It’s nearly impossible to talk about marketing without discussing mobile devices. How many marketing teams at other companies would love to have a well-designed mobile app that many of their customers installed on their device? Many OEM brands have this – yet the owner apps may be totally disconnected from marketing, or worse, actively work against the marketing that the rest of the company is sending. This roundtable session will review the state of OEM owner apps, driving customer engagement with apps, and current usage of apps as an OEM marketing channel. We will also think about apps from completely different industries and how we can learn from them. This session will be a success if OEMs can take ideas back to their app teams or marketing teams to drive future sales or service retention.