The Coming Darwinism of IPhone Apps

There's an App for That -- for Now

Posted by Chris Cunningham on 11.18.09 @ 02:40 PM

Chris Cunningham

I've been fortunate to be at the forefront of apps. Prior to starting my company, I was leading the charge for the app's predecessor, the widget, and this led to my fascination with Facebook's 2007 move to open its API to third-party developers and publishers. And what I've seen on Facebook -- a winnowing down of the number of apps -- will soon be happening to the iPhone platform.

Consider the evolution over the past two years: According to Facebook statistics, there are more than 350,000 active apps on the Facebook Platform. But of that massive number, just 250 have more than a million monthly active users. That means less than a fraction of a percent of all the apps created provide enough "value" -- whether that's entertainment, community, utility or fun -- to attract a sizable audience.

Sending a virtual pizza, in the case of Send a Pizza, had no value. It was basically someone spamming your Facebook page, despite the good intentions. However, if you're playing a Facebook-based card game and you just won a big hand, sending a pizza via the game's virtual goods market -- effectively rubbing it in that you just took a bunch of a friend's chips -- well, now, there's value in that. See the difference? One delivers no value, while the other drives the social aspect of the game, keeps the poker table lighthearted and, most of all, delivers fun. In Texas Hold'em, you can send all sorts stuff from a box of tissues to wipe away the tears, to a mug of beer to drown sorrows, to a cigar to enjoy the moment, and much more.

Apps that provide value are experiencing tremendous success, not to mention attracting significant advertising dollars. Take Circle of Moms community on Facebook -- one of the 250 or apps that are reaching more than a million monthly active users. (Disclaimer: we work with Circle of Moms.) Circle of Moms, which is built on Facebook, has established itself as a web destination. With more than 2.3 million monthly active moms, Circle of Moms understands its audience -- moms -- and advertisers targeting that audience have realized it's not a place to slap up banners but a place to offer up relevant content and promotion.

On Facebook over the past year, we've seen Darwinism in apps. Is the iPhone next? The latest TV spot talks about that there are more than 85,000 apps available for the iPhone. That's far from the 350,000 on Facebook, but it's a lot of apps. Will iPhone apps travel the same road as Facebook apps -- the road to quality, not quantity? I think the answer is pretty clear. If you're an app developer for Facebook, the iPhone or both, think about value first.

The app developer community is incredibly smart -- I know, we've partnered with many of the leading companies. But before building developers and publishers should step back, ensure that what's about to be built fills a need in the marketplace, makes someone's life easier or more fun. If not, it's time to go back to the whiteboard.

And if you're an advertiser and you want to send a brand message to an audience over and over, move along. Social media marketing isn't about advertising. It is about joining the conversation, not interrupting it. If you're not focused on that, you've already been left behind.

7 Comments

  By dnewman20 | Columbus, OH November 19, 2009 11:29:24 am:

What is interesting is that the iphone OS inherently limits the usefulness of a plethora of apps on a single device. The organizational structure of pages and pages of apps; without a subcategorization will eventually effect badly on the adoption of new apps with limited usefulness. Like my kids have already discovered, if you can't easily find the toys you like what use is it to have more than you need.

Permalink

  By Scott | Oklahoma City, OK November 19, 2009 11:54:20 am:

If Charles Darwin was alive today, he would be laughing at this gullible society. 150 years of scientific discoveries have been made like the electronic microscope, enzymes, and the bacterial flagellum, that have all dispelled Darwin's theories.

Are professionals in our industry going to lag behind 150 years too? Articles like this and books like Origin of Brands by A. Reis, are an embarrassment to this profession. At least Darwin was honest about the fallibilities in his propositions, but advertising will not let go of its antiquated theories from its "Age of Enlightenment".

Only when marketing professionals understand true human design (and personhood), will they begin to represent businesses with integrity, and approach consumers with respect. If Darwinism was true, then all these iPhone apps are merely by chance, and survival of the fittest, rather than the true ingenuity of man, and their creative use of the free market and other available resources.

(I too was on the forefront of Internet technologies as a Marketing Director with a software company who perfected TCP-IP desktop notifications more than TEN years ago. Digital Information Network, now ActiveAccess)

Permalink

  By francescowesel | Boston, MA November 19, 2009 11:57:51 am:

The newsworthiness of the medium itself is gone and companies must realize that they now need to differentiate, rather than just being out there. Engagement remains the keyword here. As illustrated in the examples, the consumer needs to be part of the interactive process to maximize the value perception. It's interesting to see that when handled skillfully, applications can actually lead to an immediate call to action.

Francesco Wesel
Integrated Marketing Communication
www.francescowesel.com
www.brandnewtimes.blogspot.com

Permalink

  By jfall | Houston, TX November 19, 2009 12:18:49 pm:

I think there is going to be a surge in iPhone apps as soon as CS5 hits the market and allows flash developers the opportunity to write iPhone apps. It will lower the barrier to writing those apps and will foster a lot of competition in the apps arena.

http://www.twitter.com/jfall

Permalink

  By howie@skypulsemedia | Los Angeles, CA November 19, 2009 02:25:28 pm:

The App Store is becoming clutter just like Twitter and Facebook have massive clutter. There was an article wondering how many Apps get downloaded and then eventually never used. I am sure over half fit this category. But reality is separating Apps from Advertising. If I can get 1 million people to download an App for $5 I did good. Who cares if it is ever used again? Trying to Advertise via Apps will be a crap shoot. Since so many Apps reside on the phone and are used outside a network it would be impossible to know if your reaching anyone. And to make a new App and even get seen via the App store is already almost impossible. Good luck. One thing we need though is more Fart Noise Apps. 25 is not enough!

Permalink

  By volksphone | München, DE January 2, 2010 12:05:15 pm:

Ben Kunz points out a terrific way to view the ever growing popularity of apps. There's loads of data that illustrates how people don't use most apps past the first day after download. Some may say that's reason to reconsider your app development budget. Ben Kunz suggests just the opposite.
http://www.iphone-kö;nig.de

Permalink

  By volksphone | München, DE January 2, 2010 12:06:11 pm:

Sorry: http://www.xn--iphone-knig-yfb.de

Permalink

Comment:

Note: Comments submitted to AdAge.com are posted automatically and will include the user name with which you registered. Ad Age reserves the right to delete comments that are insulting or personal in nature. Comments may be used in the print edition at editorial discretion. Comments are restricted to 500 words or less.