Apple Changes the Rules (again)…

Another day, another business model innovation from Apple. Having shaken up the mobile world with a reported strategy of taking a cut of ARPU generated by iPhone users, Apple is now monetizing its software assets in other device types.

Being the owner of an iPod Touch I was delighted to discover the availability of a new firmware release (v.1.1.3). This adds some of the interesting applications and new features previously only available on the iPhone, including the Google Maps application and Mail client. At a cost of 12GBP I was more than happy to indulge. I have to say the end results are great; but what about the software update user experience?

First off, I needed to be at my home iMac to perform the update. At least I was at home and could walk up the stairs…initial download of the new image took a while, even at home on an “up to” 8Mbit/s DSL line. The actual update went smoothly (although I didn’t have the courage to test whether the software update is failsafe in the event of loss of device power or PC connectivity!) and the billing process via iTunes store worked well.

What would I improve:

• Lose the iMac’s role in the process (I can wirelessly purchase songs direct from iTunes Store on my Touch, why not software?)
• Reduce the size of the update to make wireless download feasible (perhaps there’s a company out there with some technology to do this? Wink, wink)

Not only would these improvements benefit the user experience, but making updates available more frequently and more conveniently (when not at home, for example) could help to drive the attach rate up and generate Apple additional revenues from device software.

Other device vendors take note – many of you have valuable software assets that currently are underutilized.

When will the ‘traditional’ mobile phone industry catch up with Apple?

Labels: Apple, Google, iMac, iPod, iPod Touch, software

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