September 18, 2011
Last week Verizon held its Verizon Developer Community (VDC) Conference in Las Vegas, where the company unveiled an updated and newly branded Verizon Apps store, which replaces the VCast app store. The Verizon Apps store includes improved search capabilities through a partnership with Chomp. Verizon certifies the apps in the store and is reducing the time necessary to test and install new applications to within two weeks. The Verizon Apps store will be accessible on Droid smartphones, and users can purchase apps and pay for them through their Verizon phone bill. Verizon is also creating a new private application store for businesses, which will include applications built by enterprises and third parties to address the specific needs of line of business workers within the organization. These enterprise app stores will provide yet another distribution channel for developers.
It is important to recognize that mobile application developers have a lot of choices regarding which mobile storefronts they use to distribute their applications, including the Android Market, the Apple App Store, and app stores from many other telecom operators and mobile device manufacturers. To capture the mindshare of developers and facilitate the success of the store, it is important to:
1) Provide marketing opportunities for developers. Competitive application stores include hundreds of thousands of applications, making it difficult for developers to get visibility for their applications. Developers also want to ensure their applications are seen by the correct user segments. Offering segmented marketing programs to ensure relevant users have visibility into the appropriate applications is a way to address this issue.
2) Leverage the extensive user base. Verizon is the largest mobile operator in the US. This differentiator should be highlighted to developers, who can leverage Verizon’s broad reach into mobile users in the US. In addition, preloading apps on phones and educating end users on how to use these applications can also be a key differentiator.
3) Consider new revenue sharing models. Currently, the standard revenue share between developers and storefronts is a 70/30 split. However, offering developers even more of the revenue pie would encourage the developer community to take note and encourage them to create more applications.