We have received a lot of requests for mobile application development. Most of the time the request is for a specific platform like the iPhone or Blackberry, but every so often we get a request for “all major mobile devices.” That request usually changes when people realize that developing on iPhone, Blackberry, Android, Windows Mobile, Palm, etc. really means developing five or more separate applications. The next question is usually what platform should they target first. That’s not an easy question to answer, because of the constant changes in the landscape and the type of application in question. Here’s how we tackle it:

Is It Really a Web Application?
If your application is really a web application that relies on external data, doesn’t rely on phone specific data or local storage, then you really can build one application: A web application. WAP as a standard never really took off, and most smartphones (including Blackberry) now use full featured web browsers. Setting up a web application to recognize the browser and operating system of a requestor and serve up appropriately formatted content is relatively straightforward. The main design considerations are lower bandwidth and smaller screen resolutions. This puts a premium on providing the most important information in bite size chunks, as well as having bigger button and form element targets. This is far cheaper than building a separate application for each platform.

Worth noting: The web traffic of all mobile web browsers together only makes up a small fraction of overall web traffic, and the iPhone dominates that traffic, generating two thirds of all mobile web traffic. This is primarily because the web browsing experience is just so much better on the iPhone than on other mobile platforms. Because Apple’s aesthetic and expected interactions for native applications are so pronounced, the most effective web applications targeting the iPhone have mimmiced the aesthetic and interaction patterns.

we covered the simple case, where your application is really a web app, not really using any device features, without local storage, just pulling data from a web application. This time, we’ll tackle true native applications

iPhone: Better Bring Your A Game.
Pros: The best application platform, the best ecosystem (iTunes) for synchronization and applications, the dominant digital music platform (iPod/ITunes.) The most reliable, the fastest growing in 2008. The most applications downloaded, the most applications paid for. By far the best user experience for everything other than email. Deep Pockets and commitment to the platform.

Cons: There are now over 30,000 applications in the iPhone Store, so standing out from the crowd is not easy. There are dozens of sudoku programs, over a dozen task management programs, just to name a few. iPhone acceptance as a platform supported by corporate IT departments lags significantly behind Blackberry (although it is the number two platform.) AT&T as exclusive carrier until 2010.

Bottom Line: If your application will be primarily purchased by individuals and it will stand out from the crowd, this is the first platform to develop for. If you’re building a me too application, good luck

Worth Noting: Epocrates, maker of the popular mobile drug and formulary reference was able to capitalize on the advanced capabilities of the iPhone, particularly the powerful processor, rich graphics and large storage capacity to provide significantly more functionality than on any other mobile device they support.

BlackBerry: Corporate Clients and a Keyboard
Pros: The Blackberry is well established as the preferred platform of corporate IT departments, with 76% currently supporting it. That combined with the physical QUERTY keyboard make it the king of corporate email and top target for enterprise application integration. They ship a lot of units, jockeying with Apple for the most sales each quarter. Available on multiple carriers.

Cons: Blackberry is playing catch up to Apple on an Appstore, reportedly finally opening their store later this week. Unlike Apple, there are a proliferation of interfaces and form factors, some with touch screen, some not. The user interface and experience for most applications that don’t primarily rely on a keyboard or text entry tends to be clunky. The processor, storage, and graphics capabilities are far less advanced than the iPhone.

Bottom Line: If your application relies heavily on a keyboard and purchase is mediated by corporate IT departments (as front ends for enterprise applications mostly are) then this should be your top platform. For other apps, it’s number two to the iPhone.

Google Android: Everyone Else, Who’s Emerging and Who’s Sinking into the Swamp

Pros: Google has deep pockets, has gotten a lot of developer support, and probably has the second best web browsing experience to the iPhone. Integration with Google apps is strong, and also has a physical keyboard. Available on multiple carriers, with more and more companies signing on rather than going it alone against Apple and RIM.

Cons: As a relatively new platform, Android does not have the market penetration of either the iPhone or Blackberry, and without the anchors of itunes/ipod or corporate email clients, will have a tougher time establishing a niche, and may face some of the same issues Microsoft has faced as an operating system licensor (as opposed to all in one firms like Apple and RIM.)

Bottom Line: Google, with their deep pockets and development chops should not be counted out, but unless you have a niche integrating with Google applications, it should rank well behind the iPhone and Blackberry.

Microsoft: Windows Mobile
Pros: Microsoft has deep pockets and has proven staying power in the past.

Cons: They have been losing market share to superior platforms from Apple and RIM, with other hardware vendors moving to Android as a more competitive alternative. The platform has a reputation for being slow, buggy, and expensive to develop for, with multiple form factors and reference platforms.

Bottom Line: Microsoft’s deep pockets should not be counted out, but they are caught between a rock and a hard place. Seeing how they respond will be interesting, but unless you’ve already bet the farm on Windows Mobile, now is not the time to start.

Palm
Pros: Despite a litany of mistakes over the past 6 years, including spinning off their operating system and licensing Windows mobile, the Palm brand is still recognized and retains some value to consumers. The new Palm Pre device and brand new operating system have gotten very positive reviews.

Cons: Unlike when they first entered and conquered the handheld market, they are re-entering a much more competitive landscape, with established players with much deeper pockets. Apple has made comments that some interpret as a claim of patent infringement, and Palm’s only carrier, Sprint, is rated last in service by Consumer Reports.

Bottom Line: Their remaining brand equity and strong new entry give them a chance, but you shouldn’t bet the farm on them succeeding.

Nokia
Pros: Nokia has great worldwide mobile phone market share, a strong history of R&D and deep pockets.

Cons: They have been left behind in smartphones in the US, and are working hard to catch up.

Bottom Line: As with Microsoft, don’t count them out, but if you’re targeting North America, don’t invest a lot here now.

Our Conclusion: iPhone, Blackberry and then Everyone Else
For applications that need to reside on the mobile platform, the answer right now is to concentrate on iPhone and Blackberry, and then worry about everyone else. Which you should target first depends on your application. The market changes quickly though, so stay tuned in this space for updates…