ISVs & Developers: Your Concerns about App Store Sales Models?

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Developer and ISV feedback on app stores as a software distribution model has been mixed. Some developers love the new model for distributing software and see it as the wave of the future. Others refuse to sell via app stores and feel like the downsides outweigh any of the additional customers that may be won. Many see challenges with the 70/30 revenue split, brand recognition issues, brand awareness concerns, declining ASPs, etc…

What are some of your biggest concerns with app stores? Are any concerns big enough to keep you from selling software via this distribution method? How do you make the decision on which application stores to engage with? Will the emergence of HTML5 help or hurt?

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