How do you let everyone know you have an App Store? That's a question that Nokia are still answering over the Ovi Store (and to be fair even Apple continue to think about this question), as the availability of Apps has become one of the key marketing lines in 2010 for the smartphone. Someone in Nokia has been smart though, and they've not only lined up as the 'brand sponsor' for The X-Factor this year, but put together a Qt application to feed the fans of the show.

I'd still love to know how many downloads it does get, and how much the download numbers coincide with the commercial breaks of the 'talent' show, especially as there won't be an equivalent official iOS or Android application.

It's interesting what isn't in the application - the voting portion that makes up a lot of the show. You'll still need to use text or call for this, and this is down to Ofcom regulations for warning users of the cost in voting during the show.

So you're left with a glorified news application that has text and video which promotes the latest news and 'exclusive content.' And in that role, it does deliver (although I would like to see someone in the design committee banish the "loading..." bar and attack the long latency in loading the information into the application). [And don't get me started on the ten - count 'em - installing screens that are involved in getting a compatible device up to speed with the Qt libraries.... Grrr..... - Ed]

While it is a nice app, I don't think that the primary purpose is to get information into the hands of X-Factor fans, it's about two more subtle marketing messages. The first is that you can get applications for your Nokia (and dear developers, Qt can be used to deliver an app to someone as big as Simon Cowell).

The second is that simple phrase "available in the Ovi Store".

Alongside the Orange Wednesday application (review here) Nokia are showing what Qt can do, but more importantly, especially with The X-Factor application, they're telling people about it. Subtly, during every commercial break of Britian's most watched television show.

Is it the full blown shouting that some commentators would like to see? No it's not, but I'd wager that it's the perfect starter. 

The UK might be just one territory, but after the US it's probably the area with the biggest concentration of bloggers (I suspect Germany would be third, but don't quote me). Having a stronghold in the UK when playing Risk is a smart move. Making sure that the N8 has a lot of good press and internet noise coming from the UK is just as smart.

-- Ewan Spence, Sept 2010.