The rise of Second Tier App Stores
December 14, 2011 by Martech Social
Or the App becomes the platform...
Apps are big business. The Apple Mac App Store just passed one million downloads, Google's Android downloads are averaging 1 billion per month and Microsoft launch their own desktop app store with Windows 8.
In 2012 we will see the rise of 2nd Tier app stores, or app stores within apps. Spotify, an app you download from all major app stores has launched its own set of apps that work within the app itself. Within Spotify you can now personalise the experience with apps from other providers including Rolling Stone for music reviews and TuneWiki for lyrics.
RunKeeper, a successful social exercise management app is also growing to launch its own platform, allowing other companies and brands to harness the existing data and structure from RunKeeper, using it to enhance the app and promote the relevant elements of their business.
From being a simple app in the App Store, Runkeeper is now using key elements of it service to add value to other apps, which in turn offer an extension of the Runkeeper brand and service. Runstar, a social running app for Android now combines Runkeeper data with its own service to deliver even greater value to the consumer.
These are just two examples of a growing trend for 2012. We expect to see more brands create their own platforms allowing greater convergence of products and services through an app.
GFor brands looking to start an app strategy, these 2nd tier opportunities may offer a real opportunity. By offering an element of their business or service, a 2nd tier app could plug into an existing and engaged audience from which a dedicated app strategy could be started.