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It was really good being in the same room with you after reading about your work for so long, Adrian. I'll keep your definition in mind -- app = mobile services that solve one problem really well.

Hi Valeria,

Great post as always, I agree that apps have a great role to play in b2b, perhaps even more so than traditional communications as the audiences are typically smaller and the relationships or interactions between buyers and sellers are more complex. A couple observations I would add, which did not come up on the panel, are that the differences between a website and an app on the desktop are vanishingly small and that there's often little point in developing an app over a site. As a result, when we talk apps now, we really mean mobile or specialised devices. In those cases the apps that work best have a very focused purpose and don't try to deliver a comprehensive experience. They're about solving one thing/problem really well.

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