Connecting the Dots / An Agency Blog

As Apple’s much hyped App platform and iTunes Store have taken off with momentum unseen in any other proprietary commercial marketplace, an incredible number of varied approaches to feature integration have been approved and released for sale to iPhone users. And while the conceptual variation of Apps is as broad as the iPhone market itself, appealing to every possible need an iPhone user may have, I wonder, is there a place for novelty amongst the countless utilities that exist?

Generally speaking, we can divide the App store into two distinct categories: those focused on utility, providing users with a tool to simply their life, and those based largely on novelty, poking fun at the other end of the spectrum by offering users a technologically-ironic experience. While we can safely say, at this point, there is a massive amount of selection within the platform; it’s interesting to see which apps gain traction through press, and which don’t. It’s equally interesting to recognize whether or not utility trumps novelty. Coincidentally, its also interesting to note that branded Apps are taking both approaches, while only some of these brands can put to use the features of the iPhone with relevance to their primary service or product (I’ll explore this further in a future blog post).

…iPhone users to be
75% male and mostly
between the ages
of 18-44…

Considering the App Store has been seen as the current technology gold rush, I can’t help but wonder which is the better investment: utility or novelty? Will developers continue to support their Apps even if the gold doesn’t surface? Will brands continue to invest in their Apps even if the investment doesn’t lead directly to sales of their primary product or service?

As an interactive agency with a strong aptitude for technology, Engine Digital looks at each opportunity to qualify a few basic requirements. First, does the project provide an opportunity to take a truly creative approach? Second, how does technology factor in? And third, is this a marketable concept, or does it provide unique opportunities to reach consumers in a clever way? So, when we were approached late last year to create the brand, interface, and website, for the Poop the World iPhone App, we put the opportunity through this funnel, with one additional requirement; the creative approach would need to be handled carefully in order to deliver a truly novel (and not crass) user experience. Thankfully our client got onboard with the vision of our creative team, and through a short branding process a general creative direction was established.

This being the agency’s first foray into the world of App development, our experience to date is limited to novelty Apps – and so this post sways towards the novelty side of things. But while the Poop the World App provides mostly laughs, it’s important to recognize the utility that exists within. Whether or not you find the utility truly meaningful is subjective (and subject for another blog post), however, an App that lacks functionality, whether or not that functionality is useful to a mass audience, seems to be a miss, providing consumers with a shortly-lived experience, one they will (in some cases) buy, download, try, and delete. And so, even with novelty comes a need for some kind of utility that blends in with the overall experience of the App, providing the user with substance.

The real question remains; is there room in the App Store for both novelty and utility? Can the two co-exist? Can/should an App truly combine both of these needs? I think so, though given the press some of the more humorous Apps get, one would think there is a resistance to fun in App land; that good press is reserved only for those apps that solve one of life’s Idiosyncrasies, regardless of how bizarre, obscure, or mundane they may be. Perhaps this relates to the long tail needs of consumers, or maybe the vast utility becoming available through the App Store shows both a need (from consumers) and an opportunity (for developers), to tackle the strange and wonderful issues us humans have.

Considering that comScore recently published new research (from UK market), which found the demographics of iPhone users to be 75% male and mostly between the ages of 18-44, it’s not surprising that novelty Apps have become a rather appealing investment. And with Apple crossing the 1 billionth App sale, we can only imagine what percentage of these Apps provides more fun than function. If you haven’t heard of the success the iFart App has had, then you’re in for a surprise.

I’ve spent time trolling through the App Store. I’ve downloaded both paid and free apps, both utility and novelty. And while the App market is relatively new, my instinct tells me there certainly is room for both, with the key to success determined in the strength of the concept and quality of its development. To provide value, novelty Apps must integrate with the features of the iPhone platform or otherwise fail to make use of the feature set of the device.

Thankfully, while the App store continues to overwhelm with frequently updated selection, only the most useful Apps will rise to the surface through featured status, staff favorites, and popularity lists. With 30,000+ Apps to date, and constant growth in all categories, there certainly seems to be room for both utility and novelty. With time, users will continue to demand more creative and technical Apps through their purchase decisions, bringing the gold rush to an end, and forcing novelty App developers to provide more than just a novel idea.

Check out Poop the World:
Visit the Poop the World website
Get the Poop the World App [iTunes App Store Link]

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