Why Vine waited to launch the Windows Phone mobile app

Vine has launched it’s 6 second video sharing app onto Windows Phone. The app, made by Twitter, has been hugely successful on iPhone and Android. But why did Vine’s app developers wait so long to launch the app for Windows Phone?

The app was first released on iOS in January 2013. When the app reached 13 million users in June 2013, it was launched for Google Android. The app has undergone numerous feature updates, adding functionality and fixing flaws.

One major feature update has been the ability to revisit previously shared Vine clips and edit them retrospectively. The developers at Vine have made sure to optimise the app for iPhone and Google Android, making sure the features work for users, before taking the plunge into Windows Phone.

Vine has responded fiercely to competition from Instagram. The Facebook owned service launched its own version of a looping video editor that quickly overtook Vine in terms of functionality. Vine now has over 400 million active users and has successfully managed to overcome tough competition from Instagram.

The market share for Windows Phone has now surpassed iPhone in Italy with 13.7% versus 10.2%. The data suggests that the Windows Phone market share is growing quickly in Europe, outstripping both iOS and Android, which could prove to be a very shrewd move for mobile app developers such as Vine.

However, if you’re a budding app developer, or a company taking those tentative initial steps into the world of mobile development and marketing, it’s essential to understand how to approach each platform. Generally speaking, an iOS led approach delivers optimal results and for a number of reasons.

If you approach iOS first, this presents a number of benefits for mobile app developers. Ease of technical development and feature updates are major components of App Store success. If you want to engage users on a serious level, you have to optimise each feature in the app based on qualitative feedback. It’s easier to do this on iOS than Android or Windows Phone.

This may not go down well with Android and Windows Phone users. And despite Android having a huge market share, the data suggests that the real money is in iOS. iPhone and iPad users are conditioned to spend money on apps and IAP’s and this makes it easy for Apple to generate enormous revenues and profits.

You can take on the world, once you’ve conquered iOS. All of the big successful apps including Vine, Angry Birds and Instagram, all honed their craft developing and optimising in iOS, before rolling out to additional platforms. Android and Windows are both massive players in the mobile space, but as a business or brand looking to engage with mobile and iOS led approach will often enable better results.


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