Samsung hasn’t had much success with its Samsung Apps portal, pre-installed on all recent Android devices. The reason is fairly self-explanatory: why purchase from the corner store, which has bread of questionable quality, when there’s a Walmart down the street with fare that’s fresh, albeit mass-produced? With the tremendous growth of Android’s Market, which morphed into Google Play this past year, there is little reason for anyone to buy the same product from Samsung’s proprietary Android app portal.
There are some decent titles inside Samsung Apps, with French publisher Gameloft throwing its weight into promotions and other fare. But Samsung has yet to really attract any interest from the developer community as there is no incentive to do so. To this end, the company, in collaboration with EA Mobile’s indie gaming division Chillingo, has decided to attract independent developers by offering 100% of the profits between March and September of this year. The enterprise is called ‘100% Indie’ and it’s an initiative to encourage game devs to prune their software with the help of seasoned veterans, and make some good money doing so.
“Developers will receive 100% revenue from March 4, 2013 – September 3, 2013, 90% revenue share from September 4, 2013 – March 3, 2014, 80% revenue share from March 4, 2014 – March 3, 2015, and after March 4, 2015 on Samsung Apps, developers will begin receiving the industry-standard 70% revenue share.”
While, independently, this may be seen as a minor play in the larger world of app curation, it speaks to Samsung’s desire to reduce its reliance on Google for its developer livelihood. Amazon is a great example of a company that has, through a forked version of Android and an independent Android-based app store, diverted developer and consumer attention away from the Play Store. Samsung may never remove itself entirely from Android, but it will do whatever it takes to make more money from developers.