Not a lot of cases studies exist in mobile commerce sites which are actually profitable. But couple of days ago, I found this very interesting article. Domino's Pizza Iphone application generated $1.3 millions in sales!
“The challenge was to create an app which made it easy and fast to order a pizza, but at the same time offered something more to engage users and reinforce the personality and key attributes of the Domino’s brand,” said James Millett, multimedia manager at Domino’s Pizza.
“Our Web site is already optimized for mobiles but we wanted to make it even quicker and easier for customers to get a piping hot pizza, wherever they are,” he said.
The applications lets users find the closest Domino’s locations and pizzas can be customized by pinching to resize the size of the pie and choosing from a variety of toppings.
Additionally, iPhone users can enter to win money off of their next order by popping their pizza in the oven and swiping or blowing away the steam to reveal a code.
While Domino’s is preparing the actual pizza, customers can keep tabs on its progress with the real-time pizza tracker (OK, in my opinion, this part might be a little bit too much...).
The application also includes a pizza slot machine that lets customers shake their phone and randomly choose from Domino’s 75 million combinations of base, sauce and toppings (it is a cool feature, but wouldn't it be awesome also if you could check what people are ordering at the same time on Twitter? Could turn the app a little bit more social!).
Here is a video showing you how the application actually works.