In just a few hours, the 3G iPhone will be going on sale. Cherie and I will probably be heading to the local AT&T store early to try and get her one - she is dying to get off of her Razr and onto something smarter, and her iPhone envy has gotten so bad lately that I don’t think she can last another day without one.
Much more exciting to me than the 3G iPhone is the iPhone OS 2.0 software (and accompanying App Store), which will be released tomorrow as a free upgrade for all current iPhones.
The App Store is the key - and watching Apple deliver this has had me reminiscing around “what might have been” had I only been able to push my visions through at Palm and PalmSource.
What might have been…
From 2000 thru summer 2005 I was the Director of Competitive Analysis for Palm and then PalmSource (the OS spinoff company). And throughout my tenure, I had two consistent recommendations on what to focus on to maximize the success and competitive differentiation of Palm hardware and the Palm platform.
1) Build a great touchscreen phone with a 320×480 screen.
2) More importantly - build a great on-device application purchase experience, and provide the infrastructure to make it as easy as possible for both large and small developers to get rich.
Screen-Centric Hardware:
I lobbied endlessly for a phone built into the formfactor of Palm’s ultimate PDA - the Tungsten X. A Tungsten X phone would have had a 320×480 touch screen, a slim case with minimal buttons, bluetooth, WiFi, great multimedia, and more.
In other words, it would have looked a LOT like an iPhone. Only years sooner.
But… Every Palm licensee was convinced that no one would want a phone without a number pad or a keyboard.
Now, everyone in the universe if falling all over themselves to make touch screen phones that rip off the iPhone’s form. No one else besides Apple had the courage to try and do something different first.
*sigh*
The Application Experience:
Even more important to me than the hardware, I knew that the most compelling and sustainable competitive advantage that the Palm OS possessed was the vast wealth of amazing applications that existed for the platform. But the process of getting at these applications was vastly too complicated for most users, particularly as typical usage switched from pairing and syncing with a desktop PC towards cellular network connected devices. For all of these applications to matter, users would need a trivially easy “zen of Palm” way to find, download, install, and ultimately purchase them - all without ever leaving their mobile device.
And developers would need a fair and affordable way to publish their applications to the full potential audience of users, without needing to jump through different hoops for each device maker and cellular network operator.
I launched a project within PalmSource to try and solve these problems, and I managed to get my roadmap approved and the first stages funded. The PalmSource Installer was a great first step, but we only managed to get to stop 1.5 on a roadmap that had at least seven major technology and business iterations planned out.
If PalmSource hadn’t changed strategic direction (veering off towards oblivion it seems), by now every PalmOS device would be capable of easy one click download, installation, and purchase of thousands of apps.
The experience would have been very similar to the iPhone App Store, which is launching around the world today. But it would have been live years ago, and it would have actually done a lot more. For example, the roadmap that I was crafting would have not created a single monopoly store like Apple has launched, but rather it would have provided an enabling technology to allow a vast array of stores to operate.
And there would have been support for trial application, paid upgrades, and much more that Apple has not even contemplated for the iPhone. We even had plans to support a “tip jar” option to enable donationware.
All of this infrastructure and technology would have been baked into the OS (Palm OS 6.1 - which never shipped), and provided as a free upgrade supporting almost every Palm OS device that had at least Palm OS 3.5. No desktop computer would be required, but desktop support for Windows, Mac, and even Linux was planned as well.
You would even be able to download an app directly to your device wirelessly, and have the desktop components and conduits automatically install the next time you return to your desk. (This was actually possible with the Installer 1.5 that we did release…)
If this vision had panned out, there would have been a target market for developers of millions of devices, and users would have had access to thousands or even tens of thousands of applications, all just a click or two away from purchase. The market potential was huge!
The Application Supernova:
This is what I was working on five years ago. In a few hours, Apple will finally show the mobile industry a taste of where things should have been years ago.
And now all the analysts and journalists around the world are writing gushing articles about how “the future of phones will be touchscreens and apps”…
I guess I am just a bit ahead of my time. Ah, but what might have been!
I wrote the following in 2004, when I announced internally at PalmSource that I was leaving behind Competitive Analysis and Strategy to focus on the application installer / store roadmap full time:
One bright star on the horizon has always captivated me more than any other – and that has been the potential for the Palm Economy to really blossom into an amazing ecosystem where it is easy for users to find the perfect applications to make their devices truly their own; and for developers to be able to easily profit from the joy they bring into the lives of users.
This is truly the place where Palm OS has the potential to rise above all of our competitors. We still have more developers and better apps than any other mobile platform. But what we need to do now is make it vastly easier to get applications into the hands of users, and potentially even more important – we need to make it easier to get money into the pockets of developers.
If we do this right, I see the potential for a supernova in the Palm Economy that will leave Symbian and Microsoft and all the proprietary “smart” platforms in the dust.
The supernove looks set to explode in just a few hours, but instead of the Palm ecosystem blossoming it will be Apple’s iPhone.
It is bittersweet to think about what might have been had Palm(Source) managed to do it right years ago, but at least someone has ended up doing it. The doldrums that have paralyzed the mobile application universe are now about to be over.
At last!