“In addition to user experience, there’s the issue of branding. Larger companies are strict about their identity. When a couple of guys build an Amazon application for iPhone, they won’t pay close attention to Amazon branding. Some will argue it doesn’t matter as long as it drives transactions for Amazon. Yes and no. Yes because the users will buy. No because the users will accumulate imperfect user experience and associate this with Amazon, which might add up to a big negative.”
