• by Mark Walsh  @markfwal, May 21, 2014

For Papa John’s, keeping things simple in mobile is key. Speaking on an OMMA Mobile panel on “Contextualizing the Brand,” John Ensign, VP, global digital marketing, at Papa John’s noted that the pizza chain launched mobile ordering in 2007, relying on SMS text, because few people then actually had smartphones. But he said texting remains a key tool for customer interaction because people don’t necessarily want to deal with the hassle of downloading and registering an app. The takeaway: don’t overcomplicate mobile because people don’t always want the bells and whistles.