and management and updating of mobile content.
But before you rush off in hopes of creating the Next Big App, keep in mind that the only food-related app in Apple's list of all-time most popular paid downloads is iBeer. It turns the iPhone into a virtual glass whose suds you can drain at the tip of a phone. People pay a dollar for it.

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