SingTel says App Zone will help iPhone developers

Kevin Costner was wrong. Just because you've built it, there is no assurance that they will come. Sure some developers will get lucky and, with nothing more than word of mouth, will rake in millions. However, for the vast majority of developers, getting noticed amidst the 140,000 apps in Apple's App Store will take some help. SingTel, however, says it has the solution.

Through the SingTel App Zone, SingTel offers developers a platform to promote their apps. With 3.1 million postpaid and prepaid customers in Singapore, SingTel can, in theory, help developers get more visibility. But the App Zone doesn't just have iPhone apps, it has apps from numerous other platforms. In addition, SingTel will also take a cut of the revenue. So what's in it for iPhone developers? Is there a reason to turn to the SingTel App Zone? iMerlion speaks to Mr Lee Kwang Yong, Director, Consumer Marketing, SingTel to find out more.

Please describe the SingTel App Zone. What is it? Why was it set up? 

SingTel App Zone offers a one-stop online platform to meet the lifestyle needs of SingTel’s 3.1 million postpaid and prepaid customers locally. It is device agnostic, and storefronts are available over the PC (web) and mobile (wap or client) portals. Customers can browse, purchase, and download applications; rate the contents; or recommend apps to friends.

SingTel App Zone was set up to offer developers/partners an easily accessible platform to promote their apps. In this fast-paced market with a barrage of new devices operating on various platforms, and sophisticated, tech-savvy consumers, we see a growing demand for apps.

In collaboration with IDA, IE Singapore and its partners, SingTel has also launched the SingTel Innovation Exchange (SiX), the most comprehensive industry partnership programme to accelerate the full life-cycle development of innovative business and consumer applications. SingTel aims to attract local and global developers, as well as commercialise their applications and promote them to more than 273 million mobile customers and millions of business customers in the region.

Software developers will have access to resources like grid computing and technical consultancy from SingTel and its partners, which help to lower operational costs and shorten time-to-market.

For more info on SiX and SingTel App Zone, please go to http://info.singtel.com/node/2908

Why should developers join the programme? 

Developers can join SingTel App Zone to gain immediate access to SingTel's wide customer base, where they can conduct beta trials of their apps, monetise their apps by commercialising them with SingTel, or showcase their apps. Together with the SingTel Partner Programme (SPP) and SingTel Innovation Exchange (SiX), developers can enjoy faster access to market, tap on SingTel resources and infrastructure, as well as gain market and industry trends insights from SingTel.

Why should iPhone developers use the App Zone instead of just publishing it themselves in the App Store? 

iPhone developers will have a ready market for their applications with SingTel's wide base of customers. SingTel offers developers an opportunity to market their apps directly to our large customer base (mobile and broadband) through joint promotional activities. This provides them with faster market entry.

(Eds note: There are currently 11 iPhone apps in the SingTel App Zone)

I understand that SingTel will take 30 percent of revenue. What will iPhone developers get in return? 

We are unable to share actual revenue share figures. We are keen to collaborate with budding iPhone app developers and are open to discussion with them. All iPhone apps will be featured in SingTel App Zone web and mobile portals.

How will SingTel promote the App Zone? How has it promoted the App Zone in the past? 

As SingTel builds up its applications/developers community, we have started marketing efforts to generate awareness among our customer base of SingTel App Zone. SingTel App Zone has been featured in online networks like Yahoo, MSN, Facebook, Google and other online networks.

We also carry out targeted marketing campaigns where we send out regular updates to customers through SMS and emails. This ensures that customers receive news that is relevant to their lifestyles. We are also collaborating with handset manufacturers to preload SingTel App Zone shortcut icons or mobile widgets that display feeds on New Apps & Top Free/Paid Apps, which are supported on their phone models.

How many apps are there in the App Zone currently? 

SingTel App Zone currently offers over 1,300 innovative applications for a comprehensive range of devices, including Android-enabled handsets. Solutions include educational, multimedia, communications and lifestyle applications. 

Which platforms are currently most popular on the App Zone? 

Java and Symbian applications are still most popular on App Zone due to the wide availability of such handset platforms.     

What are the long term plans for the App Zone? 

Ans: SingTel App Zone will continue to serve as part of the application eco-system between the developers and customers, thus creating a 'win-win' situation, benefitting all parties.