Thumbs up or down for the app approval process?

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“However, we think the success of the store is now becoming a burden as apps are much more difficult to find. Adding the genius has helped but it is still not the optimal solution.”

Microsoft’s Windows Marketplace

The newest addition to the battle of the app stores is Microsoft’s Marketplace. Only launched last week in the UK, the store has 751 developers involved and launched with about 200 applications so has some catching up to do.

It was launched alongside the new Windows Phone 6.5 operating system so may have a new lease of life that the others lack.

Microsoft lays out its approval process very clearly with a list of what is not allowed – e.g. apps promoting other app stores, apps that enable VoIP and installation files over 10MB.

Perhaps youth is on its side, with so few apps available there have been few chances to complain. But a lot hangs on the performance of its new platform as previous Windows Mobile editions have not received much critical acclaim. If this platform performs well maybe the developers will follow.

Palm’s App Catalog

Another relatively new contender is Palm’s App Catalog but even in a relatively short amount of time, it has managed to cause controversy.

The Catalog as its known was launched on 6 June 2009 and has just 41 apps, but the Palm Pre is yet to even launch in the UK - until Thursday this week, that is.

It started just with free apps but in August allowed developers wanting to charge for their Palm webOS apps to submit them. All apps are reviewed, with a fee of $50 (£32) per app but the company does waive a $99 programme fee for open source apps to encourage users.

However, it received a tirade of abuse from Mozilla creator and developer Jamie Zawinski, who was angered, not just by the time the approval process took, but the fact Palm wanted to have ownership of his open source software, not allowing him to distribute it anywhere but through the App Catalog.

Needless to say the respected developer made his thoughts known and refuses to do any further development for the platform. Such a high profile critic may well damage Palm’s chances in the UK before it has even started.

Industry viewpoint

So are approval processes a necessary and suitable way to look after both developer and user in this relatively new market space or just over protective hoops for developers to jump through?

Ian Fogg, analyst at Forrester Research, said: “It is in the interest of the companies [Microsoft, Apple et al] that they have app approval processes that strike the right balance between keeping developers excited… and keeping consumers interested.”

He added: “It is a balancing act. What we have seen is different companies tweak their processes. It is not fixed and everyone is learning. It depends on the app store but each faces different challenges and has a different balance. App stores like Microsoft’s new marketplace are in launch mode so the key is to get developers engaged with the new platform. Apple however faces the challenge with having so many apps to maintain.”

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