Media Perspective: App Store is perfect platform to show off those quickie ideas.(Apple Inc.)(Column)

Before we were so politely interrupted, I'd threatened to tell you of some of the interesting and revealing things that have popped up as iPhone Apps: things that point at some possibilities for brands and communications companies.

The iPod/iPhone and the App Store is a great platform for people with ideas: especially the little, fun, 'quickie' ideas that agencies are used to coming up with. You don't need the depth of a fully integrated website and social media campaign, you can do something irresistible and silly like iPint.

I think I've devoted the most iPhone hours to a devilish game called Drop7, an addictive cross between Sudoku and Tetris designed by a New York agency called area/code.

What's interesting is that it was originally developed on a website, as part of a promotion for a client. When that promotion was finished, area/code saw the value in the game, tidied it up, renamed it and remade it for the iPhone.

I've seen so many good agency ideas expire when the campaign they were running finished, and so many people lament the lost opportunities that come from not thinking about IP properly. Maybe the iPhone/App Store platform is a place that your fantastic little game can live.

Or there's Jetset by Persuasive Games: designed to satirise the increasingly bizarre and counter-productive security arrangements deployed at airports around the world.

It makes its point by letting you play the role of a security guard implementing ...