App development remains difficult because of these five factors. Will they ever be remedied?
My day job brings me the good fortune of working with the majority of the top-grossing app developers. For the AppNation conference in San Francisco earlier this month, I was asked to organize and moderate a panel, "Rants From Top Grossing App Developers." The panel consisted of Giordano Bruno Contestabile (EA/PopCap Games), Cat Silvestre (DeNA/ngmoco), Daniel Pfeiffer (FunMobility), Jamil Moledina (Funzio), and me.
Rants from top-grossing developers might seem odd. As Jamil pointed out, why would a top-grossing app developer complain since it is, by definition, generating the most revenue? Therefore, included in my highlights are a few anti-rants.
Mirage of cross-platform. Giordano pointed out that the promise of cross-platform app development was talked about for 10 years, and we are still not there yet. From Jamil's perspective, we are seeing some progress as interfaces and monetization solutions are becoming more consistent across platforms.
Fragmentation is still an issue. From their experience working with feature phone apps pre-iPhone, Giordano and Cat both agreed that fragmentation issues have subsided a bit. With that said, fragmentation issues are still prevalent, and we aren't just talking Android. During Funzio's recently released hit iOS game, Modern War, Jamil said his team spent several sleepless nights working through fragmentation issues with older iPod touch devices.
People problems caused by the bubble. Daniel said it's difficult to hire good talent at a reasonable price due to unrealistic expectations versus the value and impact an employee brings to an organization. From my perspective, the trouble with talent acquisition largely stems from so many venture-funded mobile app companies. I'm reminded of the dot-com bubble, and how that impacted the early growth of my company. Daniel believes that a lot of dumb money is pouring into inexperienced startups with thoroughly unprofitable app concepts. Jamil disagrees, however, that we're in a bubble. He believes investments are generally rational given how big the mobile app space will be. From a hiring perspective, Jamil said the problem is not just hiring developers. The greatest issue, he said, is hiring top-notch artists.
Randomness of smartphone store policies. Daniel expressed frustration over the randomness of smartphone store operators' policies including their procedures and enforcement thereof. For example, Daniel cited the recent approval by Apple of Big Fish's use of subscription billing in a game, which was only days later rejected. Also, Apple forbade the use of incentivized app downloads in April 2011, even though our company's research shows that users who receive incentives can be highly engaged.
More intelligent ways to drive user acquisition are needed. While pleased they can generally target by country, Jamil would like to see mobile ad networks support demographic targeting.
Got a rant or anti-rant of your own? Please share in the comments.
Want to learn more?
Attend ClickZ Live New York March 30 - April 1. With over 15 years' experience delivering industry-leading events, ClickZ Live brings together over 60 expert speakers to offer an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Rob Weber co-founded W3i in 2000, growing W3i to be a leader in app user acquisition and monetization. For 42 consecutive quarters the company continues to be profitable and has grown to over 120 employees. For more than a decade, Rob worked to create solutions to increase distribution, drive revenue, and heighten engagement for app developers, such as DeNA, Gree, Kabam, PocketGems, and many other indie and public developers. Under Rob's leadership, W3i recently launched a mobile offer exchange that includes partnerships with leading offer providers.
Rob's business philosophy is to provide a collaborative environment developing solutions that provide value to app developers, advertisers, agencies, and ad networks.
In addition, Rob shares his passion for apps, digital media, and entrepreneurship by serving on the board of several tech companies. Rob recently presented at MobileBeat, GamesBeat, GDC, GDC Online, APPNATION, iPhone/iPad App DevCon, and also judged Start-Up Weekends.
Rob is an angel investor in a number of game, social media, music, video, and mobile app start-ups.
Singapore, 5-6 March
Bangkok, 17-18 March
Hong Kong, April 2015
A Buyer's Guide to Affiliate Management Software
Manage your performance marketing with the right solution. Choose a platform that will mutually empower advertisers and media partners!
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
March 3, 2015
1:00pm ET/10:00am PT