Bob Schukai, global head of mobile technology at Thomson Reuters, has urged brands to create an emotional connection with consumers when designing mobile apps. Speaking at Mobile Marketing Live this morning, Schukai asked delegates to name their favourite app. Gmail, Debenhams and the London Underground app were among the examples cited.
What connects all three, said Schukai, was not that the apps are useful, or free, both of which apply to the apps mentioned, but that, when the delegates who namechecked the apps did so, they did so with a smile on their face. 
Schukai was second up this morning, following Alex Kirmse, head of mobile at shoe e-tailer, Zappos. On stage now, delivering the Day 2 Keynote, is Thomas Husson, principal analyst at Forrester Research. More on that later.
