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Slightly if not totally off-topic: A mainstream consumer's view

I agree with you and your premise. Now a quick story.

I consider myself a mainstream consumer... but I have been a member of XDA for, what, i think 4 years, using 2 WM phones, first the T-Mobile MDA, then the Wing (HTC Herald), and I am about to switch to Android with the HTC Hero. I am reasonably savvy about tech, just not a coder. But I've done all the hard SPL, flashing ROMS, using beta software, and supporting developers here with pretty significant donations. I am also a User Experience / Usability designer for web as a profession. THAT'S MY BACKGROUND.

To date, my experience buying WM apps has been universally AWFUL. Whether it was, just recently, Resco Picture Viewer from PocketGear, or WM Defrag from Wizcode, or PocketPlayer from Conduits. I am more than happy to buy excellent software that works, and has a decent UI. But in each case, the process of buying the app and getting it onto my phone has been absurd, and frustrating beyond belief. Each provider makes all sorts of assumptions -- often wrong -- including "you must be downloading this from a PC, so we will download for you an executable that runs on a desktop PC then installs via active sync onto your device."

Whatever the percentage is, doesn't matter: A lot of people, like me, download all my cab files, and purchase apps, on my Mac... and either email myself the .cab file or .zip files, or place my microSD card from my phone into a USB reader. Thus, what a frikkin headache to end up getting PocketPlayer on my phone... but because i didn't download it from a Windows PC, I was screwed.

This stuff is archaic. This past week it has taken 5 days to get Resco Picture Viewer on my phone after purchasing from PocketGear.com . They have a completely retarded transactional process, a terrible UI, broken software in terms of user recognition and resetting username and password, and a completely phone-UNFRIENDLY site, with most sub-level menus not even accessible from browsers like Opera Mobile, Netfront, Iris ... They are dumbass pull downs using god knows what -- flash or javascript, whatever. But fact is: a simple navigation process to access the products on the phone itself can't even be achieved by these clowns -- yet everyone is in overdrive now trying to get their version of "THE" WindowsMobile app store online, while Microsoft stumbles.

The fact is: I would LIKE to see a uniform transaction process which is designed professionally, and supports great usability design, and once I buy the app, quit making me go through absurd backflips just to get access to the cab file. Stop requiring me to use a Windows PC. And stop all the "special OUR way" authentication processes. Because if they were so good, there wouldn't be the kind of problems I have described. I'll even grant anyone who wants to -- to say "well you're just a dumb**** user who doesn't understand their particular process"... I'll grant you that, and my answer would be:

If you plan to sell a lot of apps -- ie, make money via VOLUME transactions vs pricey apps -- a la iphone -- then it makes a hell of a lot of sense to make a uniform system of delivery if you're buying it through an app store, and for god's sake, cut the crap and figure it out. It's not so hard to send an authentication code via email or text message. But it's exactly WRONG to be having 1000 developers using 1000 special "our way" authentication processes, because the odds of 1000 app developers having a great, simple, effective UI and safe authentication system that prevents priacy of their app is pretty low, based on the experiences I have had to date with MAINSTREAM products for WM.

That's my view. But I see a whole lot of clumsiness from the Windows Mobile side of the fence pertaining to this whole new way of monetizing apps. There's a reason apple succeeds in that department -- even with their bloated catalog and draconian approval processes. They understand how to deliver products to consumers -- vs repelling them from a dumbass process, no matter how good that process may be in theory.