An iPhone App For A Dog’s Charity?!

An iPhone App For A Dog’s Charity?!


Most people would think that you were barking up the wrong tree if you suggested keeping a virtual dog on your iPhone; however, ‘Mobile’ of twentysix digital marketing agency have joined up with Dogs Trust, the largest dog welfare charity to create iMutt, a fantastic app that gives iPhone users an impossibly cute virtual rescue dog to tend to for five days, including giving him regular walks, feeding, grooming and generally keeping your new best friend as happy as possible in order to help him find a new home!

We caught up with Mobile Director Phil Mundy for a quick chat about all this doggy madness…

iPhoneAppCafe: Hi Phil, thanks for meeting us.  iMutt seems like such a wonderful cause, well done!  So, when did Mobile begin developing such fun apps?!

Phil Mundy: Well we were mobile games developers since 2005 – so to develop apps seemed both a natural progression and a great opportunity.

iPhoneAppCafe: Tell us about the progress of iMutt since it’s start date up until today.

Who's a good boy then?!

Phil Mundy: We reached out to the Dogs Trust, the UK’s largest canine welfare charity, and approached them with some ideas around promoting their brand, and raising awareness through the use of apps.

Which is your favourite app that Mobile has developed?

Phil Mundy: iHobo – it generated so much debate, and really polarized opinion – over 1M downloads over the last 6-12 months and everybody had an opinion. We also had the opportunity to work with a number of very talented people from different creative industries – this convergence created a very dynamic app.

What advice would you give to budding young app developers?

Phil Mundy: It can be a lot of work to create an app – art, programming, sound, graphics, marketing, design, testing. The list goes on. Don’t be afraid to reach out and form teams. The world if full of people who want to be a part of something creative, and you can achieve so much through partnership.

iPhoneAppCafe: Tell us what you think about the use of iPhone apps in the charity sector, i.e. is there a big scope for it?

Phil Mundy: Some charities have a challenge engaging with younger audiences. Apps are a powerful way to reach out and engage with that demographic. But as a warning, apps must add value. They present an opportunity to educate, and engage through a rich interactive experience. The App Store is a bit of a jungle, and charities’ will get no special treatment from users, so their apps must be as compelling as a commercial alternative.

iPhoneAppCafe: Tell me a few highlights during your journey to becoming a successful app developer.

Phil Mundy:

  • Getting an app store number 1 with iHobo.
  • Getting rave reviews for Flight Frenzy on the Android Market place
  • The relief every time we see ‘App ready for sale’ come through from Apple!
  • Getting great reviews – it’s always great to know people love our work!

iPhoneAppCafe: What have been the main challenges that Mobile have had to face?

Phil Mundy: It’s always tough being an independent developer. Technology changes rapidly, from different versions of iOS to new hardware. The market is also full of great developers, so we have to push quality, and creativity every time we work on a project.
iPhoneAppCafe: What’s the future for iMutt?

Phil Mundy: Launch in the US and across the world! There is a lot of appetite for an Android version… And of course, ‘iMutt 2’!

iPhoneAppCafe: Do you have any plans to release another charity app?

Phil Mundy: We have recently been approached by another major charity to help them reach out and engage through an app.
iPhoneAppCafe: Tell us anything else that iPhoneAppCafe fans might be interested to hear.

Phil Mundy: We have just launched Soccer iCon – it’s one of the most original takes on football to hit the App Store – check it out!

iPhoneAppCafe: Thanks for talking to us Phil and good look with all of your do-gooding!

Download iMutt for free and help support the Dogs Trust!



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