Amazon is officially taking the wraps off its long-awaited Amazon App Store for Android, with the formal launch of a developer program. The Amazon store — which won’t arrive until sometime later this year — is aimed at creating a high-quality destination for Android app buyers and will give Android users a trusted place to pick up apps.
As I wrote last year, what Amazon is doing has a lot of potential, because it addresses some major shortcomings of Google’s own Android Market, which appears on almost all Android devices. Android Market, with some 200,000 apps, doesn’t suffer from lack of quantity, but it hasn’t been a huge money-maker for app developers because it’s rather simple, provides too few discovery tools and categories, has had little marketing and requires that purchases go through Google Checkout, a system that many users don’t seem to want to use.
While Google has addressed some of the concerns with recent improvements to Android Market, there’s still a lot Amazon can provide to both users and developers. I think serious developers will definitely look at the Amazon App Store as a way to sell their apps. It does bring some confusion to consumers, having to consider multiple application stores, but Amazon’s approach and its reputation as an online retailer should make it a popular destination for both consumers and developers. Here are the details of the program, some of which have been reported before:
- Amazon will take a 30-percent cut of the sale price, the same as Google and Apple. There’s a $99 developer fee that Amazon is waiving for the first year. Developers must set a list price, but Amazon will be able to discount the app on its own. Developers will get at least 20 percent of the list price on discounted apps. This could get tricky if Amazon starts undercutting the price of an app already listed on Android Market, but Amazon officials told TechCrunch they’re looking to make money for developers and price flexibility can be helpful for that. This won’t be an issue if developers ultimately make more money selling through Amazon, but we’ll have to see.
- The Amazon App Store will be built into Amazon.com and will also be accessible from mobile devices through the Amazon app. It’s not quite clear how the installation process will work, which could be an important point. Amazon is reportedly in talks with manufacturers to get the App Store pre-installed, but until then, users will have to go into their settings to allow app installations from “unknown sources.” App purchases and installations will need to be dead simple for this to work well.
- At launch, the Amazon App Store will work on Android 1.6 devices and higher and will only be available in the U.S. initially. This will need to expand quickly for developers to take advantage of the big opportunity overseas.
- Developers will be able to submit an unlimited number of images and up to five videos showing how the app works. Amazon will use the videos on its products page. This should be good for developers to better showcase their apps, and videos especially could convince some consumers that an app is worth buying. The fact that users will be able to browse from their PC is also a plus. Google has promised an online storefront for Android Market but we still haven’t seen it yet.
- Developers who want to apply DRM must use Amazon’s system. Amazon will test all apps for functionality and to ensure they meet content guidelines, which forbid things like pornography, illegal content, offensive material and intellectual property violations. According to some reports, Amazon is looking to take a more liberal stance than Apple, so it should allow more satire. This review process could also weed out some of the junk apps and blatant copycats in Android Market, making for a more refined buying experience. There may be fewer options for consumers, but they may feel more confident about putting down money for an app.
- Amazon will help market the apps and will apply its recommendation engine for apps, so consumers will be able to get recommendations on apps based on previous purchases. This is a big part of value proposition for Amazon. They know how to sell, and many consumers obviously have a good relationship with them. Android App Store has a new “similar to” feature to recommend apps, but Amazon will be able to draw on more of a user’s overall purchase history to help create more precise recommendations.
- App purchases will happen through a consumer’s Amazon account, so existing users won’t have to enter credit-card information, and developers will be able to add their own payment system, presumably for in-app purchases. This is also a big win for developers. Google Checkout, the main way for buying apps on Android Market, doesn’t have that much penetration among consumers, so first-time app buyers are forced to enter in credit card information from their handset. Having an existing financial relationship with consumers gives Amazon the ability to do one-click purchases and gives consumers some of the ease they see in iTunes purchases.
We still have to see the Amazon App Store for Android in action and how many developers actually support it, but it sounds like this should be a positive addition for consumers and developers. Android Market is still getting better, but for now, Amazon’s app store is showing there’s a need for more choice in the marketplace.
Related content from GigaOM Pro (sub. req.):
- Why RIM’s Future (Unfortunately) Hinges on BlackBerry OS 6
- Will Killer Apps Affect Which Handsets Consumers Buy?
- How Carriers Can Crack the App Discoverability Nut
Banks increased fees for initial share sales by 62 percent to 5.63 percent
from the lowest level on record, even as the amount that U.S.
companies raised from IPOs decreased by almost half to $16.4 billion
this year, according to Bloomberg data. While the biggest surge
in stocks since the Great Depression revived the IPO market and helped
enrich bankers, almost 40 percent of offerings sold by underwriters in
the second half of 2009 have left buyers with losses, the data show.
… Crunch the numbers: at a $50
billion valuation, with Goldman in the box seat as lead banker to an
IPO and at the rates quoted in 2009, then it could pocket $2.8 billion
gross in fees. And that’s on top of whatever it creams off the $1.5
billion fund it is creating as part of the deal that sees it currently
investing $450 million. Assuming an IPO in the next 12 months then by
my reckoning, Goldman’s ‘investment’ nets a 6x return.
If Goldman is successful (and
remember that the Special Purpose Vehicle covering the $1.5 billion has
to get past the SEC first but honestly – do they care?) then what
happens to the Twitter’s of this world? Does its investors start
clamoring for an exit? You bet.
That can only spell one thing: bubble times are here again.
Ya Damn skippy, sailor. Howlett hit it right on the head. What type
of revenues, profits and growth justify a $50 billion valuation for a
very young, private company with sparse net cash flows? The type that
are marketed by those who are doing God’s work! now, let’s build on Mr.
Howlett’s and Dignan’s ideas the BoomBustBlog way. We shall begin with
the $1.5 billion dollar fund that Mr. Howlett alleges GS is creating
around the Facebook cash injection. Yesterday’s BoomBustBlog rticle, Facebook Becomes One Of The Most Highly Valued Media Companies In The World Thanks To Goldman, & Its Still Private!
clearly detailed why and how many of these private equity and client
funds routinely gut investors (we’re talking up to 92% in losses!) while
Goldman (and other GPs) still walk away with profits (see Even With Clawbacks, the House Always Wins in Private Equity Funds). I have posted the model that illustrates this bank wins, investor loses phenomenon as a live spreadsheet online for all paying BoomBustBlog subscribers
to use at will. It’s quite the comprehensive model and allows for the
user to run a myriad of their own assumptions using any inputs they
please. As subscribers will see, it is nearly impossible for Goldman to
lose money on their Facebook private fund, no matter how badly Facebook
shares perform. Please beware that is unlocked and fairly complex, so
please do not make any formulae changes to it for it corrupts the
experience for other users. Here is an excerpt for those who do
subscribe to our research and services, YET!
Even with the fund taking 45%+ losses and the LP (limited partners,
ex. Goldman’s clients) losing every last single dime, Goldman easily
pulls a 33% return. God forbid Facebook share actually do well,
Goldman’s numbers look… Well… Damn near illegal! Almost as if they can
pump up a price without any fundamental justification or public
disclosure of financials and still sell it retail to the public. Of
course, such a thing could and would never occur – not with the every
vigilant SEC to take our backs. Excuse me while a cough a up a lung from
laughter…
You see, this is the dirty little secret of private equity funds.
They are not in the business of investing money for client’s maximum
risk adjusted return. They are in the business of collecting fees. Those
poor innocent (or not so, particularly when they are investing their
clients monies, hence are in the same business) souls that actually
believe as the commenter above quoted “Wow!!! If Goldman is putting their money in this, it must be serious!”simply
the lamb being led to the private equity/IPO slaughterhouse. You see,
there is no loss to GS – no matter how high they bid up the valuation
nor how hard it comes crashing down. This gives them the incentive to
shoot for the sky with the private equity deal, because when the IPO
breaks, its bonuses bigger than nearly any have ever seen. Facebook
makes and excellent marketing story as well. Boy Wunderkind CEO, a
product nearly everyone uses and loves, and a mysterious dearth of
business model to give it a mystical effect. Don’t forget the
involvement of the “cream of the crop” of Wall Street banks, whose
bankers, traders and analysts are all so much smarter than us guys from
Brooklyn. Add this up, and you get “Wow!!! If Goldman is putting their money in this, it must be serious!”.
I will continue this in a few hours via my next article that
illustrates an actual Facebook offering, complete with valuations –
which should be a doozy, Wait until we get to add up all of those
Goldman fees – Facebook investors win or lose. Just to be clear, this is
not hate for Goldman, but elucidation and clarification regarding
exactly what business Goldman, et. al. are actually in and how they are
able to generate the profits that they do. Many think that Goldman is
the best and brightest on the Street. Those guys went to the same
schools, studied under the same teachers, graduated and employed using
the same strategies trading the same products as everybody else. Get
over the mysticism marketing bullshit and you just have a politically
connect, very well marketed investment bank that was just bailed out by
the government. The same as every major IB in this country. I have no
hate (nor love, for that matter) for Goldman but I am about setting the
record straight. If you really think Goldman is really that good at
anything outside of raking profits off the back of their clients, I
suggest you take a long, strong look at their track record versus mine - Did Reggie Middleton, a Blogger at BoomBustBlog, Best Wall Streets Best of the Best?
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good online reputation management
Arrowheadlines: Chiefs <b>News</b> 1/5 - Arrowhead Pride
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MONET'S GARDEN the popular chasing veteran who took his third Old Roan Chase this season has been retired and is battling for his life due to an infection in his hoof.
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In this week's News and Notes, a celebrity spotting at a Timberwolves game and what's ahead for the Vikes during their off season.
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