One of the challenges of the “digital content stores” is now how to encourage user discovery. This recent post from a frustrated app developer explains the problem. The post describes the frustration of generating an app and making it available through the Apple store (could be any of several companies selling digital products). There are some interesting data in this post – charts showing the year by year increase in the number of apps and the year by year decline in the continued use of any given acquired app. To be honest, my behavior fits this model. I have pretty much locked into the same half-dozen or so apps for the past three years or so.
It seems very possible the original creativity encouraged by this model is now past its peak. Consumers seem to have moved past the original excitement that encouraged exploration and producers will likely lose their enthusiasm as the reality of this lack of interest becomes obvious in the return on their investment of time and resources.
As much as marketers annoy me, it seems obvious that promoters of some form will be necessary to encourage continued innovation. Perhaps promotion is the next big thing.