No apps, no success for Windows 8 and RT, say analysts

'You get just one chance with consumers,' says expert about app inventory for tablets, convertibles

By , Computerworld |  Consumerization of IT, windows 8, Windows RT

"If they don't [have the right apps], Windows 8 and Windows RT will be challenged in the consumer market," said Silver. "But I wouldn't count them out if they don't get it right the first time. They'll just spend another half billion dollars on marketing, and risk [Windows 8/RT] getting a bad reputation, like Vista did. So it's a lot easier if they get it right the first time."

Although a lack of apps may affect Windows 8 less than Windows RT, since the former can run traditional, or "legacy" apps on the Windows 7-style desktop, a lightly-stocked Windows Store could stymie sales of touch-based PCs, tablets and so-called "convertibles" -- hardware that combines elements of both tablets and notebooks -- powered by Windows 8.

"Windows 8 is going to do just fine, particularly because consumers won't have a choice," said Moorhead. "But the hardware being trumpeted is not as inexpensive as a tablet, and more expensive than a traditional notebook. People are going to pay more for that touch screen, and they're going to want to know what kind of apps they can run on it."

Cherry agreed.

"If there's little you can do with [a new touch-enabled PC], it will naturally throttle the market," Cherry said.

Today's Windows Store situation, of course, won't be the same on Oct. 26, analysts acknowledged. Both Cherry and Silver believe that Microsoft is purposefully withholding some apps to tout them next month during the launch of the new operating systems.

"We don't know how many have been submitted, we don't know what's in the pipeline," said Silver. "And that blends into the next point: Windows 8 will be a huge market that developers can't afford to ignore."

Even so, Silver wondered why Microsoft hasn't made more of upcoming apps. "They do need to get stuff in the store pretty soon," he said. "And while they may be waiting to make some major announcements, we think they need to introduce a major application a week to build momentum."

The lack of publicity around the Windows Store is puzzling, agreed Moorhead, who blamed Microsoft's new, more secretive communications strategy, which he has criticized before.

"The level of excitement and the value proposition about Windows 8 has been in question," Moorhead said. "They've changed the way they communicate with the public; they've been in 'stealth' mode for a long time now. And because of that, there's a healthy amount of skepticism about Windows 8 out there."

Silver has noticed the change, too. "Microsoft decided it wanted to be more like Apple [with Windows 8]" he said, ticking off a number of similarities, from the way it debuted the Surface tablets to the "walled garden" approach to apps and the Windows Store. "Part of that is more secrecy," Silver added.

Originally published on Computerworld |  Click here to read the original story.
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