Apple has been well known for providing multimedia through the iTunes platform. Users may browse aesthetically-arranged pages with screen-shots, adequate room for text descriptions, space for marketing images, and the choice to browse from any computer with iTunes. Purchases may be made anywhere by a user with an account, and later installed to their iPhone.
Outside of Apple, however, Android Web offers a selection of applications for non-iPhone mobile devices, but with a much weaker online marketing strategy. With a small selection of applications visible online in comparison to what can be seen by someone browsing through their mobile device. This keeps only the top percent of applications visible to those visiting the website through a computer. The problem with making only the top applications available for download through a computer is that the rankings are based on amount of downloads, and the free applications are far more popular in download numbers than priced applications.
Along with the limits between interfacing web with cellular browsing for applications, there is a 325-letter limit for the text space of a description to accompany an Android Web application. The option of providing screenshots of an application is not available, and in combination with a limited description, many worthwhile applications get pushed to the bottom rankings.
The developer of top-ranking applications Color Pop and Twistype states that in comparison to iPhone, the non-iphone application showcase is lacking. With no streamlined shopping cart scenario in place to improve website conversion, hundreds of users a day click through to make a purchase, get to the check-out area, and then abandon shopping cart.
In the case of application purchases, shopping cart abandonment is believed to be from the lengthy check-out process required through Google Checkout. Currently there exists no direct-carrier billing for purchases of applications. By requiring a user to enter separate credit card data, an abundance of potential impulse buys get lost.