Thanks to Apple Inc The New Era of event apps is finally hereby Adrian,
Apple’s last decision has brought an end to dedicated (White Label) apps as we know them. Their new App Store guidelines read as follows:
Section 4.2.6: “Apps created from a commercialized template or app generation service will be rejected.”
Section 4.3: “Don’t create multiple Bundle IDs of the same app. If your app has different versions for specific locations, sports teams, universities, etc., consider submitting a single app…”
This bold move, expected by few and feared by many will profoundly reshape the landscape of the event apps market – our market. Things will never be same, as the status quo of many app providers is being torn apart.
The newest Apple guidelines ban the release of multiple apps based on a common code. A practice which has long been a cornerstone of the industry, especially when developing branded standalone apps.
Those apps had their perks, like the branded icon, a company name on it, and the exclusivity of the „We’ve got our own event app” feeling. These were all good, but it turns out that for Apple they were not good enough. Now they demand something more – universality.
The reason behind this decision.
Apple is looking far ahead and making a fundamental shift which has been advocated for some time. A shift towards the so-called „container apps” (many apps, or in this case events within one app). A good example of such a container is the Google Chrome browser with all of its possible extensions.
People already have too many apps and on their smartphones and too little screen space and memory to store them.
What was exclusive at first (the branded event app), soon became a commodity, and as the smartphones swelled with data, Apple decided to make a change which drastically affects many current app vendors.
But this is not the case with Meeting Application…
How is Meeting Application responding to this change?
From its start Meeting Application always had a “container app”, which was at the heart of its service. Only later due to the high market demand for fully-branded apps did we begin to develop standalone apps.
We look at this change as a great chance, a new defining moment for our company. Something that was previously impossible, due to market demand for fully branded and standalone apps, is now a necessity thanks to these new conditions.
This unique opportunity allows us to leverage our history and our experience to the benefit of our customers, like never before. Instead of maintaining a large portfolio of branded apps we are able to focus on one only and make it even better.
Now, most of our developers will devote their time to maintaining our core app and making sure it fits our customers’ needs. Their focus will shift from managing the branding and lengthy approval & review processes to developing new functions and further ensuring the safety and reliability of our code.
The old vs. the new app standard
You may have not realized it before, but white label event apps have always caused a lot of trouble for both attendees and event organizers.
One of them was just the installation of a new app. For people who attend a lot of events, conferences and fairs keeping a separate app for each of those events on their phone were simply a waste of space. They were usually reluctant to install yet another app, and even if they did, they did so with the thought of deleting it right after the event was over. By doing so they took away the organizers’ ability to send them feedback surveys or PUSH notifications reminding them about other upcoming events. However, adoption and retention were not the only issues of white label apps.
Another one was the extensive branding effort that the marketing departments had to put in to prepare the right graphic material in line with all the rigorous corporate branding standards. The back and forth discussions over which logo should be used as the official app icon are now officially a thing of the past.
Also, the whole process of app development will now be a lot easier, smoother and more accountable. Waiting times for App Store were always a tricky variable, and the approval decisions were surprisingly unpredictable. All of those issues go away with container apps which are already a part of the Apple ecosystem.
With Apple’s decision, the road for many app vendors took an unexpected turn, but we’re already ahead of the curve.