I've recently been thinking about the business of creating digital media, be that coding up an app, styling a web page or touching up a photograph. Generally speaking (and without annoying any OSS advocates out there), the big players out there such as Apple, Microsoft and Adobe offer all the tools we need for creating works of art in one shape or form.
But what happens after that? After you've pushed your wonderful IDE or photo editing suite to all and sundry, you've got a product that, by itself, demands to be updated, fixed and maintained to ensure that it stays ahead of any other competing product out there that might start offering bigger and better features.
A method that can be seen prominently in the development arena is the creation of an "ecosystem". Rather than send out a product into the big bad world and hope for the best, the masters of these tools also provide an environment that creatives can return to, either to show off their new creation, get advice from others or learn from the curators.
Apple is a fine example of this: they provide the free IDE
Xcode for developers to create beautiful applications for the Mac, iPhone and iPad; the developer has a rich document library to sift through for help and advice on developing for the platforms, from beginner to advanced topics; finally there's the ubiquitous App Store, a ready made market which developers can submit their application to for the whole world to download and adore.
Microsoft do the same - although corporate versions of Visual Studio cost silly amounts of Dollar, they provide a rich and varied set of tools for free, including
Express versions of most of their commercial applications, and more recently venturing into PHP/Open source development stomping grounds with
Web Matrix. Again, they provide an extensive library for developer bedtime reading, and now also have their own
app market place specifically for the Windows Phone 7.
Google and
Blackberry, whilst not having their own unique IDEs, provide plugins for the ever popular Eclipse platform, and both provide extensive documentation libraries as well as having specific market for developer's apps to be published to.
Imagine if they didn't do this. Imagine if Apple charged as much for Xcode as they do for Photoshop, didn't provide any developer help or documentation, and didn't have an app store. How popular would the iPhone be then? How many apps would be listed there?
By providing the tools, the information and the means to propagate creative's creations, Apple
at al not only keep developers happy, they ensure that they don't wander away from the flock. Which is, of course, great business strategy.
So, do you want to emulate that? You might not be in the business to take on the likes of Microsoft or Adobe, nor may you be looking to create a brand new development language, complete with bespoke IDE. But from anything like simple application for a smartphone up to an enterprise level web application, there's Here's a few points that I think could be learned from the big boys:
Provide toolsIt may seem like a loss at first, but by giving developers the tools to create things for your platform, for free, will pay dividends. It doesn't have to be a full blown IDE - providing any tool that makes the creative life cycle less of a headache will be cherished. If you're creating an application that's going to be sold through a market place, why not provide some cool auxiliary tools on your site?
Educate your usersAll the gear but no idea? Having your peeps kitted up ready to go is one thing, but where do they go from there? Give them ample documentation to get them up and running, as well as references and cheat sheets to refer to.
Promote contributorsWhether it's through a market place or a special mention on your product's site, special creators should get special attention. If someone using your system is making great things, make sure they know how happy you are they're doing it.
Stay freshStagnation, in any area of creativity, is a nail in the coffin. Make sure that updates and fixes are released regularly, as well as keeping your docs up to date.
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