In the past week, a new Twitter client has been creating waves around the web. And for a change, it isn’t an iPhone app but rather Gravity, a S60 Twitter client.
As a Nokia 5800 recently landed in the Taptu office, like a magpie I picked it up right away and installed the application to find out what the fuss was all about. It turns out to be one of the most polished apps I’ve used on an S60 device, and while I still feel like I could attack the 5800 with a nail gun* – being used to the smooth iPhone experience – I can appreciate that apps of this standard could change the landscape for app stores outside of Apple’s world.
But what does it take to become a mobile application developer?
Choosing a business model
The first decision an indie developer must make once they’ve decided what kind of application to build is whether or not to try to monetise an application. Some reasonably good apps have been released as complete freebies by generous geeks who create them as experiments but we’ll leave those out of the equation for the time being and look at those who do wish to make a bit of money from their labour.
Developers must make the decision between two models; ad-funded or paid-for software. Each have their pros and cons, and in the case of the soon-to-be-released Taptu iPhone app, we have opted for a free service, supported by relevant ads to make the app as accessible to all users as possible.
Some, like Iconfactory’s Twitterific for the iPhone get their pie and eat it by using both models; they offer two versions of the app, a free ad-supported one and a paid one.
The price is right… or is it?
Choosing the paid-for model brings up the ultimate question: What’s the right price for my app?
Each market has behaved very differently on this front; the majority of iPhone apps cost peanuts, but can often be monkey work. Other apps, like Things cost $9.99 (£5.99) but buyers generally feel it’s worth every cent. Most, however, opt for the “safe” $0.99 to $2.99 window.
Outside of the iTunes Store however, it’s still a fairly Wild West. With Nokia’s Ovi Store not yet launched and rumours of central app stores for other mobile operating systems, there are fewer precedents set and fewer apps up for comparison. There are great apps for non-iPhone devices, but the lack of centralisation makes it much more difficult to find, buy and install. In response to that issue, some fans have taken the issue in their own hands; Symbian-Guru, a blog dedicated to news surrounding S60 devices, has set up its own S60 app store, for example.
James Whatley shared his views on the pricing of Gravity a few days ago:
“The market has changed folks. Dramatically. And as much as I’m loathed to say it, thanks to the iPhone App Store and more recently the Android App Store, consumers (normobs if you will) are used to paying £0 – £3.00 for their applications. Anything more than that is an indulgence at best.”
Sustainability is key
Looking at the sub-£3 ($4.50 or so) applications published, one must wonder how many apps a developer needs to sell to cover basic development time, let alone make a profit to justify continued development?
Assuming that an application is sold for a round ol’ $5, sold in the iTunes App Store, $1.50 is taken by the middleman, leaving the developer with $3.50 before the taxman requests his share. He then provides ongoing support, answers questions like “I don’t know how to plug in the cable to my phone, how do I install your app?”. For a market like the iPhone, with an App Store very conducive to buying and standard hardware setup, there is potential for a developer to break even, or even make some pocket money, but what about S60 and other platforms where users have to pro-actively hunt down software and sometimes don’t even know 3rd party software IS available?
Gravity developer, Jan Ole Suhr, says:
“Mobile software is viewed as offering lifetime updates, unlike desktop software where upgrades are often paid-for. While developing new features and improving the software constantly, the developer only earns revenue from new customers. It leads to a cycle where developers offer free upgrades, they run out of steam when the app brings in only a trickle of income. As a result, they can’t justify the time it takes to fix or improve the app, it falls in disrepair, users complain and say that apps are generally of poor quality.”
The cheap-as-chips iPhone mentality has set expectations that mobile software should be free or nearly so, yet no one expects desktop software companies to sell their app for $5, do they? We keep wishing for mobile devices to be more like computers, with more functionality; this means more time and effort for the developers behind it. In short, developers are people too.** People with bills to pay and a job to do.
Expectations for the future
While I strongly believe there is a market for high quality paid apps for all mobile platforms, I think we’ll be seeing a division in the future; cheap, fun but disposable pieces of software and quality, durable and highly maintained apps.
Each will have its place in the market. Productivity, communication apps and high-end games will most likely be sold at a premium, while disposable, silly apps will go for the price of a chocolate bar.
James Pearce hits the nail on the head by saying:
“Anecdotally? I would say they deserve someone’s 7 pounds more than a crummy British sandwich shop does for a soggy roll and coffee. It’s adding major functionality to a device that cost almost 3 orders of magnitude more. Good software ain’t cheap. (Soggy rolls should be)”
This is the direction I expect to see paid mobile software take, alongside the ad-supported applications. I keep my fingers tightly crossed that, learning from Apple’s inviting – if imperfect – App Store, the other mobile platforms will release useful, user-friendly app stores in the next few years, making it easier than ever for users to get their mitts on interesting applications.
[* Rest assured that this view isn't shared throughout the Taptu office and others are giving the 5800 plenty of TLC]
[** Might get a tshirt printed with that on... Or does it already exist?]