SOUTH PASADENA, Calif. — As Seen on
TV Inc., a mobile sales platform provider for marketers in the exploding As
Seen on TV products space, announces
Apple’s final approval of its new As
Seen on TV Official App — the official iPhone sales app for the As
Seen on TV market. The app is now
available for free on Apple’s i Tunes
App Store and will also soon be available for other smartphones, including
Blackberry and Android.
“As Seen on TV Inc. has been
working on creating the right mobile
commerce solution, specific to the
DRTV industry, for almost a year,” says
Brad Feldman, CEO of As Seen on TV
Inc. “The company was formed to ad-
dress the growing need marketers have
in how best to maintain control over
their own mobile sales channel, while
being challenged with the current app
environment that requires significant
audience scale.”
Early in the process of developing
the app, Feldman met with BJ Fazeli,
founder and leader of Irvine, Calif.-
based BJ Global Direct, marketers of
the successful DRTV Kymaro brand,
among other products. “We have
been looking at possibilities for a third
screen for direct response — the mo-
bile device screen — for some time,
and in meeting with Brad earlier this
year, his background in launching
Internet and mobile businesses, as well
as the back-end capabilities of the app
and the power the platform could bring
to the entire direct response marketing
business, made us a very early adopter
and supporter of the As Seen on TV
Official App.”
Feldman adds, “BJ was really a step
ahead of other marketers we met with
and has been a champion and pioneer
of what we’re looking to accomplish for
the entire industry from the get-go.”
According to the company, market-
ers selling products through the new
app will now have “groundbreaking”
control over selling products directly to
consumers via a mobile device. With
mobile commerce expected to over-
take online commerce in the coming
years — Morgan Stanley analyst Mary
Meeker, one of the leading experts
on mobile and Internet technology,
predicts mobile Internet users will out-
number desktop Internet users by 2014
and says adoption of mobile Internet
today is outstripping early Internet
adoption in the 1990s at a rate of 11-
to-one — As Seen on TV Inc. focused
on creating a mobile commerce plat-
form for the DRTV industry that puts
the control of product sales firmly back
As Seen on TV Inc. Launches Industry-
Wide iPhone App Sales Platform
By Thomas Haire ( thaire@questex.com)
As Seen on
TV Inc.’s
iPhone App is
designed for
industry-wide
sales capabilities.
CONTINUED >
into the hands of the marketer.
Fazeli says, “Android smart phones
are now outselling the iPhone. The
latest reports indicate that 175,000
Androids are being sold daily in the
U.S., accounting for 32 percent of mar-
ket share. iPhone has hit 28 percent
market share (more than 52 million
sold to date), so between just those two
technologies, an app that works with
both technologies soon will cover 60
percent of the U.S. mobile market.”
Feldman talks at length about de-
veloping everything from a technology
platform to a business and operational
model that keeps marketers in control
of their own products and customer
service while making it simple to
add an incremental sales channel to
their existing business. He contends,
“Whereas the Internet provides a plat-
form for single product sales, to gain
true efficiency and generate significant
sales with mobile requires a focus on
