Managing project of new product promotion based on mobile applications

Distinct culture of mobile apps already exists and many companies are developing their branded apps. By this moment there are many successful examples of using it according to set objectives (e.g. Pampers Hellо Baby Pregnanсy Сalendar, Heineken "Сheers", Legо and etc). But publications and research papers on this topic are at their early stages.The necessity of right management of such project is becoming obvious as many stakeholders are involved in project of developing an application and as mobile technologies are constantly evolving. It was important moment to understand that for potential customers it’s more important reputation and qualitity of the application itself than brand or company issued it. It gives understanding the need of the right project management of mobile applications developing for promotional reasons. Such applications can be perspective tool of communication as since the beginning it will involve users into intimate dialogue with company/brand/exact products.It is one feature which differ successful applications from not successful ones. And it is innovativeness. The application has to be outstanding. It is more possible to create such applications while using project management methodology.The result of this paper is work breakdown structure for new product promotion project based on mobile application. It was created according to collected requirements to the scope of such project from potential users’ point of view and requirements of the market.