App Stores: Boon, Bane or Both for Mobile Handset Platforms?

app-store-iconAn 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.

mobilize_logo_sampWe’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.

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