There have been some high profile instances recently of a Mobile App being “Retired”:
- LinkedIn for iPad (they are retiring versions prior to 7)
- Flappy Birds (yes, I know this link goes nowhere – it’s been withdrawn!)
Let’s take the second one first as that has even made CNN News and the pages of TIME as incredulous tech and gaming journalists speculate about the real reasons why anyone would voluntarily sacrifice over $50k a DAY in revenues by withdrawing an App from Apple and Google stores. Maybe Dong Nguyen just made enough money, or maybe he really was getting fed up with something that a lot of App Developers forget about – how to support your App in the ever-changing world of mobile. Or maybe he just wanted to create loads of publicity before cheap imitations like this took over.
In the former example of LinkedIn, like many of you probably, I’ve been getting emails for a few days now encouraging me to change:
We wanted to follow up and remind you that we’ll no longer be supporting LinkedIn iPad app versions older than 7.0 starting February 18. This will help us focus on creating even better mobile products and experiences for you.
You currently have one of these older apps, but you can download the latest app anytime from the iTunes App Store. It’s a brand new app — we think you’ll like it! With the new app you can now search for jobs — plus like, share, and comment on what you’re reading.
Have questions? Visit our Help Center for more info.
Now, this is in spite of my having updated to version 7.1 of the App almost as soon as it came out as I regularly update my Apps. Why don’t they know that and stop spamming me? Oh, I forgot, that’s what LinkedIn does best…
“So what?” you say…
Well, one common theme is that the “idea” to “retirement” lifecycle of mobile is fast – less than a few months in flappy birds (rather extreme) case and seems like LinkedIn have put some thought and effort into trying to ensure customers did not continue using their unsupported App version. This is accepted and understood by consumers who most likely downloaded the thing for free anyway but what if you’re the CEO of a company that just invested a few hundred thousand in developing some internal Apps for your employees?
Most people accept that the mobile development landscape is complicated and not getting any easier, in spite of cross-platform tools and web development paradigms so one of your pillars of your Mobile Enterprise is managing those Apps, supporting them, providing updates as operating systems update and, before long, retiring them completely. Have you thought through this before you launch your Apps on to your staff or customers?
We are seeing common trends, one very obvious one is that developing successfully for mobile within the Enterprise needs Agile methods to deliver value. So in a mature organisation a good choice for extending development to cover inception and longer term management could be an extended Agile delivery lifecycle such as provided in Disciplined Agile (DAD). The lifecycle extends your standard iterations to provide the initiation and support parts of the lifecycle.
The important points are not to stifle innovation, nor to slow down responsiveness to your users’ demands but to make sure you don’t waste your innovators’ time supporting out of date code and you also notify your users to get new versions in an intelligent way. Notification of users seems such a simple and common practice it’s amazing that Windows-8 Mobile doesn’t have common notification management yet although it’s rumoured to be coming soon as the Action Centre.
Having only just bitten the bullet and dumped my Android phone for a shiny new Nokia Windows-8 handset I’m finding first hand now a lot of these subtle differences in maturity between Android, iOS and Windows-Mobile, but Microsoft/Nokia are catching up fast and needs to be part of your mobile first strategy.