Getting apps to phones

Applications for phones or Java apps, particularly in the form of games, have been around for years. More recently though, particularly boosted by Apple’s marketing efforts, applications have become all the rage. I believe Apple have had over 2 billion of their apps downloaded since they launched the App Store 18 months ago!

The question we have been thinking about is how to get the app to the phone? Some platforms, like Apple, have very well publicised systems for distributing these apps. For example, Apple has the App Store, where you can browse through 10s of thousands of apps to find one you like. If you know the app, or part of the name, this works fairly well as a result of the search function. If you know the category of app, for example music or entertainment, there is a menu structure which helps to some degree. However, it’s still a fairly involved process. Other ‘competing’ systems involve GetJar which works on Java phones and follows similar principles.

Over at Hypertag, we have been thinking about how you get one of these apps on your phones when you need it, i.e. when you are doing something. The benefit of focusing on when you are doing something is that you tend to be somewhere e.g. I am catching a plane, therefore I’m at an airport, or I’m looking for some trainers, so I might be in a shop. It is here we see a straong application for Proximity technology. We have the perfect technology to link a visual stimulus, e.g. I want that app that helps me choose which trainers are right for me, or that app that helps me ensure I catch my flight on time, and the ability for you to receive it immediately and for free e.g. in the sports store, or at the airport. We can do this with the vast majority of Java apps (which themselves cover about 80% of phones), and we are working hard to bring a product to market for iPhone apps.

We are starting to work with some of the big brands on using this technology to get their content to consumers more quickly. If you have an app, and want to get it out there, we’re interested in talking to you.

Jonathan Morgan