Being pregnant just became a little easier thanks to a new iPhone app, ExpectingBaby, just released by Mead Johnson, maker of Enfamil infant formula.

Moms-to-be can track their nine month journey with customized week-by-week updates on a child’s development through photos, updates and pregnancy milestones via Facebook, Twitter and email.Continue reading...

As Google aims its bow at Apple and reveals a slate of new services for Android, consider the latest research report from IHS iSuppli, on the state of the mobile marketplace.

iSuppli projects that revenue from the four top app stores - Apple's iTunes store, Google's Android market, Nokia's Ovi app store and RIM's BlackBerry App World — will reach $3.8 billion in 2011, up 77% from last year. The total number of downloaded applications this year is projected at 18.1 billion, and by 2014, to almost double to an estimated 33 billion.Continue reading...

JiWire, the location-based mobile media company, is partnering with Geo-Loco for the first ever location-focused awards, The Locals, honoring the best in location-based services and advertising, including apps, individuals and brands.

“While awards have recognized many location-based services as a part of their roster, The Locals pay special attention to the achievement and innovation that has helped to develop this specialized community,” said Geo-Loco founder Mark Evans.

Brands, app developers, startups and advertisers can submit in eleven categories:Continue reading...

Formerly known as UberCab, Uber is an app for urbanites, acting as a virtual concierge to summon your ride with a touchscreen tap of an app on your iPhone or Android OS smartphone.

The brand dropped the "cab" part of its name to avoid hassles with local taxi licensing commissions in the US, particularly after officials in its hometown of San Francisco complained.

Moving on, the brand's quickly ramping up its promise of a quick and painless – albeit pricey – option to overcrowded public transit and a growing dearth of regular taxis.Continue reading...

Borrowing a page from the Field of Dreams that inspired its current MLB campaign, Pepsi MAX is betting that if it builds a "Clubhouse in the Corn" then baseball fans will come.

IntoNow, a mobile app startup owned by Yahoo, has teamed with MLB Advanced Media, the digital arm of Major League Baseball, and PepsiCo on an innovative campaign that raises the bar on digital ad serving and monetization. 

It’s another PepsiCo first, leveraging technology to bridge television and the real world to create interaction around a great experience — in this case, baseball.Continue reading...

Heineken makes history this week with the launch of StarPlayer, a 'dual screen' digital gaming app for the iPhone that makes TV into an interactive experience for football fans.

As an overlay to live football matches, StarPlayer lets fans at home watch UEFA Champions League games — which Heineken has sponsored for six years running — while playing real-time on a computer, iPhone or iPod touch.

Heineken is one of the first brands using an iAd to promote the launch of StarPlayer  in the UK.

Created by digital agency AKQA, the gaming platform’s 'dual screen' technology “involves time-dependent decisions on passages of open-play [and] makes StarPlayer a world-first innovation,” according to the official release.  James Hilton, co-founder of AKQA, says “the app is the most complex the agency has ever created.”Continue reading...

Nutricia, a Groupe Danone-owned baby food brand in the Netherlands, launched Baby Connection, an innovative app in the iTunes store on April 2nd, that aims to unite and engage moms-to-be and dads-to-be in the pregnancy journey.

When the parents' smartphones are placed side-by-side, for instance, the "duo-app" acts as one screen — but how to get men interested in tracking their baby's progress too? The brand's marketers came up with the "Instant Pregnancy Experience" for men (above). See the app in action below.Continue reading...

Someone at Sealy loves fortune cookies. Its new mobile app for iPhone and Android smartphones adds the phrase "in bed" to users' photos, to then be shared across social networks. It also appears that it has trademarked the phrase "in bed" — from its mobile download page:

"Silly? Yes. Life affirming, probably not, but we challenge you to capture an image that doesn't work...in bed.™ Go forth and remember — Whatever you do in bed, Sealy supports it™"