It’s not the app store stupid
With Apple’s resounding success in their App Store, major carriers and phone manufacturers are jumping on the app store bandwagon to avoid being a “dump pipe” or just another hardware manufacturer. With loads of new app stores and new ways to download applications, this is by far a better user experience than in the past than having to browse from a clunky interface on the web and syncing it on the phone or downloading it from unfamiliar and risky 3rd party sites.
Now with everyone and their mother implementing an app store, developers are the last piece of the puzzle to develop and fill up their catalog. But what carriers and new app store promoters don’t realize in the resounding success of Apple’s App Store is that it was on a narrow target of mobile phones and operating systems. This alone cuts down on the difficulty of the developer to develop and maintain a stable and worthwhile experience of applications so that the end-user aka customer can enjoy and return for more. With Windows Mobile, Symbian, Brew, Java, Android, Apple, Blackberry, and other OS’s, it gets pretty overwhelming to maintain and update across all these different operating systems. Let’s say you narrowly focus on two or three OS’s, Apple, WM, and Android, you not only cut yourself off from 50% of the market but you also expand the number of phones and screen sizes to develop for. Apple’s success was that it was a homogeneous product of devices (iPhone and iTouch) with little deviation between the two.
My advice to these new app stores, don’t try to preload every phone with access to the app store. Only preserve it for the higher end phones that can handle this and narrow down the hardware that it can work universally without having to pressure developers to program specifically around for a particular phone.