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June 05, 2013

Is There a New Segmentation in the App Market?

John Sculley was speaking on CNBC, talking about Wearable Tech and Machine to Machine technologies. He was asked why his company, “Misfit Wearables”, was building for Apple first and later for Android. His answer was an elegant one: “… And then they would build for Android.”

Is this a fair analysis of the issues of development? Objective C does not improve the user interface complexities and, in theory, there is more considerable interaction between the Android and the device than with the iPhone.

However, John’s issue may be that quality assurance on Apple’s structured interface is easier to accomplish. Apple is a safe place to launch if you have a team of developers that need help with the user interface. In effect, you come along for the ride on IOS. Compare that to the spin that Facebook put on.  

Facebook has taken a number of swings trying to get mobile right. They failed with their HTML5 attempts, as well as with their partnership with Apple on the Facebook app. In effect, the look and feel has been a guessing game with very little consistency. On the other hand, Facebook may be the most LEAN of mobile developers, and from them we’ll see  a steady progress of development.

But the trend I’m noticing is one of “markets.” 

For an industrial / professional device, Android has been the best place to develop. You can safely develop on Android and know the support and interface will still be there. In fact, as Blackberry 10 OS is seen by more players, I believe the ability to port Android will become a valuable aspect of app development in this market.

For a consumer-based model, Apple is the king, particularly in the U.S., where app revenue can be found in the discretionary wallets of millions. Playbook’s Bill Volk’s assertion that “Apple’s users pay for apps, while Android’s users don’t” still holds true.

As far segmentation goes in the development for wearable devices and machine to machine solutions, working with a smartphone is more about the idea of channel, than one of interface. Do you see your product as being driven by an app market? E-readers, games and music have shown that Apple is your ally. If you are driven by your own channel, and distribution of the app is secondary to your revenue model, Android is your friend.

If you walk into an Apple store you can find devices built to work with Apple. They are normally on either side of the Genius Bar, next to cases and covers. They are bought by consumers with the most time on their hands to look around while they wait for their appointment. Does this promote impulse buying or is it just smart merchandising?  You can also make the case that consumers are in “peripheral hell”, with $10 cases (at eye level) having as much -- or more -- shelf space than the lower shelves of devices waiting to be noticed.

John Sculley may have gotten the “misfit” term from the land of misfit toys. I believe the marketing prowess associated with Apple for third party devices seems … a missed fit.  Then again, I’m not wearing them.



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