Verizon contest makes BlackBerry the centerpiece of new apps strategy
Published: 14 August, 2009
READ MORE: Verizon | Applications
Platform vendors like Google and Nokia have been using developer contests to stimulate interest in their software systems, and get their hands on some innovative applications. As operators start to build their own mobile web ecosystems and app stores, they are launching competitions too, and Verizon Wireless is keeping up the momentum behind its recent burst of software activity by announcing its Apply Your Ideas contest.
Like many of its recent apps initiatives, this initially focuses entirely on the BlackBerry, though we may expect to see similar moves for other devices as Verizon broadens its lines of defense against AT&T's iPhone. As well as further RIM products, such as Storm 2, Verizon is expected to launch the beefier of Motorola's upcoming brace of Android phones, Sholes; several high end Samsung and LG models (though most of these still do not support open software platforms); the Palm Pre, once Sprint's exclusive ends; and even, possibly, a new Apple product in the new year.
From today, developers can submit applications in five categories, which reflect Verizon's slightly different approach to how its store will be navigated - a key differentiator in terms of user uptake and ease of use. Rather than adopting conventional product categories like games and music, Verizon's are geared to behaviors and consumers' key reasons to accessing the mobile web. They are 'connect' for those still mainly interested in communication; 'entertain', focused on content and leisure; 'guide', for those mainly looking for information and, especially, location awareness; 'save time' for productivity fiends; and 'enhance living' (everything else).
Like its recent announcement of its software store plans, Verizon's contest shows it trying to tap into its traditional developer base - mainly geared to Qualcomm's content platform Brew, plus Windows Mobile and Java programmers - as well as attracting new supporters through its promised open approach. Apps entered for Apply Your Ideas must run on BlackBerry OS and be new to the RIM platform (they may also run on other devices and OSs).
Members of the Verizon developer community will choose the category winners and the people's choice winne, while the grand prize winner, chosen from among the category winners by a panel of judges, will take home $50,000, a 20% share of the application's revenue for a year; and a featured spot at the launch of the V Cast Apps storefront. The winner will be announced on 30 October.
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