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Built-in Apps Vs Standalone Apps

There are two approaches with one common purpose - to tap into the bustling world of apps. The app market has considerably changed the digital landscape and brought in a paradigm shift in user-device engagement.

Author: Prince Sinha
Date: Apr 12, 2013 - 2:10:20 AM

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There are two approaches with one common purpose - to tap into the bustling world of apps. The app market has considerably changed the digital landscape and brought in a paradigm shift in user-device engagement. Until a decade ago, when phones were only viewed as cordless devices to make calls, apps have brought in complete user engagement to the device. Built-in apps have been around for sometime, although they weren't categorized as "apps"� then. Apps like Address Book, Call Register, Calendar ring a bell? Well these were built-in apps that came along with specific devices or platforms a couple of years back. Then there was this time when customers started seeing apps separate from their devices. This shift in focus was brought in by the music and gaming industry. Platform and/or device standalone apps became popular. Let's look at both these approaches (in-built vs standalone apps) to see how they influence the app market today.

Built-in Apps:
We cannot talk about built-in apps without talking about iPhone apps. Apple has been hugely successful in designing and marketing platform and device specific apps. iPhone was the first smartphone that came bundled with a load of amazing built-in apps. iPhone apps had much riding on the success of this device. Apple was so successful with this approach that it built its App Store around apps catering exclusively to iPhone, iPad and iPod through its iOS platform. A couple of advantages of taking the built-in apps approach is listed here:

1. Device Specific Apps: Built-in apps can harness the hardware's processing power and specific functions to design feature rich apps. Such built-in apps can give the end user an amazing user experience. A good example is the built-in Search iPhone app. While other apps with similar functionality can search a specific file or folder, this iPhone app can search the entire iPhone (all the folders, emails, text messages, contacts) and pull out relevant results. Built-in apps designed around a device can do that and more.

2. Customized Package: Built-apps can be designed keeping the device's target audience in mind. For instance, a customized package of built-in apps exclusively for music comes with the iPod. Built-in apps that are fully customized for a target audience can add perceived value to the device.

3. Monopolistic Market: App developers coding built-in apps can take advantage of this approach by offering some unique features. Many such successful built-in apps have been patented by their parent companies bringing in huge revenues through license fees and royalty. The exclusivity the built-in app enjoys in the market goes without mention.

Standalone Apps:
Google has been heralding this approach with its Android platform and app market, Google Play. Standalone apps have their place in this landscape as they cater to a number of device OEMs who prefer licensing a platform along with their apps. The dominant player Google has been extremely successful with its standalone apps approach. This can be seen in the sheer number of OEMs queuing up for Android apps, including world's No.2 OEM for smart phones, Samsung. Although Android can't be classified as a global platform for phones, its market share is staggering. Except Apple and Blackberry, every other manufacturer has a device running Android. Here are a couple of points that make standalone apps so successful:

1. Cost Saving Approach: More OEMs prefer standalone apps as they bring in a huge cost benefit that would otherwise be spent on expensive R&D. It's a lot cheaper to license standalone apps and pass the cost saving to the customer. This is one of the USPs of Android apps.

2. Universal Application: Standalone apps offer the freedom to be universally used across different devices, platforms and form factors. This presents a potential to reach a massive target audience.

3. Visibility: When a larger number of OEMs prefer standalone apps, the end user gets to benefit from getting familiar with his app. The visibility provided by standalone apps lead to their popularity and eventually their ease of use the customer gets to appreciate. If success of Windows in the PC domain is anything to go by, standalone apps only stand to replicate that success in the app domain.

Whatever the approach, we have the solution. We at App Developers have a history of releasing blockbuster apps both that are built-in as well as standalone.

We're a mobile app development company who've worked extensively in the field of iPhone apps and Android apps. Our app developers have released iPhone apps and Android apps that have have received critical market acclaim. The next best app to be released could be yours! Why not get in touch with us and see how we can transform your idea into the next best app? Call us on 0422 710 780 or email us on team@appsdevelopers.com.au to know more.

View all articles by Prince Sinha

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