White label app development
Someone sent me a link to the Royal Opera House’s app the other day (http://itunes.apple.com/gb/app/royal-opera-house/id449056230?mt=8), interesting – does all the things an app should do i.e. presents content, listings, allows you to buy tickets (to a degree).
I then did a bit of research into the app developer, CloudTix, it would seem they have developed very similar (the same) app for a number of arts organisations. Further research confirmed my hunch that this is a white-label product, specifically for organisations using the Tessitura ticketing system – details here http://cloudtix.com/.
This chimed with a thought I had the other day (quite possibly whilst at the AMA Conference). Why can’t this approach by picked up more widely? Ultimately the requirements for many arts organisations are, when it comes to an app, whilst not identical, very similar in function at least e.g. sell a ticket, display event listings, deliver content, allow user to share/engage. When it comes to the slightly more complex issue of selling a ticket there are only a certain number of ticketing systems that are widely used – develop something that does the basics well, can connect with the ‘main’ ticketing systems and is developed for platforms other than just bloody Apple devices (Android’s market share is almost 39% at the last check compared to 18% for the iPhone).
Surely a project like this, funded by the Arts Council, would remove a lot of the fear-factor for arts organisations when it comes to developments such as this. Apps are expensive, they are easy to get wrong and to do them properly you need to develop for multiple platforms (i would say at least Android and iOS). A properly, carefully developed white-label solution could be relatively easily rolled out throughout the sector and allow organisations to properly consider, or at least start to consider, the explosion in the mobile web. Even better – make it a true open source project, properly engage with the digital community and get something that starts by doing the basics well and gets better and better without turning into a black hole for funding.
I still don’t believe that apps are the be all and end all, it’s just as (probably more) important to consider how your digital offering (i.e. website) is delivered to mobile devices. There needs to be a recognition that you cannot just deliver the same site to a desktop size screen as you do to a smartphone, the same content – sure – but not the same design and probably not with the same information hierarchy. My preferred route is carefully considered responsive design.
Thoughts, as ever, welcomed.