NEW YORK ? An AKQA executive who presented at the Yahoo Connect Forum said that 80 percent of mobile applications are downloaded less than 1,000 times and less than 1 percent are downloaded more than 1 million times. 

However, AKQA has created many apps that have exceeded 1 million downloads. The executive talked about AKQA?s work during the ?Everyone?s Doing it, No One is Getting it Right? presentation. 

?Over the past 18 months or so we have gotten two requests from clients,? said Rei Inamoto, chief creative officer at AKQA, New York. ?Mobile and social. 

?Doing mobile right is extremely difficult,? he said. 

For AQKA, whose clients include Nike, Delta, Volkswagen and Gap, doing mobile right is easy. 

The company has gotten over 1 million downloads for the Nigella cooking app, Nike Training Club, Delta, Gap?s Stylemaker and the Volkswagen GTI app.

Nike Training Club gives women their own personal trainer anytime and anywhere. 

The app promises to help women be lean, toned and strong. 

With audio guidance from a Nike trainer, the app suggests workouts based on the criteria set by the user. There are video demos of workouts. 

Women can work out to the tracks they love from their own music library. 

The app also includes motivational messages from top celebrities and athletes. 

Users can unlock rewards for training. Exclusive rewards include dynamic workouts. 

The Nike app launched on Jan 2. That is when men and women try to be in shape as part of their New Year resolution.

The Volkswagen GTI app was the first time that Volkswagen launched a model without spending any money in traditional media. 

The application was downloaded more than 7 million times to date. 

?We partnered with an existing game instead of creating a new one from scratch,? Mr. Inamoto said. ?Trying to do better in mobile? Find an existing audience.?

The company AQKA worked with is a game development company that already had a racing game app in the App Store that was $7.99 to purchase. 

?So what we did was talk with them to develop one that is Volkswagen-branded and available for free,? Mr. Inamoto said. ?Because real racing was an established franchise in the gaming world they had users and we used that audience. 

?That audience would be after that car because of the overlap between car enthusiast and tech enthusiast,? he said. 

Make a tool not a toy. 

Mr. Inamoto said that many of the requests AKQA gets for mobile apps are for short-term toys to delight consumers. 

?It?s just sort of a drop in the pond for a few weeks, not an extended lifetime,? Mr. Inamoto said. ?After you get entertained you can make an appointment at a dealership with the GTI app. 

?It?s the marriage of entertainment and utility,? he said. ?Don?t tell, enable. 

?A lot of brands and agencies are using mobile as yet another story telling medium. Here is tag line and here is a message. They should think about how to use mobile to spread that message.?

Mr. Inamoto talked about the multiscreen phenomena. 

In Europe, 55 percent of mobile use is at home. Also, 75 percent of TV viewers are dual-screening at home. And, 80 percent of people who watch sports watch at home. 

Heineken Star Player is an iPhone app designed to let fans interact in real time with the UEFA Champion's League.

Consumers get to play live with every UEFA Champions League match they watch on TV, and anticipate the outcome of match moments in real time to score points. 

Players can score off every supercharged opportunity ? every blinding passage of play. They can create their own league and take on friends for football bragging rights. Additionally, users can get their score on the global leaderboard to claim international glory.

?This app relies on the excitement of anticipation,? Mr. Inamoto said. ?We had to think about how to take the excitement of anticipation and turn it into the power of participation. 

?And, we needed to tie in taking advantage of the novelty of real time,? he said. ?We used all of this to exploit the sponsorship that Heineken has.?