Service Design should be seen as the driver for designing the most innovative mobile applications. When designing innovative applications, it is important to innovate at a service level as well as and integrate ‘talked about’ innovative application characteristics into your service channels. If you separate the service and delivery levels, you can focus on innovating for multiple touchpoints. This way your iPad, Samsung tablet or Google TV become simply a service channel rather than a service destination.
Apps can help to drive the creation of new services by allowing people to do new things with your service. They are also a fantastic way to drive innovation. Apps help people to understand a service and expose new customers to a service. If you want to maximise your investment, use your application to gather data. After all, your application is simply an interface to an innovative service.