Our BlackBerry DevCon wrap-up sees a bright future for RIM's App World.
BlackBerry had its iPhone 3.0 moment this week, when Research In Motion unveiled four new services for developers making BlackBerry apps.
Enabling developers to use in-app payments, push notifications and battery-friendly geolocation, as well as making in-app advertising easier, should kickstart a new wave of app development for BlackBerry, even if the APIs won't be available to the masses until the first half of next year.
However, the iPhone 3.0 comparison doesn't stop there. These new services can certainly be seen as RIM playing catch-up to Apple, since they've been available to iPhone developers since earlier this summer.
Actually, though, this is no bad thing. The unpalatable truth for all the smartphone platforms is that iPhone has the momentum right now when it comes to developer support.
Anything these platform-owners can do to persuade iPhone developers to look beyond the App Store is a good thing. Google has been calling up developers of innovative iPhone apps and trying to tempt them to Android, for example.
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RIM's announcements this week – backed up by its strong smartphone market share in North America and its 80-20 revenue split on the BlackBerry App World – will also act as an incentive.
BLACKBERRY USPS
That said, RIM execs have been gently but persistently pushing the message that Blackberry isn't just matching the iPhone's key features, but that it has some advantages – principally the ability of apps to run in the background, and also to tie into the native features of BlackBerry handsets, including its messaging, calendar and contacts.
One of the more meaningful buzzphrases in the conference keynote session was 'BlackBerry Flow' – the way apps mesh with the platform and with each other, rather than simply being standalone downloads.
Some examples were shown off during the BlackBerry DevCon. eBay's app, which uses push alerts and calendar entries for item deadlines, could genuinely sell BlackBerry handsets to heavy eBayers, keen for any advantage in their competitive bidding.
LinkedIn's app hooks into the calendar, letting people click on people they're about to meet to access their profile, to bone up on their background. And Loopt's Pulse feature relies on background processing to keep tabs on a user's location, and serve them up relevant recommendations.
BUSINESS TIME
Actually attending the BlackBerry Developer Conference is instructive, though. RIM executives like to point out that 80% of their new subscriptions are consumers, rather than business users.
However, that ratio hasn't yet translated to the BlackBerry developer community, which is still top-heavy with enterprise and productivity apps. No bands have yet followed U2 onto BlackBerry App World for example, and big entertainment brands are for now still focusing mainly on iPhone.
There are signs of a change in certain areas, though. Supporting the OpenGL ES standard will give BlackBerry gaming a shot in the arm, as evidenced by EA Mobile's appearance on-stage during the keynote.
On the music services side, too, there's interesting things afoot, with the award-winning 7digital Music Store due to be joined by streaming startups like Kik and Rdio early next year.
2010 is certainly looking bright for the BlackBerry app world (and indeed, App World). Carrier billing will be an important boost if it's rolled out quickly and globally, as feedback from developers here was that PayPal remains a stumbling block for a number of consumers.
DETAILS, DETAILS, DETAILS...
Meanwhile, when it comes to the success of RIM's newly-announced developer services, the devil will be in the details. In-app payments could be big, but what will the minimum payment be? iPhone developers complain that iPhone's minimum of $0.99 is too high, so it will be interesting to see how RIM's system compares.
Equally, RIM's plans for in-app advertising are intriguing. It's the first example of a handset firm / platform owner jumping in to the mobile advertising market in this way, on behalf of its developers.
On iPhone and Android, they're left to their own devices, but RIM's aim to make the process easier for developers seemed to go down well among attendees at this conference. Much will depend on which networks are involved, and how the business model works, particularly when operators are involved.
RATINGS SUCCESS
The App World will also face more challenges in the coming months. RIM revealed this week that it's considering implementing age ratings for its store, which would further test its approval process and submission guidelines.
What level of adult content would be allowed, and how will this compare to iPhone, Android and other platforms? How will the currently-fuzzy definition of 'malicious' content evolve, and could RIM find itself in a similar position for Apple, being criticised for double standards if it rejects certain apps but not others?
Don't forget, too, the question of pricing – ME's conversations with developers this week revealed that many long-term BlackBerry studios are concerned at the difference between the price they were selling apps for pre-App World, and now. This, despite the fact that prices on the App World are actually higher than on iPhone's App Store.
RIM can't (and indeed shouldn't) try to artificially inflate prices to the $10 mark and beyond, but its role will be ensuring the App World rollout and experience make the volume of users and downloads keep rising, to make the economics stack up more favourably for developers.
BRIGHT FUTURE
Even so, these are the challenges facing any successful mobile app store. Judging by this week, RIM at least has a firm idea of how its platform and store need to develop, and what the implications will be for app developers.
It doesn't seem to be panicking in the face of the threat from Apple, but rather sensibly bringing its platform into line with iPhone while trying to differentiate itself in subtle but significant ways.
There are certainly many reasons for BlackBerry developers to be optimistic about 2010 and beyond, judging by this week.
