A look at two mobile Twitter clients: Hahalo (left) is web-based while TweetDeck is a native app.

With more than 100,000 apps and growing in the iPhone App Store, a lot of attention is being paid to creating iPhone web apps instead of iPhone native apps in order to decrease development time.

What’s the difference, you ask?

Native apps are actual programs that you download and install from the App Store. iPhone web apps are really just websites, but highly optimized to run in the Mobile Safari web browser on the iPhone.

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It’s an app world, and we’re just living it. Last month, Apple announced its two billionth application download. More proof of the surging interest: Apple doubled its number of downloads in about half the time it took to hit the one billion mark.

Apple’s advertising claims that there’s an app for everything. In fact, the world’s more than 50 million iPhone and iPod Touch users can now choose from more than 85,000 apps available in the App Store. But with such a crowded playing field, it’s hard to stand out. What ultimately determines the success of an app?

To find out, we looked at some of the hottest branded apps – those garnering substantial buzz in terms of downloads, ratings or pure word of mouth hype – and noted some common features that make them so effective.

1. Value – Does it enhance consumer experience with the brand?
2. Innovation – Is it unique in terms of creativity or functionality?
3. Purpose – Does it solve or address a specific challenge? Or, if the objective is to entertain, does it hit the mark?
4. Cool Factor – Would someone tell a friend about it, or tweet about it?

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You can now download and own a Kindle or iPhone-friendly version of 360i’s Social Marketing Playbook (image via Flickr).

Last week, Amazon decided to cut the price of its popular e-book reader, the Kindle, by $60 (from $359 to $299). InformationWeek reports that the company is rather tight-lipped about specific sales figures, but claims the Kindle accounts for 35 percent of book sales for those editions in which Kindle versions are available. We recognize that a good number of our readers are not only social marketing enthusiasts – but gadget-lovers, too. For that reason, we’ve made the Social Marketing Playbook available for purchase on Amazon.com.

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In the social and mobile space, utility is a magic word. Figuring out how to make your customers’ lives easier – and still remain on brand – is like the holy grail. Zipcar, it seems, may have done just that with their new iPhone application, planned for release later this summer.

The app, developed in conjunction with Apple, lets users choose and reserve a car, then uses GPS and Google Maps to locate it. According to Wired blog Autopia, the app will also sound the car’s alarm if you find yourself stranded in a parking lot full of lookalikes. If, as Wired reports, fully one quarter of Zipcar’s customers are iPhone owners, this application is certainly a tool that will add value to their zipping experience.

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Last week, Franz Ferdinand (the band, not the Austrian archduke) rocked a crowd of 2,500 during a show at Oakland’s Fox Theater – and then shared exclusive concert footage with even more fans through their branded Kyte channel. Welcome to rock n’ roll 2.0.

360i recently met with Kyte CEO Daniel Graf to discuss what the digital media platform has to offer for marketers. Kyte hosts several production and distribution tools – both online and through mobile channels – for a broad spectrum of media content. Like Franz Ferdinand, hundreds of artists – including Lady Gaga, Lenny Kravitz and 50 Cent – use Kyte to promote their music online and via mobile technology. Graf told 360i that one 50 Cent video (via www.thisis50.com) had garnered almost 50,000 views in an hour. Another recent show by the popular rap artist boasted 200,000 views.

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Are search engines for toilets more than just bathroom humor? (Image via Flickr)

When you have to go on the go, where do you go? Yes, even the vertical of toilet search engines is rife with competition.

There may be some kinds of searches that are more critical, like when you have an emergency need for a plumber or a proctologist. But on that curve of searches that are both critical to your well-being and likely to arise in an average month, the need for a good bathroom search engine hits that sweet spot; parents with young children will find such engines especially useful. It’s time to seek out the No. 1 bathroom search engine, even when you really need number two. Read the full article

From David Berkowitz, Director of Emerging Media & Client Strategy, live from the heart of Texas

360i is out in Austin this week for South by Southwest Interactive (we did mention we’re everywhere). A few notes from the show as it gets underway:

The hottest spot: The TechSet / Windows Blogger Lounge. This is the see & be seen place for the bloggerati, the twitterati, and the vendorati. It’s where you’ll find everyone from the bald and balding blogging old-timers (read: over 30) to the 22-year-old blonde social media starlets. What you may not find is a seat, but once in awhile people actually do this conference stuff called going to sessions, and you’re able to sneak in at a table. Read the full article