Openspace's Physical App Store: A Bold Move in App Discovery and Distribution

Openspace's Bold Venture: Bringing App Stores into the Real World

In a move that challenges conventional wisdom, Openspace, a startup founded by Robert Reich, has launched a physical, brick-and-mortar "app store" in Boulder, Colorado. This initiative is rooted in Reich's vision of "app-ification," a future where applications become more tangible, akin to physical goods like CDs, rather than transient digital downloads. While the idea might seem counterintuitive in today's digital-first world, Openspace aims to address significant challenges within the existing app ecosystem, particularly concerning app discovery and fragmentation.

The Problem: App Store Overload and Fragmentation

Reich and his team recognize the difficulties faced by both users and developers in the current app landscape. Popular app stores, like Apple's App Store, are often described as having "noise" due to the sheer volume of applications. While categories exist, drilling down into specific sub-groups can be challenging, making it increasingly difficult for developers to get their apps noticed. With over a million apps published, the discovery process has become a significant hurdle.

Openspace's Solution: A Unified and Curated Experience

Openspace's core mission is to allow developers and users to bypass the fragmentation inherent in various app stores and operating systems. Their platform enables users to purchase an application once and use it seamlessly across any device – smartphones, tablets, laptops, and desktops, regardless of whether they are Mac or PC. This approach aims to provide a unified and consistent app experience.

To further enhance app discovery, Openspace employs a strategy that combines algorithmic search with human curation and crowdsourcing. They organize apps into "Collections," allowing users to browse by broad interests like sports or food, or create more specific collections such as "Gluten Free Living." A "Community" section enables anyone to create and share collections, fostering a collaborative environment.

To manage this ecosystem, Openspace launched a complementary developer co-op. This cooperative structure allows developers to actively participate in setting the agenda and writing the rules that govern the sale of their apps on the Openspace store, aiming to reclaim monetization and distribution strategies for developers.

The Physical Store: Bridging Digital and Physical Worlds

The physical app store in Boulder is an extension of this community-centric philosophy. Occupying 300 square feet of their office space, it features "App Gurus" – knowledgeable staff akin to Apple Geniuses – who can provide personalized recommendations and assistance. This hands-on approach is designed to address the anxiety many users experience with powerful mobile devices and the vast array of apps available. Openspace has observed significant foot traffic, with diverse users, including parents and grandparents, seeking help finding the best apps for specific needs, such as calendar or productivity tools.

Reich emphasizes that the App Gurus are not incentivized to promote specific apps but rather recommend those that the community finds most relevant and that the team itself uses. This focus on community validation and direct user interaction is a key differentiator.

The Vision and Future Potential

While Openspace is still refining its revenue models, it has already attracted significant interest from app developers, having raised $1 million to date from investors like The Foundry Group and David Cohen of TechStars. The direct interaction model is particularly appealing for developers of complex applications, offering a way to coach users on maximizing app functionality, something often impossible in a purely digital environment.

The article concludes by acknowledging the experimental nature of Openspace's approach but highlights Reich's intelligence and the potential for this innovative model to succeed. The physical app store, while seemingly unconventional, represents a thoughtful attempt to create a more curated, community-driven, and user-friendly app discovery and usage experience, potentially signaling a new direction for software distribution.

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