As we heard during this year’s M2Moms® Conference, mobile is becoming a vital part of a brand’s marketing mix so it isn’t surprising to see WhatToExpect.com launching a new mobile app for the iPhone. What to Expect Pregnancy Tracker gives expectant moms (and dads) round-the-clock, at-their-fingertips access to What to Expect—allowing them to track their baby’s development and their own fast changing and growing bodies. In its beta release, the Pregnancy Tracker became an instant hit and is already the most popular pregnancy app available for the iPhone. The app has also become an attractive new marketing channel to reach prospective new parents. In addition to tracking their baby’s growth, consumers also receive weekly updates on what baby’s up to development wise, weekly illustrations of their growing fetus and an opportunity to upload photos of their burgeoning bellies and to turn the photos into slide shows to share with family and friends. “If you’re expecting these days, you’re probably busier than ever – between work, those doctor’s appointments, that layette shopping, and more. Yet you still want to keep every possible pregnancy resource at your fingertips – and keep track of and share every moment of life’s most incredible experience. Now you can!” explains Heidi Murkoff, author of What to Expect When You’re Expecting. WhatToExpect.com has also launched the Baby Name Finder app for the iPhone. The application includes over 15,000 baby names which can be searched by gender, alphabetically and by origin. It also contains the top baby names for each year from 1950 – 2008 and the origin and meaning of the names included. Both applications can be found at www.whattoexpect.com/iphone.