What Can We Expect from App World?

What can we expect from the BlackBerry App World?
On 4th of March RIM announced their official name for the new Application Store previously code named Store Front. They came up with the name App World which I actually find pretty good. But will the App World really be a World full of Applications? Windows has one, Android does and Apple has the biggest. Will it survive in the World of Application Stores?
Some thoughts on why it will not be as good as expected might be the following:
1. The minimum price for an application will be $2.99 which I find is just too high. Through this no fart/fun/party/nonsense apps will play a role since you cannot charge $2.99 for an application that actually does nothing but entertain you for about a minute and then you only use it again to show your friends at a boring party. Maybe RIM will lower that price once the App World is online.
2. They’re too late! Apple’s AppStore went live in July 2008 and the excitement around it was excessive! Finally consumers found out that there are actually applications you can install on your mobile device and that it is not sooo difficult to install one. RIM should have followed that movement and put out the App World just after the AppStore. Now nearly a year passed and the hype about mobile apps is not so massive anymore.
3. $200 a developer has to pay to submit his apps. Wow, when I firstly heard about that I really thought we were getting ripped off! A developer has to pay 200 bucks just to submit 10 of his apps. For another 10 he has to pay again. If you enter your apps for submission and none of them will get approved, will that money be gone? What will developers do who only submit free, non-commercial apps with which they don’t earn money? Will they also have to pay or will those $200 be subtracted from your revenue?
4. There are already some really good reseller sites available. The MobiHand-CrackBerry alliance is probably one of the strongest. Their Software Store is filled with remarkable, practical and a lot of free applications. Why would a buyer who is used to the CrackBerry Software Store switch to another reseller site? Here he has everything he wants and the bought software will still be the same.
5. Only PayPal Checkout is available at the App World. Why is that? Does PayPal and RIM have an alliance now? Why can’t I use my Credit Card or Google Checkout? I know PayPal is the easiest way to checkout but they should at least give us another alternative. Now you have to create an account at PayPal if you don’t yet have one. Paying via phone-bill should also be an option! Would be nice and easy!
6. No Themes! Yeah you heard right: The App World will not support any Themes at launch. Why is that, RIM? I myself am not the biggest fan of Themes but I know that there are a lot of BlackBerry users out there who love them! Is it because installing Themes on the wrong OS can lead to bricking your BlackBerry?

Following these 6 Points why I think the App World will not be as successful as thought, I will list some reasons why I think it will come out as the winner at the end.

1. It will include more useful and productive apps than some other Application Stores. That is because it won’t include those $0.99 apps. There will never be a fart app on number one in the bestsellers and it won’t get trashed by nonsense apps. The BlackBerry is still a corporate device rather than a consumer device; that is why RIM doesn’t want those kinds of apps listed.
2. It’s for (nearly) all BlackBerry Devices and OSs! At first the word was that only the Bold and Storm would be supported in the App World or the Application Center but soon they let us know that all Non-Trackwheel devices will be supported. That’s everything from OS 4.2.0 and later! Right move RIM! Way to go! The following devices will be supported:
• BlackBerry® Bold™ 9000 smartphone
• BlackBerry® Storm™ smartphone
• BlackBerry® Pearl™ Flip Series
• BlackBerry® Curve™ 8300 Series
• BlackBerry® Curve™ 8900 smartphone
• BlackBerry® 8800 Series
• BlackBerry® Pearl™ Series
3. The submission of apps is easy and pleasant. At some BlackBerry-Software sites it was a nightmare to submit applications to the store but with the new Applications Submissions Terminal at the BlackBerry App World it is a pleasure to submit apps. Developers won’t be put off to not submit apps because at the App World it is really no big deal. You just upload all the important information and click submit. Now you have to wait until RIM approves your apps. Mine are still pending but I am sure that they will be reviewed soon.
4. It’s good news for the consumer! The BlackBerry is and was a corporate device; no denial about that! But with the App World coming it will draw attention to the consumer world as well. Finally those non-business BlackBerry Owners will come to their taste with new apps! It is clear that with the Storm RIM made a big move in the consumer direction and the App World is the next move. Great!
5. 80% Developer 20% RIM. That is probably the best about App World. The developer/reseller of an application gets to keep 80% of his sales. That is a lot compared to the 70% at the Apple AppStore. At other BlackBerry Software resellers sites the developer only gets to keep 60% which is really not a lot!
6. More Applications to come to the BlackBerry OS! Through this upcoming App World many developers will come to the BlackBerry OS (from the PalmOS or Windows Mobile) to develop applications for this OS. The BlackBerry OS is known for not having so many developers like e.g. Palm OS has. Now surely many more applications will see the daylight!

Questions that are still open:
Will it take long for applications to be reviewed?
Will freeware developers also have to pay $200 for submission of apps?
Will it really only be available in USA, Canada and UK? See the FAQ for this.
No Themes? Ever?
Will $2.99 always be the lowest price?
What’s up with the Application Center? Will that include all the apps that are in the App World?

Looking at all negative and positive aspects I foresee that the App World will definitely be a success. It’s the right move of RIM to also bring us an Application Store, following all the other Mobile Device Companies. Let’s hope that it will still be in this month!

Fabian Heuwieser – www.twitter.com/FabianMH