The market for mobile operating systems moves at blinding speeds. While upgrades to desktop operating systems take place over years, the mobile world marches to a different beat with hardly a month going past without a major version change to one of the main mobile platforms.
For example, within six days of the release of Apple’s iOS 7 on 20 September 2013, 50 per cent of the operating system’s users had upgraded. By the end of the calendar year, we expect this number to have risen to over 85 per cent. This dynamic presents a significant challenge to owners of branded apps: if you don’t quickly adapt to the latest operating systems, you run the risk of alienating those who have upgraded and if you don’t maintain your apps across legacy systems, you’ll risk alienating those who don’t upgrade to new platforms.