Will Android Market Overtake Apple App Store?

The Android App market has been growing at staggering rates, even though Apple still holds global dominance when it comes to number of total apps and app downloads, this dominance might soon come to an end. According to research by Xyologic, a mobile industry business intelligence firm and app search provider, monthly app downloads for Android devices can soon match those of iOS devices. Xyologic’s forecast predicts both app stores to reach 3.2 billion downloads by June 2012.

The forecast is based upon the hyper-exponential (growth within growth) growth Android Market is currently experiencing.  Although such aggressive growth rates are potentially hard to sustain, contrary to Xyologic’s previous expectations, Android Market has shown no signs of slowing down. Meanwhile, Apple’s established App Store is expected to maintain the same growth rate, without any sudden increases.

As of September 2011 Apple is still in the lead with 1.4B app downloads, vs 0.64B app downloads accumulated in that month from the Android Market. However, Xyologic is already noticing a change, with Android experiencing higher monthly downloads compared to Apple in Poland, the Czech Republic, and Portugal.  If this trend continues we can expect to see Android become the number one platform in more countries around the globe in the coming months, encompassing a bigger audience pool.

Although the total app download numbers are not the most important numbers to the publishers, they do provide them with an adequate feel for the size of the market, since other numbers such as app revenue are much harder to come by. So what could all this mean?

Well, having the largest app market, and highest monthly app downloads have always been an important pillar in Apple’s marketing strategy. Matthaus Krzykowski, co-founder of Xyologic believes If they are longer posses a clear dominance in the mobile app space, at least in terms of volume, then they might have to look for a new marketing angle by 2013.

Again, I want to make a note that the number of Apps available for download is not the most important figure, the quality of Apps available is also a big influencing factor, even if Android Market reaches Apple App Store figures, Apple could still lead in terms of quality.  However, a shift or change in app market dominance can encourage Android developers to boost quality.

So what do you think?

Will Android continue to enjoy the same staggering growth rates? And how will this affect the mobile space as a whole? Does Apple need to come up with new marketing angle?

Source: Xyologic

1. Don’t build an app just for the sake of building an app- Businesses are starting to recognize the enormous potential to interact with customers through the mobile platform. As this area expands everyone wants to jump on the bandwagon, especially if their competitors are already embracing the mobile space. The automatic reaction that I often witness is a panic stricken one attached to the words “I need an app… Can you make me an app?”. This reaction is also paired with the misconception that a ‘mobile strategy’ is essentially having an app. Examining the business model to determine the most relevant path into the mobile space, be it a mobile website, an application, or a mobile campaign of sorts might encourage businesses to be more objective with their approach.
2. An app will not solve all your mobile needs- Although an app can serve as a tool to utilize the mobile channel, businesses need a strategy that could come in the form of a combination of SMS campaigns (if need be), mobile websites, mobile commerce, mobile social programs and/or perhaps a tablet strategy.  Exploring mobile commerce capabilities, customer engagement practices, along with possible loyalty programs that are built into a mobile campaign would be a more comprehensive way to tackle mobile.
3. One size does not fit all: As a marketer you don’t need to reach far beyond your personal experience to figure out that mobile is different than the website/online experience. Apps or mobile websites are not just mini websites, and “porting” your site into an app/mobile websites is not a mobile strategy. Mobile devices are used differently, so you don’t just take all of your content and move it onto 320×240 pixel screen. Ask yourself: ‘how much time will my user spend navigating a website on their mobile device?’.  Be selective about what you put out in the mobile space and remember that generally less is more.  Also, take into consideration that mobile usage happens at different times of day, and in different settings for the user, so what you serve should be relevant to time and location.
4. If you build it they wont come: An app or a mobile website is like any other product which requires a promotion and distribution strategy. Identify your target audience, assess your distribution channels, and give your audience an incentive to use/download your product. It may seem elementary to point out that existing and potential customers aren’t psychic, and they’re certainly not browsing the various app stores to see if your brand has decided to offer mobile services.
5. Although this would suggest that you will need to build apps across the various platforms, its important to focus on the old principle of “quality over quantity”.  So if you are at a cross road and deciding between doing an HTML5 app that will work on all platforms, I would recommend that you go for quality (in native form), rather than quantity (in HTML5 form). Disclaimer: HTML5 can be very useful, even in-app, but must be handled with expert care and used for certain design patterns.