Kelley Blue Book launched an application for Google?s Android-enabled devices as part of its cross-platform mobile marketing strategy.

The free, interactive application provides Android users with crucial car-buying and -selling information to help make confident purchase decisions. Since its launch in the Android Market on Nov. 15, the app has received more than 50,000 downloads and is currently among the top 10 free Lifestyle applications. 

?Overall for mobile, we are looking to arm consumers with the information they need when they need it,? said Andy Lapin, director of architecture for Kelley Blue Book?s kbb.com, Irvine, CA. ?Our experience with the iPhone app demonstrates that some users will first look to download an app before using the mobile Web. 

?There also are users who were only finding us through the App Store,? he said. "Mobile apps grew overall mobile traffic, so we want to continue to target strategic platforms, like Android. 

?With Android we also had the opportunity to be the first major third-party automotive site to launch an app.?

Tracking value
Kbb.com's application also features a widget that can be positioned on the user's home screen to track their vehicle's value. 

Whether users want to track their trade-in value prior to buying a car or stay updated on their vehicle value's performance in the marketplace, the widget provides this up-to-date information. 

The widget can be accessed after downloading the application. 

Configure the widget by long-clicking on an empty space on the Android desktop, choose "Android Widgets," and then select the kbb.com widget from the menu. 

Easter egg
As a fun added bonus for its launch, there is a winter-themed "Easter egg" within the kbb.com Android application, featuring snow and a sledding child. 

The information found in the application and widget can help car buyers and sellers make more educated decisions with a better understanding of their current ride's value and what is considered a great deal for a new vehicle. 

Users also gain access to new- and used-car Kelley Blue Book Values, including MSRP, Invoice, Fair Purchase Price, Certified Pre-Owned, Suggested Retail, Private Party and Trade-In Values.

Wherever they may be, car buyers and sellers can use this information in vehicle transaction negotiations.

In addition, car shoppers can find a local dealer with detailed maps and directions, and view vehicle photos and new-car video reviews from the expert editors of Kelley Blue Book's kbb.com. 

Cross-platform
Kelley Blue Book's kbb.com also offers an app for iPhone and Windows Phone 7, and a mobile-optimized Web site for non-smartphone users. 

To access the optimized site, consumers can visit http://www.kbb.com on a mobile device to be automatically redirected.  

?Our brand resonates so strongly with values, we thought this was a perfect opportunity to take advantage of Kelley Blue Book?s strengths and something unique to the platform,? Mr. Lapin said. ?Like our other smartphone apps, we also are taking advantage of built-in sensors on the phone like GPS.

?We believe apps today are a huge part of a mobile strategy, and we want to make sure we have an app for the most popular consumer devices,? he said. ?It delivers a better experience to the consumer, builds usage and helps Kelley Blue Book?s kbb.com continue to be the leader in mobile automotive information.?

Final take
Here is a video of a consumer talking about his experience with the KBB iPhone applications. It is quite amusing.

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