I think we are all familiar with iPhone’s “There’s an App for That” commercials. I used to be amused by the gimmicky applications such as the Zippo lighter, and would show them off to my friends, especially those who didn’t have iPhones. Then I’d get bored and delete them only to download another useless app the very next day. However, with top name businesses getting into the mix, my mindset toward mobile apps has completely changed. I now restrict my iPhone space to applications that are going to serve a purpose and benefit me as a consumer.

So how should businesses go about designing a mobile application? A recent article on successful iPhone application strategies suggests that a business must be able to answer three fundamental questions:

• Why are we building this?
• What are we trying to achieve?
• How are we going to measure it?

Once these questions have been answered, applications usually fall into one of two buckets. Either they will be used as branding or revenue tools. Although branding apps gain quick popularity, the attention is usually short lived, and, ultimately, they get deleted. In order to be sustainable, an app needs to drive revenue by meeting customer needs and expectations.

For example, the new GEICO GloveBox app allows you to pay your bill, document and photograph an accident, and request roadside service, all from the same application. Pizza Hut created an app that allows you to build your own pizza, place an order and take advantage of special offers. Both of these apps have specific purposes, serve as customer service tools and help drive revenue.

So what can consumers expect from iPhone apps moving forward? Perhaps soon, they will start saving lives. Although this sounds far fetched, a recent story described how an earthquake survivor in Haiti used an iPhone health application to diagnose and treat his injuries (including a broken foot) until he was rescued. Maybe as a way to drive patients to their locations, we will see hospitals and health clinics develop mobile apps that help consumers diagnose illnesses and make appointments directly from their phones.

An article on next-generation apps gives a glimpse into the future, showcasing how they are moving beyond just touch to incorporate all of the human senses. Examples include an app that allows patients to cough into their phone to help diagnose the flu or pneumonia, as well as apps that can interpret and respond to gestures. With new technology on the horizon, it will be interesting to see how businesses will utilize next generation apps to drive additional revenue.