Publications
Publications
- August 2010 (Revised August 2011)
- HBS Case Collection
Developing an App for That
By: Hanna Halaburda, Joshua Gans and Nathaniel Burbank
Abstract
At a time when ever-rising smartphone sales are driven as much by demand for devices that run must-have third-party "apps" as by the quality of traditional voice and data services, there is a myriad of challenges facing the software developer who is looking to choose which mobile development software platform to invest in. Written from the perspective of an established consumer bank that is about to commence development on its first downloadable application for mobile devices, the case surveys the state of the smartphone market in 2010 and considers the challenges of a platform landscape that includes significantly varying installed device base sizes, growth rates, application distribution models, and hardware device profiles. Focusing on Apple's market leading iOS platform and "App Store," for iPhones and other devices, and Google's developing Android OS and associated Android Market, the case considers potential benefits and pitfalls of each, as well as touching on the reasons that other longer standing platforms, such as RIM's BlackBerry platform, are less appealing to modern day application developers.
Keywords
Product Development; Competitive Strategy; Mobile and Wireless Technology; Applications and Software; Digital Platforms; Banking Industry; Information Technology Industry
Citation
Halaburda, Hanna, Joshua Gans, and Nathaniel Burbank. "Developing an App for That." Harvard Business School Case 711-415, August 2010. (Revised August 2011.)