App Stores: Boon, Bane or Both for Mobile Handset Platforms?
An excellent article in today’s WSJ covers a topic that James and I just had discussed earlier this morning over Google Talk. That topic revolves around the various mobile OS platforms and more specifically, the corresponding application stores that currently exist or are planned. What actually started our chat was James’s post this morning about the March Madness application. He asked me if I had seen it, because he was really impressed. Since I’m in the midst of re-acquainting myself with Symbian S60 on the Nokia E63, my iPhone is currently in retirement, so I haven’t seen the application. Unless you’re part of Apple’s mobile ecosystem, neither will you.
From a developer’s standpoint, the rise of application stores offer great promise for their wares and skills. While the trend towards application stores doesn’t preclude developing and selling software on your own, the potential exposure benefits are huge. Of course, it all depends on which wagon developers hitch their horses to. Not every development shop has the time, expertise and resources to develop great software titles for every mobile platform out there. And there’s no small amount of disparate, separate mobile platforms to work with. The WSJ points out at least eight: Symbian OS, BlackBerry, Windows Mobile, iPhone OS, Linux, Palm OS, BREW and Google Android.
I’d argue that with the rise of smartphones, BREW is becoming less important in the overall scheme. Palm OS development isn’t likely to completely disappear, but since all new Palm devices will run on webOS, that’s another to throw into the mix. Each of these platforms support different SDKs, APIs, programming languages and standards, so again: the smaller shops with fewer resources are more likely to focus on one or two platforms. If you were in that position, which platform would you choose?
I’m no developer, but I’d be looking for the “low-hanging fruit.” What I mean by that: All things being equal in terms of my programming skills and toolkit, I’d be hitting up the hottest handset. We can debate which one is the “hottest” all day long, so for now let’s use Apple’s iPhone as an example. It has a fast-growing base of customers and was the first to recently offer a structured, managed store that provides a set percentage to the development community. It’s safe to call them a leader in this space, since Google, Microsoft and others are following in the groundwork laid by Apple.
So for the sake of argument, let’s say I’m a small developer tied to the Apple iPhone and iPod Touch. Let’s say I create a killer application: you as a consumer buy it and I as a developer make a good penny. Everyone’s happy, right? Not exactly. What about the folks that own a handset on one of the other mobile platforms? I might not be able to effectively develop and support my killer app on the iPhone and provide it for your S60 device or your Windows Mobile handset.
Speaking of Windows Mobile, James reminded me not to overlook the large number of titles for that platform. How timely that Engadget compared most of the mobile operating systems and makes the same point. They correctly list the availability of Windows Mobile software as “High.” Only one other platform ranked the same: Apple’s iPhone with its 25,000+ applications.
Those kinds of number exemplify the issue. As a consumer, I’m shut out from much of the fun on this E63 handset. On my iPhone, I had a number of software choices for my Twitter client. On the E63, I’m not finding as many and those that I am finding don’t really compare to what I was using. (I’m using Twibble Mobile, by the way; it works on handsets that support Java.) Twitter is just one example, of course, and while there are many great applications on all of the platforms, I see danger ahead due to the application stores.
On one hand, they’ve made it easy and profitable for developers to create mobile software. It’s also become easier for consumers: one-stop shopping on the run and a simple micropayment system. It’s all good, right? Not exactly. The situation reminds me of one in the desktop space. For years, Mac and Linux generally fought and lost against Windows. One the main reasons? A lack of development activity providing a vast array of software solutions for the platforms. That situation has definitely changed for the better over the past several years, but I remember hearing time and time again that Mac or Linux wasn’t even a consideration for people due to the limited number of software titles. There were other reasons for sure, but that’s the one reminiscent of what today’s mobile application stores are bringing.
This leads to several questions. Does Apple have too much of a head start in this area? Are the amount of available software titles influencing consumer handset choices more than ever before? I’m not sure about the first question, but I suspect the answer to the second is yes…or soon will be. It’s interesting to think about just how much influence a successful application store can “herd” consumer choice in the mobile space.
We’re starting to plan our panels and forums for this year’s Mobilize conference coming up in September. I’m thinking this topic might be a good one to watch between now and then; possibly even have a discussion group on this topic. In the meantime, I’d love to hear your thoughts on the topic.
Tha Apple App store is far from new. For a OS manufacturer to run it, yes it’s new, but Handango and others for WinMo, Palm etc have been around for years. And frankly the Apple App store is a horrible place to navigate around to find Apps in if you want to have a browse.
Secondly, this is just Darwins theory for electronics in action. Developers develop for the hottest platform to maximise sales and the less hot fall by the wayside and dissapear. It’s the same reason that 10″ tablet pc’s have dissapeared. I think a 10″ screen is perfect. Most don’t so now I have to buy a 12″. Such is life.
When you choose your device make sure that you take app availability into account.
Gordon
I think the title is misleading: it’s not an App Store thing, it’s a disparate platform thing. I agree with what you’re saying. The emergence of OS after OS is making me nervous, because my OS of choice is losing developers to the iPhone, unfortunately. I’m afraid it will become the weak and sick, to use Gordon’s comparison. I like my OS. I want to find apps for it. But right now, everybody is rushing to iPhone. And then Android appeared too. Sheesh. Any more OSs to confuse things? It was AT&T’s major messaging at MWC in Barca. Nobody cared. Users do, I guess.
Oh, another thing: I’ve had an app store for years: Handango. What’s the big deal about all these?
Device integration, a better financial deal for developers, advertising and brand recognition for starters.
Fair enough, but they aren’t big deals for *me*.
I am not aware of the difference in revenue for developers between Handango and the app stores. I also don’t see advertizing or brand recognition advantages for a developer at an app store over Handgango.
Indirectly, these might be big deals to you (or not as you said). The various applications stores offer more of a cut to the developer. Some apps are getting featured in TV ads. Take those two things that Handango doesn’t offer.
If you were a developer would you be writing apps to sell them in Handango for less money and no mainstream media advertising potential? My money is on the app stores from a developer standapoint and that could mean apps in Handango begin to dry up. It’s a direct impact you at that point, no? Of course, that’s if my assumptions are right, which of course, are arguable.
That’s just Apple redefining the space. They did it with the ipod, then the iphone and now the app store. They take an existing idea and change it to suit the “Apple way”. And for now it works. So others will jump on board and try to get a bite.
So now companies like Handango will have to change or die. But it’s their call. They can sweeten the incentives to developers, do some advertising etc. Some will change and we move forward. Some won’t and they will perish or fade to a shell of their former selves. I’ve gone from Palm to WinMo and now to iphone. If 3.0 hd not been announced I may have gone to Web OS. Apple responded to the new wave and they will survive. It’s up to Handango and others to make the same leap.
I understand and I agree. I still don’t see a direct advantage of an app store to me. I was perfectly happy going to Handango. I think that they will fade away now. I agree that indirectly it makes a difference like you describe. Still don’t see the marketing advantage to the developers over being at Handango, but that’s because I don’t know how the specifics work.
The debate is that how would this impact the carrier business? I guess the bigger question is that how would this impact Google’s most awaited innovation in the Telecom business – The Google Android Operating System? I guess Google Android may make carriers wary of Android. Read the great article from Deepak at http://www.telecomcircle.com/2009/03/googlevoice/
Mohit, you *do* realize that it’s perfectly acceptable to leave comments here *without* a link to your blog each and every time, right?
There may be lots of WinMo apps, but how many are available for any particular handset? When I searched Handango, I was finding results in the low thousands, like 2000 to 3000. When I look at the iPhone, all 25,000+ apps work on both generations of iPhones. The Engadget comparison was not really apples-to-apples.