During the final few weeks of last year, I spent some time researching Focus articles for Mobile Apps Briefing. While doing my research, one thing stood out: although the app market has exploded since the launch of Apple’s App Store only a couple of years back, the most successful developers tend to be time-served veterans, who can trace their heritage back to early Palm OS and/or Symbian titles.

This is perhaps unsurprising. As with any industry, it is important to understand the fundamentals of what you are doing, and enthusiasm is no substitute for experience when it comes to addressing the unique characteristics of mobile apps. That experience creates a deep knowledge of what to do and what not; how to create a sustainable business built on products that customers actually want; and how to deal with the ever changing industry landscape.

Look, for example, at Rovio, which was profiled in October 2010. While the company is very much flavour of the month, with Angry Birds unquestionably the app of the year, Rovio’s roots can be traced back to 2003. In the interim, it has earned its spurs by developing apps for a range of partners, working across a range of platforms, and amassing experience which it has used to create a polished product that is equally at-home across multiple OSs.

Another defining characteristic of the most successful developers is flexibility, whether through embracing new platforms and form factors early in their life; adopting new business models such as advertising-funded titles or in-app purchases; or looking to social media either to market products or generate feedback from the existing customer base. Not every model will suit every app, and however painful, trial-and-error seems to be a recognised way of identifying the pitfalls – the secret is not to make the same mistake twice.

Take Quickoffice, Shazam and SplashData, which are all set to be profiled in the coming weeks. Each of them has a proven track record in developing mobile apps, but in each case the companies have also adapted to put themselves in the best position for the future. Quickoffice has embraced the industry hot-topics of cloud computing and tablet devices. Shazam is creating innovative new ways to make money from its hugely popular app. And SplashData has embraced social media as a way to drive promotion of its products and increase engagement with its installed user base.

Perhaps there is a message for the developers currently working away either alone or as part of a small team, struggling to generate interest in a crowded market dominated by established giants. The most important thing is to keep going, and continually evolve to target whatever the market “sweet spot” may be. Admittedly, this is no guarantee of success – but it does seem to be the best way to maximise the opportunities.

Steve Costello

The editorial views expressed in this article are solely those of the author(s) and will not necessarily reflect the views of the GSMA, its Members or Associate Members