The mobile "appsplanet", BlackBerry AppWorld, had a big make-over on August 20, 2010: Credit card and carrier payment options were introduced; app discovery improved; bar code scanning, the new BlackBerry User ID and a lower 99c pricing options were offered. In addition, and very important to developers, porting to new BlackBerry OS 6.0 on BB Torch 9800 got significantly easier. The good news is there has been an increase in demand for paid apps.
BlackBerry AppStore PAID downloads surge
Proxpro Inc, the company that built award winning Prompt, the punctuality app, a premium application that tells people to leave early, when there's unexpected traffic, so they are always punctual. Proxpro has seen a 3X increase in subscriptions on BlackBerry Appworld. This is very good news for developers, RIM and consumers.
New Carrier Storefronts are making their mark.
In June 2010, Prompt, the punctuality app was certified on Verizon Vcast for BlackBerry Curve and Storm devices. Proxpro gets many more downloads on Vcast, compared to BlackBerry AppWorld, this from one carrier on a limited number of devices. AT&T are pulling out all the stops to get as much content on their new storefront, that replaces AT&T MediaMall soon.
Will Verizon and AT&T eclipse BlackBerry AppWorld?
This is a question of content, quality, discovery, upgrade app transfer and billing. Previously the automated billing through the carrier was a significant advantage. AT&T and Verizon will say they certify apps to a higher standard which may reassure their customers. The carriers can also throw marketing dollars at their favorite apps - white labeling still remains the ultimate goal of every developer. However RIM have introduced BlackBerry ID, when you upgrade your phone, which is a strong incentive to buy apps through RIM. From a developer standpoint the margins are the same (please note Ovi Store and Sprint) but the carriers are lively to offer additional billing options (monthly for instance).
Conclusions
RIM's BlackBerry have done a great job to level the playing field. I expect all ships will rise with the tide but the carriers still have an advantage and I expect them to build a strong presence over the next 5 years.
Author
Julian Bourne
CEO & Founder, Proxpro Inc.
Prompt - the Punctuality App - multiple award winner
Available on Verizon Vcast and BlackBerry AppStore
Scrunchr - The Social Magnet - coming soon to iPhone, Android and BlackBerry.
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