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June 13, 2013

Apps will become a shell of themselves

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By Cliff Conneighton
Senior Vice President, Marketing, hybris software

Imagine if you could only buy your gas from the manufacturer who built your car.

That’s kind of what it is like with app stores.  Publishers of software, games, magazines, books and movies hate the model, because to sell their products on IOS or Android devices through app stores, they have to give up 30 percent right off the top and they can’t get the rich customer data they need to merchandise and create a perpetual digital relationship with their customers.  And with the hundreds of thousands of apps competing for attention, it is nearly impossible to be discovered.

Chris Dixon posts thoughts that all these content providers are having: Why not give away, or sell very cheaply, a shell app through Google or Apple, then sell your real value from a commerce site that you control, with all the rich discovery, merchandising and data tools you need.

Of course, they could also just resort to HTML5, and skip the app jungle all together, as many publishers, including the very successful Financial Times has done. “I challenge anyone to tell the difference between our HTML5 app and a native app. There is no drawback to working in HTML5, and there are lots of advantages,” says FT.com managing director Rob Grimshaw.

To read more about this topic, click here>>

How does your brand manage apps and mobile commerce? Tell us in the comments or tweet us at @FutureCommrce.

Cliff-ConneightonCliff Conneighton is Senior Vice President, Marketing, hybris software, and is responsible for product marketing, marketing communications, demand generation programs and field marketing. Cliff has been active in e-commerce since its beginning, serving as Chief Marketing Officer for ATG, as a strategic consultant to Oracle culminating in the ATG acquisition, and as Chief Strategy Officer at Elastic Path.  In 1997, he founded a venture-backed on-demand e-commerce service provider and served as its CEO.  Cliff began his career in enterprise software as a hard-core operating system developer and solution architect, then moved through product management and product marketing.  Cliff lives near Boston with his wife, Michelle.

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