Android vs. iOS: Who Will Reign Supreme?

The battle continues over which is the superior platform – Android or iOS. Everyone from users to marketers have weighed in with their future predictions, past musings and current praises and complaints. From a developer’s perspective, things remain uncertain and, at times, contradictory. Here’s the low down based on the latest research.

A couple of months back, the general opinion was that app developers were turning their attention to Android over iOS, because of its rapidly increasing market share. A survey from Appcelerator indicated that the momentum was shifting in favour of Android, closing the gap on current app development that traditionally favoured iOS. The idea behind the supposed shift was that the Android platform is considered to have the best long-term outlook.

The latest news, however, turns that theory upside down. It appears that Android continues to take a back seat to iOS, in part because, well, it’s not as mainstream cool (those Mac commercials still make us chuckle). While Android operating system is still the big winner on the charts (46.3% of US smartphone owners running the mobile operating system) according to the Strategy Analytics’ survey, “App Developer Attitudes and Behaviours,” it seems that Apple’s iOS platform remains near and dear to developers’ hearts, with 51% saying they plan to write for the “iTeam” (iPod, iPad and iTouch) platforms in 2012. Yes, Android is fast approaching a majority share in smartphones among US customers, but it now seems that the platform is suffering among its app builders, with interest rising only 30% from 23% in 2011. If it’s not one thing, it’s another.

That being said, it seems that Apple’s status among the people writing app code comes from the multiple device types now using the operating system, with the iPhone down 26%. In fact, the real growth for iOS comes from the iPad, which attracted only 8% of developers last year, but will get 19% in 2012 (+138%). With more than half a million apps now cataloged in the Apple App Store, over 150,000 are compatible with or written specifically for the iPad.

Experts such as Strategy Analytics report author and Director of Apps Research, Josh Martin, expect that money will talk and developers will continue to favour platforms that offer the most diverse ways of generating revenue.

Piper Jaffrey recently estimated that Apple’s App Store substantially outperforms the Android marketplace for developers, with Apple responsible for about 80% to 90% of revenue generated by the app market.

What do you think? Will iOS continue to corner the market in app developers despite Android’s appetite for market share? Or will the interest in the iTeam fizzle out and watch Android steal their fan base?

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.