As I wrote recently in my post on “content, speed & style of the message”, I guess once Pimco saw that parent Allianz delivered the annual report in a stylish iPad app, the firm had to follow suit and show that they continue Bill Gross’ motto of “even the greatest performance in the world doesn’t mean anything if nobody knows about you.”

The firm’s new iPad app gives you all things Pimco and it actually might help the firm get the message out beyond just Gross. Most web visitors only go to the site to read Gross IO, but the layout of the app showcases the overall messages more.

You can still get the IO efficiently, but you might stop for a second to look at some of the other messages and views displayed.

As we find in our new book on Asia, “Building Bridges”, asset holders more and more are looking for intelligent thought leadership from their asset management partners. Proactive and tailored information delivery.

To be sure, other US firms have apps as well – Fidelity has one, Vanguard launched one today.

The interesting comparison is that while those firms focus on news and updates across a broad range of investment topics, Pimco decided to solely feature individuals and their views to stand for the firm – it will be interesting to see how these fundamentally different branding approaches will impact the overall perception of asset management firms going forward.

The leaders have their apps ready – many more will surely follow soon. Definitely not a party to be late for, as especially distributors are taking this space very seriously when selecting managers and funds.