Do-It-Yourself iPhone Apps

Do-It-Yourself iPhone Apps

Services that do the coding for you make it easy for nontechies to
create iPhone apps. Applications to the Apple App Store are exploding


Tom Johnson is no engineer. But that didn’t stop him from creating
software that helps him market his wedding-video business. Johnson
crafted an application, downloadable to the Apple (AAPL)
iPhone, that plays a sample video, connects users to a blog, and lets
would-be clients call his company, Alliance Video Products, by pushing
a single button. Best of all for a non-engineer like Johnson, he did it
in a single day, without writing a single line of code.

To create the app, Johnson relied on a company called,
one of a new crop of services that help clients order up their own
smartphone apps—often in less time and for less money than it would
take to develop an app from scratch. Like Alliance Video Products,
churches, museums, schools, and other small businesses of every stripe
can now get into the app-making game—creating downloadable games,
travel guides, quizzes, and blog feeds—thanks to sites like,, and Often all it takes
is plugging specs into online templates.

As it gets easier for non-techies to make them, the already swiftly expanding market
for these downloadable apps is likely to grow at a faster pace. That
means even fuller shelves at online shops such as the Apple App Store,
Google’s (GOOG) Android Market, Research In Motion’s (RIMM) BlackBerry App World, and Microsoft’s (MSFT)
Windows Marketplace for Mobile. The number of apps downloaded through
these kinds of stores may surge to 18.7 billion in 2014, from about 491
million at the end of 2008, according to consultant Ovum. That may result in sales of $5.7 billion in 2014, up from $367 million last year, Ovum says.

very affordable

Small businesses view DIY apps as a low-cost way to market their wares.
Johnson paid $300 up front, plus a $30 monthly fee. Since its September
debut, Alliance Video’s Video Pro
has generated 10 leads and two sales, making it a more effective
marketing vehicle than placing an ad in a bridal magazine, Johnson
says. "We deal with a lot of young brides and grooms, and they love the
iPhone," he says.

Some sites charge nothing up front, while others invoice as little
as $99 a year or $20 a month for users to create an app. That’s
substantially less than the $2,000 to $10,000 professional programmers
typically charge per project. Nontechnical users are guided through
menus where they can input information and select logos, colors, and
buttons. "It’s way less expensive," says Dan Simons, a principal at
Vucurevich Simons Advisory Group, which used Swebapps to create an
iPhone app for a restaurant it manages. The app lets users make
reservations and see the menu and wine list. "They’ve done all the
brain surgery on the back end," Simons says. "Yet what you end up with
is a fairly custom application" costing, in his case, about $1,000.

Since its Aug. 18 debut, Swebapps has signed up about 800 customers.
About 30 of their apps have gotten approval from Apple to be sold at
the App Store. The company expects to put out 60 applications a month
by 2010, quadruple current volume, says Swebapps CEO Magaly Chocano.
"Our market is like what Web sites were 10 years ago," she says. "Now
you can’t do without one." Since launching its templates in July, has gained 1,300 members and is adding about 100 new
users a week, more than double the number it added in August. It says
members plan to submit more than 700 apps to the App Store in November.

deluxe models

While most templates are fairly simple, several do-it-yourself Web
sites also offer advanced functions., for instance, can
tap into iPhone location information. So a Realtor can offer different
house and condo listings to people in different towns. And a grocery
can send mobile coupons to iPhone users when they’re inside a store.
And Swebapps lets customers update content in real time. That means
restaurants can change specials several times a day, and real estate
agents can remove listings of houses that have sold.

Some sites, such as Gendai Games’s, charge annual
subscriptions plus fees for additional services. Its basic service
costs $99 a year, while one with features such as customer support cost
$2,000 a year. Many sites also charge monthly hosting fees.

In some cases, app-making sites charge little, if anything, up front
and instead take a portion of sales. Book-app maker
charges nothing to create apps that help authors and publishers promote
books through the App Store but receives 50% of sales of books sold
through the apps. MEDL Mobile’s solicits ideas and
then does the legwork designing and coding apps in exchange for a
portion of the sales generated by the software.

Some analysts believe professional programmers may still be the way
to go for many small companies. With do-it-yourself apps, "there could
be quality issues, there could be distribution and security issues,"
says Sean Ryan, an analyst at consultant IDC.

DIY sites, though, are working hard to prove him wrong.

Kharif is a senior writer for in Portland, Ore.


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