Oct 22 - App developers have converged on London for the Apps World conference, to try and push their products and predict the future in one of the technology sector's most cut-throat industries. Andrew Potter reports.
App development is battlefield. But it's a fight thousands at London's Apps World conference want to get involved in. Industry giants and those wanting to be app heavyweights uniting with one thing in common: The search of the next big thing. Anand Krishnan is with Microsoft. SOUNDBITE: ANAND KRISHNAN, MICROSOFT GENERAL MANAGER, APPLICATION PLATFORMS, SAYING (English): "There's this massive influx of new talent driven by the desire to write for new devices. It is the absolute wild west in terms of monetization models and scenarios, there's a lot of inventiveness going on." Cashless payments using mobile devices is a rapidly growing sector. Steve Poulston's company Magtek turns a phone into a travelling point of sale. SOUNDBITE (ACTUALITY): STEVE POULSTON, MAGTEK MANAGING DIRECTOR, EUROPE, SAYING (English): "The transaction is authenticated, encrypted, and the data is transferred to the phone via bluetooth and then on to the internet and they payment service provider." The Znap app is also hoping to cash in on mobile commerce, and take on established players like PayPal. David Pipe is its chief marketing officer. SOUNDBITE: DAVID PIPE, ZNAP CHIEF MARKETING OFFICER, SAYING (English): "It's a very crowded space. There's a lot of people trying to break into it. Mobile payments are forecast to just explode in multiple places around the world." The app is no longer anchored to one device. With this in mind, on Tuesday Nokia released a its super-size Lumia 1520 phone and 2520 tablet. Product manager James Guion explains. SOUNDBITE: JAMES GUION, NOKIA LUMIA PRODUCT MANAGER, SAYING (English): "You're now getting this constant experience along the two, you've got live applications along the home screen that you can customise, move things around. You also have all your apps on the other screen." PIECE TO CAMERA: ANDREW POTTER, REUTERS CORRESPONDENT, SAYING (English): "The big challenge of those starting their careers brainstorming in beanbags like these is not only coming up with a good idea, but making it generate revenue. That's not easy. One in four apps is never used after being installed." Cai Leao is an app developer from Brazil hoping to impress new contacts at Apps World, by taking part in Hackfest for computer coders. SOUNDBITE: CAI LEAO, APP DEVELOPER, SAYING (English): "People nowadays seem to be so creative coming up with new ideas, and to have a new idea, to boom the market, is so hard." Dutch company AppMachine has other ideas. It wants to take app development out of the hands of experts, and let anyone have a go. SOUNDBITE: FLEUR VAN DER LAAN, APPMACHINE, SAYING (English): "An app costs from €5000 to €10,000 and that's a lot for a small business. And with AppMachine you can do it yourself and that makes a big difference." A record number of developers are expected at this two day event. A rapidly changing industry? Apps-olutely.