Application downloads look great in an ROI report, but when you take into account the proliferation of digital devices entering the market, the cost of producing unique brand experiences across all of them is exorbitant. You could spend a boatload of money creating and distributing this app only to have no one use it.

I believe that brands should consider open APIs for developers. I just had an article published on Mashable.com that makes the case. Love to hear what you think in comments.