One of the major issues plaguing the Windows Phone platform as a whole is the lack of quality apps, primarily the various popular ones that are currently thriving on iOS and Android. But simply porting these apps a few months — or more — to Windows Phone from their release won’t solve the problem. Microsoft needs to improve the platform’s mindshare amongst both developers and consumers.
When developers — big and small — work to release their apps as quickly as possible on Windows Phone, and treat the platform as an equal to iOS and Android, then Microsoft will have succeeded. Obviously, the issue isn’t just the lack of existing awesome apps. It’s the fact that now, when a hypothetical developer of what, unbeknownst to him, will soon be an incredibly popular app sits down to build it, he’ll prioritize getting the app on iOS and Android.
Maybe initially, due to the lack of resources and the need to ship, he’ll select one of these platforms to initially launch on. But then, in most cases, the next priority will be shipping an app on the other. After a year of hit sales on both of these platforms, maybe rumors will surface that a Windows Phone app is in the works.
This is the obvious problem with Windows Phone, and it’s why I’m perplexed as to how Microsoft could think that its latest incentive for people to develop on Windows Phone was a good idea at all.
The program, — aptly named “Keep The Cash” — encourages developers to create and submit up to 10 apps to the Windows Phone Store, offering $100 for each qualifying app. The program is also accepting Windows Store apps, allowing you to submit another 10 apps. That’s a total limit of $2000 in app submission.
Evidently, this drastically favors quantity over quality. The copy on the registration form blatantly encourages developers to make multiple apps. Can we seriously expect nothing less but shitty apps from developers who are developing multiple apps from March 8th to June 30th?
The program boasts that developers can earn up to $2000 per qualifying app. That’s a whopping 20 apps in roughly three months. And yes, the Terms and Conditions makes it clear that you cannot submit apps that have been previously submitted to the store.
Sure, some apps from developers who technically take advantage of this may be good; in that timeframe, developers who are wrapping up apps that have been in the works for some time could enter their creations in this program and claim the reward.
But we all know that this isn’t who the promotion is targeting. Everything is clearly targeted to appeal most to people who will try to pump out apps in this timeframe to gain as much money from the promotion as possible.
The negative image that this gives Windows Phone far outweighs anything positive that can come out of it. A good developer with taste from any platform — including existing Windows Phone developers — will scoff at the program.
With this program, Microsoft actually discourages quality developers from wanting to create Windows Phone apps while encouraging those who wish to make some cash as quickly as they shit out their apps to build on Windows Phone. On top of that, it can look like an incredibly desperate, “we’ll take all the apps we can get” program.
Even the registration form to participate looks sleazy. It’s reminiscent of those Monopoly promotions by McDonald’s, or even those cash for gold ads we occasionally see on TV. It’s aesthetically unpleasing and only serves as foreshadowing to the quality of the apps that will come as a result of it.
And, finally, this shows a lack of focus and awareness from Microsoft in regards to Windows Phone’s true problem, despite the fact that they’re definitely well aware of it.
In fact, Microsoft issued the following comment to AllThingsD regarding this:
We believe the best apps come from those partners who are invested in the platform and own their experience now and in the future. Of course, we are always working to spark creativity with new developer audiences and sometimes try limited incentives or contests, like Keep The Cash. However, it is not representative of an ongoing program.
Except it doesn’t spark creativity, it scares it away.
I largely wrote this article with emphasis on the impact of this program on Windows Phone, but it’s worth once again mentioning that the program also seeks out up to 10 Windows Store apps. The complete disregard of quality that’s projected through this program also impacts one of the company’s most valuable products.
In conclusion, I hope that Microsoft stops hosting programs like this and instead offers incentives that favor quality and innovation. As Long Zheng points out, that is something that the company is no stranger to doing.