Designing the Perfect Mobile Application Store


I briefly touched on application stores as part of my last post, Creating a Better BlackBerry Experience. After re-reading the post and reflecting on some of the comments, I felt that a more in-depth follow-up was required to discuss why the overarching design of a mobile application store is paramount to its adoption, usability and ultimately, success.

This post will focus on how I believe the design of BlackBerry App World (“BBAW”) can be improved for both enterprises and consumers.

BlackBerry App World for Enterprises

When BBAW was first released, many BES-connected users had problems downloading applications due to permission-based issues. RIM can’t do much to change corporate policies, but RIM can implement a highly-anticipated BBAW for the enterprise. I am proposing that RIM creates an enterprise app store, similar to the app store announced by MobileIron in December 2009. MobileIron’s enterprise app store allows enterprises to create a repository of approved content and apps, which employees can then download and use with the full blessing of IT. In addition, an enterprise can create device or employee categories with permissions for certain types of content. As mentioned by Kevin Fitchard of Connected Planet, “Salesmen, for instance, would find Salesforce.com’s app in their approved storefront, while a field engineer would not. Both field engineers and salesman could have access to vehicle navigation services, and while a desk jockey might be able to download that same application, the company could set usage restrictions limiting when he or she could use it (say, business trips) or require the employee to pay the monthly service fee in a separately generated bill.” To me, this concept sounds like an app store that would help RIM sell more BlackBerry devices to enterprises, help IT administrators and make employees more productive (and happy) when mobile. Obviously, a more tidy billing mechanism will have to be in place, since I’d reckon the majority of enterprise won’t want to pay via PayPal.

BlackBerry App World for Consumers

In creating v2.0 of BBAW, RIM has a lot of work to do. My last post discusses a few elements that need improvement including the billing systems, pre-loads and fewer bugs. I’d like to add a few more points to the discussion. To begin with, the billing system needs to be more dynamic and allow customers to attach credit cards to their profile for frictionless billing. The billing systems should also be flexible enough to power additional business models for application developers including subscription billing and in-application micro-transactions. Why not bring the minimum price-point to $0.99 as well?

Steven Berkovitz chimed-in to mention that with BES 5.0, there’s a full-blown web version of desktop manager; it uses an ActiveX control to connect to your Blackberry for operations requiring a physical connection and personal data is sync’d over-the-air (“OTA”). However, this functionality doesn’t yet extend to previously installed, licensed and configured applications. As a consumer, wouldn’t it be nice to buy your next BlackBerry, insert your SIM card, load your user profile from within an OTA-driven application and click “Restore Profile” to then have your data, applications (auto-detect new BlackBerry OS and download proper build for the new device) and configuration settings loaded onto your new device OTA? That is one step towards a BlackBerry device that can compete with future iPhone models in delivering the experience sought after by the ever-smarter and bells-and-whistles-seeking consumer today.

Many users are also confused by not being able to find certain apps in BBAW that show up for their friends or colleagues. By design, RIM only shows its users the apps available for their device. In a future version of BBAW, it would be nice to show users all the apps and allow users to be notified (by push, email, SMS, etc…) when the app is launched for their specific OS and device model. This could also give developers a sense of what devices are generating the most demand for their product so that they could focus their development efforts on the makes/models and locations that are going to yield that greatest financial rewards or user adoption.

Ubiquitous Access

BBAW needs to come pre-loaded on all (new) handsets. End of story. In cases where mobile carriers have a contractually dominant position over RIM on controlling content or applications available to mobile devices, RIM should provide those carriers with sufficient access and privileges to formally reject specific applications for use by their subscribers for their own reasons. In concert with these changes, RIM should enter into a formal revenue sharing agreement with carriers so that revenues generated from application one-time sales, subscriptions and micro-transactions can be shared. Once these deals are signed, RIM (or the mobile carrier) should push App World down to all BlackBerry devices. IMHO, this would be a win-win-win scenario for RIM, carriers and consumers.

If you were RIM, how would you design BlackBerry App World v2.0?

Lessons from a BlackBerry App Developer


I just finished reading a very interesting article/story written by Marcus Watkins, who is the creator of PodTrapper. The article discusses his experiences and lessons learned in developing, pricing, marketing and selling his first mobile application on the BlackBerry platform. It was published June 22, 2009; so it’s still recent and very relevant.

Here is an overview of what it covers (taken from the article):

Introduction
BlackBerry Platform
Development
Look and Feel
It’s the Network
Background Apps/Memory
Pricing the App
DRM
Selling the App (Retailers)
Handango
Direct
MobiHand
BlackBerry App World
Initial Sales
Marketing
Sales Post-App World
Dealing [or not] with other companies
My Customers
Conclusion
Topic Outline

For all those BlackBerry developers out there. I hope you have had the chance to check out the App Store and apply for distribution through it’s channel; it can be extremely valuable. If you want to learn more about it, check out my blog post on the BlackBerry Partners Fund Blog called “The Next Wave: Mobile Applications and the BlackBerry Application Storefront,” which discusses some specifics about developing for BlackBerry App World.

Some BlackBerry developers (and outside observers) have recognized that there are some kinks in the process of getting onto BlackBerry App World. Kevin Talbot, co-manager of the BlackBerry Partners Fund, identifies some key issues plaguing BlackBerry App World and invites developers and others to comment and add their thoughts about what RIM can do to fix App World.

If you have just submitted an application, or are planning on developing an application soon, make sure to apply for the 2009 BlackBerry Partners Fund Developer Challenge.

Happy developing!