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Its no secret that attracting app developers is crucial to the success of Windows 8, both in the short term and the long run. Windows 8 tablet and phone users especially depend on apps for entertainment, social, and productivity functions. A wellstocked app store is essential if Microsoft hopes to achieve the 12-month combined hardware sales of 400 million Windows Phone 8 and Windows 8 devices predicted by CEO Steve Ballmer.1 And as the 2012 holiday season approached, Microsoft could boast some early success: Windows 8 launched on 26 Oct 2012 with 9,029 applications available worldwide,2 close to the 10,000 app minimum many pundits thought it needed from the get-go. By the second week of November, the Windows 8 app tally grew to 13,000, and at the current pace of 362 apps added per day, its likely to reach the 20,000 app mark by early December.3 Thats the short story. But how can anyone make long-term predictions regarding the app developer magnetism of Windows 8? The real figures fluctuate weekly, its a whole new direction for Microsoft, and even the original (Apple) App Store has only been in business for less than five years. There is no real long term in the app world just yet. However, perhaps we can muster some predictions based on historical comparisons with iOS and Android developer adoption, some recent stats, and the existing pros and cons Windows 8 app developers face.
Apple took about 4.5 years to reach the 700,000 app mark; Android took 3.5 years. At the current growth rate of 10,000 apps/mo, Windows 8 will take nearly 6 years (2018!) just to match their 2012 app count. Still, its highly unlikely that the app count for Windows 8 will remain so neatly static. In terms of the historical and present numbers, its way too early to signal Microsofts long-term success or failure in attracting developers.
In a survey of more than 5,500 mobile app developers jointly conducted Aug. 22-28 [2012] by Appcelerator and research firm IDC, only 33% said they were very interested in developing for Windows 8 tablets. iOS on the iPhone and iPad, meanwhile, garnered 85% and 83%, respectively, while Android phones and tablets collected 76% and 66%.6 However, developer headcount doesnt necessarily indicate developer productivity. In August 2012 Forbes reported that AppStoreHQ estimates there are over 43,000 Apple iOS developers and 10,000 Android developers7 yet both platforms currently claim 700,000 apps in the marketplace. One of the widely discussed obstacles to attracting Windows 8 developers is the uncertainty of hardware sales. Developers want to see the large installed base of devices,
Launch dates Apple App Store Google Play (originally Android Market) 10 July 2008 Feb-march 2009
App count 1 year Current App after launch Count 55,000 30,000 120,000 at current rate of 10,000/mo 700,000 700,000
Approx. 18,000
and thus users, necessary to create revenue opportunities.8 Balancing the uncertainty, though, is the potential [the] enormous audience that could rise up around Windows 8. After all, there are 670 million Windows 7 users potentially upgrading to Windows 8 at some point.9 Currently, the only official Windows 8 sales figures available show that the Windows 8 software was downloaded 4 million times in the first four days after launch.10 While thats surely a good start, the few solid stats we can glean about developer intent and Windows 8 sales are inconclusive in light of determining Windows 8 developer attraction shortor long-term.
create apps that could run afoul of Microsofts stringent certification requirements. Consider the rules regarding adult content: Your app must not contain adult content, and metadata must be appropriate for everyone. Apps with a rating over PEGI 16, ESRB MATURE, or that contain content that would warrant such a rating, are not allowed. And thats the end of it. No Skyrim for the Windows Store, unless of course the developers go back and remove all the PEGI 18-rated content. Thats 2011s Game of the Year, banned from the Windows Store.11 But while Microsoft has restricted the distribution system, it has actually opened the payment system something Apples closeddistribution App Store doesnt allow. Any developer can use a non-Microsoft payment system, which allows them to skirt another Windows Store con: the 30% commission Microsoft takes from each app sale (up to $25,000 in sales, when the commission bite drops to 20%.) Most third-party commerce platforms give more flexibility in the business models that developers can adopt (eg time-limited trials, subscriptions etc) charge
considerably less. For example, Lotaris (declaration of interest: were writing this article so well stick to the facts) charge 9.85% and a 35 transaction charge on each app sold. In addition to the permissive open payment system policy, Microsoft allows developers to program in C++, C#, Visual Basic as well as web development languages such as HTML, CSS or JavaScript. By comparison, iOS only supports Objective C and Android only supports Java.9 But according to CIO: The ultimate promise of Windows 8 and Windows Phone 8 is seamless compatibility across multiple platforms. Apps will run on a PC, a tablet and a smartphone, allowing developers to reach an army of users. Such versatility will make Microsoft unique among its competitors.9 The potential to make apps more profitable based on an open payment system (or Microsofts tiered commission policy), plus some essential programming conveniences, may or may not result in increased developer recruitment. So far, the pros and cons simply dont point to definitive division among developers (although its probably safe to say diehard
an average of 1,500 new developer registrations every day since the conference, and more than double the Windows Phone 8 SDK downloads in the first 8 days compared to the 7.1 SDK. That works out to a 17% increase in the total number of Windows Phone developers.12 Incremental advances and fluctuating statistics may be all we have to base predictions on for some time to come. But if the wishywashy nature of long-term developer predictions leaves you unsatisfied, consider the worth of a confident prediction made by Steven Ballmer in an interview with USA Today in 200711: Theres no chance that the iPhone is going to get any significant market share. No chance.
About Lotaris
Lotaris gives application developers, vendors and distributors an alternative way of managing and monetising their mobile applications. The Lotaris platform allows apps to be licensed according to the behaviours and preferences of their users, maximising both the usability and profitability of the app. Major customers include Symantec, SEGA, Capcom, and Digital River. Find out more at www.lotaris.com.
References
1. http://venturebeat.com/2012/09/05/ballmer-400m-windows-phone-8-windows-8-devices/ 2. http://www.winappupdate.com/windows-store-taking-inventory-at-launch/ 3. http://thenextweb.com/microsoft/2012/11/06/windows-8-store-hits-13000-apps-as-growth-slows-but-momentum-remains-strong/ 4. http://en.wwikipedia.org/wiki/App_Store_(iOS)#History 5. http://en.wikipedia.org/wiki/Google_Play#History 6. http://www.computerworld.com/s/article/9231876/Microsoft_s_long_term_Windows_8_app_strategy_may_backfire_say_analysts 7. http://www.forbes.com/sites/darcytravlos/2012/08/22/five-reasons-why-google-android-versus-apple-ios-marketshare-numbers-dont-matter/ 8. http://www.computerworld.com/s/article/9231876/Microsoft_s_long_term_Windows_8_app_strategy_may_backfire_say_analysts 9. http://www.cio.com/article/721001/Can_Windows_8_Give_Developers_What_iOS_and_Android_ Lack_?page=1&taxonomyId=3061 10. http://mashable.com/2012/11/19/windows-8-falling short/?utm_source=feedburner&utm_medium=feed&utm_ campaign=Feed%3A+Mashable+%28Mashable%29 11. http://www.gamasutra.com/view/feature/179420/ 12. http://www.wpcentral.com/microsoft-boasts-big-numbers-after-build