AARP has entered the mobile content space with the debut of four new smartphone applications. 

The new AARP application for iPhone and iPod touch enables AARP members to carry a digital version of their membership card, giving them mobile access to member benefits, activities and programs. AARP is also introducing three separate applications for AARP The Magazine, AARP Bulletin and AARP VIVA that will be available for iPad, iPhone and iPod touch users.

?AARP recognizes that our members have active, vibrant lives,? said Nataki Clarke, vice president of digital strategy and operations at AARP, Washington. ?We want to be where the members are, whether that?s online, in print, on TV, radio and now mobile.

?The new mobile apps are just one more way AARP strives to help our members live their best lives,? she said, ?The now get access to information, discounts and services ? on the go.?

AARP is a nonprofit, nonpartisan social welfare organization with a membership that helps people 50-plus have independence, choice and control in ways that are beneficial and affordable to them.
According to AARP, the 50-plus audience is one of the fastest growing segments using mobile devices.

The AARP app
The AARP application for iPhone and iPod touch serves as the primary hub for users to connect to AARP and its media properties.

Created by Bottle Rocket Apps, the application allows users to keep up with the latest news relevant to the 50-plus community and share their favorite content from AARP.org via Facebook, Twitter or email.

Users can watch AARP video clips and keep on top of the latest benefits and services available to members.

Additionally, users can now renew their membership and even carry a digital version of their AARP membership card for easy access to member activities and programs and to receive discounts on products and services from benefit providers?all electronically and within the application.

The AARP applciation is free to both members and non-members and offers the best coverage for the 50-plus audience in categories like health, technology, travel and money.

AARP publication apps
Earlier this year, AARP debuted its Web-based digital newsstand where digital versions of the organization's publications are available in their entirety to AARP members, free of charge.

Non-member users can also access a sampling of the online content.

Three new applications now bring these digital publications to iPad, iPhone and iPod Touth users.

The online publications are powered by Texterity and offer readers additional features such as clickable URLs, full-text search of current and back issues, ability to clip and save stories from each publication, linking capabilities directly from articles to exclusive Web features and special offers, and the ability to search for articles and content.

Content from these three publications is also available via the new AARP applications.

What?s next
In the coming year, AARP will look to expand offerings to users with additional features, such as embedded video, streaming audio and video, and Spanish-language content.

AARP plans to expand member benefits by working with local partners to increase access to programs, activities and discounts on a more grass roots level.

The company is also working to incorporate social networking features and capabilities and will eventually integrate AARP.org's online community of more than 1.5 million users to the news and membership application.

?We?re employing a combo of mobile, social and online marketing tactics to reach this audience,? Ms. Clarke said. ?The goal will be to get those people already connected with AARP online to learn about and try the new apps.

?We are getting the word out using our most popular vehicles including our publications, newsletters, and the AARP.org Web site,? she said. ?We are also going to use mobile marketing banners to drive awareness while people are surfing the mobile Web.

?And lastly, some of our best promotions come from our fans and loyal users of the AARP.org online community, Facebook and Twitter.?

Dan Butcher reported for this story.

Final take
Giselle Tsirulnik is senior editor of Mobile Marketer
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