The company blog

What’s happening in the world of apps?

Smartphone users in the UK are turning away from using paid-for apps, which has created a dilemma for developers trying to capitalise on the smartphone market boom.

The UK has become a nation of smartphone users, with as many as one in three British adults now using one. That was the finding of an Ofcom report published last year, which found that a third of the UK’s adult population had switched to the latest in mobile technology.

When it comes to smartphone use, Britain leads the way in Europe with more than 17 million monthly active users (Flurry Analytics, May 2011). With constant developments in internet usage, SMS technology and email integration within smartphones, this is hardly a surprise. But this boom in smartphone popularity masks the fact that there are many people in the UK who are still content with their regular mobile phone.

Whilst the increased use of smartphones is good news for the manufacturers, other companies and developers linked to smartphones have struggled to capitalise on their popularity. Research from analyst firm Screen Digest has found that the app market is a difficult one to monetise, with the majority of paid-for apps unpopular with users.

This creates a real dilemma for developers who are trying to profit from the popularity of new technology. Even the most simple of app takes time, dedication and money to bring to the market. But no matter how much effort has gone into it, if the app isn’t free then many smartphone users will simply not download it.

The research estimated that of all the apps downloaded worldwide in 2011, an incredible 96% of them were downloaded for free. So many developers are turning to in-app purchases as a way of generating revenue. By offering the apps for free, developers are trying to get users ‘hooked’ on the app and then tempt them to buy additional features.

Apps are currently only supported on the latest mobile phones and are not always on every operating system. So if your looking to communicate with large audiences, SMS messaging is the only guaranteed way for those times when every message matters.

We’re tougher than the average company

If you’ve been following our blog, you’ll know that a lot of us here at Esendex like a bit of a challenge, a way to push our bodies as hard as we push our minds; whether it be a 58 mile bike ride, numerous triathlons, or simply entering 5-a-side football tournaments, we love to get stuck in. It’s now something that is firmly engraved into our company’s culture, and long let it continue.

Well, this time a few of our staff may have taken it to the next level. Some might say they have lost the plot and if you haven’t heard of an event called Tough Guy, then you’re about to find out why.

Tough Guy is, in their own words, “the safest most dangerous event in the world”; a 6 mile run followed by an obstacle course whereby the “victims” have to crawl beneath razor wire, jump over flaming pits, swim through tunnels of freezing cold water, climb walls as high as mountains, run through fields of dangling electric prods and many more brutal hurdles; this part of the course is appropriately named “the killing fields”.

Why are we doing this you might ask, well for charity of course?  Much of the funds raised by Tough Guy will go to the Horse Sanctuary Charity, serving the worst cases of Horse cruelty as well as giving opportunity to Kids off the Street.

If you are also taking part, look out for the team that look like they’re in the most pain, that’ll be us. Oh, we’ll also be wearing Esendex t-shirts.

Could you be part of the Creative Class of 2012?

Over the last year, Esendex, along with 8 other companies, were chosen to represent Nottingham’s Creative Class for 2011.  The businesses selected were those set up in the city and county – and which are expanding and thriving.

Last week our CTO, Adam bird, presented at the Creative Class of 2011 event. The event was held at the Nottingham Contemporary, to celebrate Nottingham’s entreprenerial talent. In his presentation, Adam talked about successes to date and international plans for the future.

Other presentations from the Creative Class 2011 were: Skeleton Productions, a new video production company; specialist in lightweight fibre reinforced thermoplastics Medibord; website performance monitoring firm Aware Monitoring; software development house The Plumtree Group; traditional corsetry and handmade lingerie company Eternal Spirits; wireless fetal heart monitor company Monica Healthcare; computer games software company Lockwood Publishing and Sygnature Chemical Services.

Adam comments about the event;

“It’s great that an event like this is being held, but this isn’t about making me feel good. It’s about showing people what’s possible,” he said. ”We can all be examples to the wider field of business that Nottingham can be a great place to run and develop business and that more people should come and do the same.

“The challenges with this kind of thing is always whether you can get years two and three. I’m confident that there will be a next generation of the Creative Class.”

Would you like to apply to be in the Creative Class of 2012? Visit  Invest in Nottingham for an application form.