We've been pointing out for a while now how many app makers can easily route around Apple's draconian app store rules by embracing HTML 5 and offering their apps through alternative means. While there are still some features that HTML 5 can't do, it can handle an awful lot (and many "native" apps were really created in HTML 5 in the first place anyway. Still, it seems like Apple's draconian gatekeeper-ism, and the ridiculously high 30% fee for in-app purchases, means that some big companies are finally discovering the HTML 5 opportunity. We already noted that the Financial Times' app went HTML 5 to avoid Apple, and now Amazon has made a big splash by releasing its Kindle app as an HTML 5 web app rather than through Apple's app store. Hopefully such high profile names help drive more companies to realize they have more than a single option. And maybe, just maybe, it'll convince Apple to be just a smidge more open.

It's amazing how people see one semi-successful concept and suddenly everyone has to pile on. The iPhone's app store has certainly been a success -- much more in terms of making the iPhone more attractive than for most developers. But it has all sorts of people thinking that "apps" are in again, and we're seeing app stores pop up in a variety of different places. The latest is Amazon's Kindle, which hopes to make the ebook reading device more valuable with more apps.

It does make me wonder, though, if people are betting too strongly on app stores, and not recognizing why it works so well in some areas. I also wonder if focusing on apps and app stores is going to make people miss out on the fact that web-based apps (that don't need to go through any app store) may overtake client-side apps. We've already gone through this on the desktop, and one by one, web-based apps have come along that match (or sometimes exceed) the functionality of client-side apps, leading many to turn away from client apps altogether.

Separately, adding another app store to another device may only serve to confuse (or annoy) some users. If you have an iPhone and a Kindle, and there are the same apps on both, which are you going to use? It may depend on the app, but my guess is that in most cases the phone is going to win out over an ebook reader.

Mike Arrington offers some unsolicited advice to Amazon about how to expand the market for the Kindle. In a nutshell, he thinks Amazon should aggressively license the Kindle hardware specs to third parties, and allow authorized vendors to use the Kindle brand. Amazon would require licensees to use the Kindle store, and would share the associated revenues. There's a lot to be said for a plan like this. The key to long-run dominance of many high-tech industries is to be the platform around which other firms build their products. Amazon's got a solid product with a fair amount of buzz at the moment, but that could easily evaporate if another company comes along with a more compelling product. Getting a lot of third-party vendors to build products around the Kindle ecosystem could help establish it as the standard e-book platform.

The difficulty with opening up the platform is that the Kindle business model—particularly the wireless aspect—depends on limiting the Kindle's functionality. Amazon is able to offer free cellular access for the life of the product in part because it controls the applications that will run on it, and can therefore guarantee to cell carriers that users won't start running bandwidth-hogging applications on it. And Amazon is willing to pick up customers' bandwidth bills in part because it charges premium prices for content, some of which is available for free off the open Internet. So if Amazon licensed the Kindle name to third parties, it would have two choices. It could tell the vendors they're on their own in terms of negotiating their own wireless plans, which would be a headache for the vendors. Or, if Amazon wants to bring third parties in under its own wireless umbrella, it will presumably need to impose some draconian restrictions on the functionality of the Kindle clones. And how many vendors are going to want to sell Kindle clones that have all the same limitations as the original?

I agree almost entirely with Tim Lee's assessment of the Kindle e-book reader, posted Monday on these pages, but as a wireless and telecom analyst, there are aspects of the device that are interesting and important - unfortunately for Amazon, they aren't going to help make the Kindle a success. The most interesting factor is that Amazon is basically launching an MVNO, called Whispernet that will use the Sprint EV-DO network. It certainly won't be the first MVNO on Sprint, and it won't be the first mobile device maker to brand the wireless service as their own (think Palm VII's Palm.net, or Blackberry.net when they both resold Mobitex service). But the Kindle is one the first mainstream consumer electronics device we've seen that is not a computer and not a phone but which still connects to a mobile broadband network.

This portends a future (that Sprint has been talking up a lot lately with WiMAX) where myriad consumer electronics devices like cameras, GPS devices, sensors, signs, etc. all connect to the "cloud" and have service either bundled in retail prices, or into some other service fee like Amazon is charging for content. This kind of device is a break from the normally carrier-controlled handsets we usually see, and is interesting for that reason alone. It's also a break from the $80 rule, where non-phones can only connect to cellular data for $80/mo. Since the Kindle device has limited Internet functionality, Amazon can predict average monthly EV-DO throughput per device, and negotiate a much better wholesale data rate from Sprint than $80, and can then afford to bundle that into content pricing. Don't get me wrong -- I don't agree with the content pricing on the Kindle. But the launch of an "Open Access" consumer electronics device with wide area network access bundled in has got me excited. Imagine now a GPS device from Garmin or TomTom that comes with a cellular radio for traffic updates, local fuel prices, etc, and the data plan is bundled into the retail price. Wow! Consumer electronics devices that could work right out of the box with full mobile connectivity, and a carrier that is willing to wholesale reasonably for that network connection! The times are finally changing.

On Friday, I expressed skepticism that e-book technology has reached the point where it will overtake the paper book. Now Amazon's PR blitz has begun, and so we're getting more details about the Kindle's features and pricing. I'm not impressed. First, there's the obvious point that the device's DRM will make a lot of customers wary of getting locked into Amazon's proprietary platform. But the even bigger flaw is the pricing model. Apparently, Amazon will charge you $1.99 for public domain books like Bleak House. Kindle also provides you with access to blogs, but only 250 of them (including Techdirt), and you have to pay at least a dollar a month for the privilege of reading what you can see here for free. And you can subscribe to the New York Times, but you have to pay $13.99 per month for that. This really seems like a strange pricing strategy. A lot of consumers will balk at paying for blog content they've always gotten for free online. Likewise, giving away public domain books would be a good way to spur adoption of the device at very low cost to Amazon. And it's weird to charge so much for a digital newspaper at the same time newspapers are dropping their paywalls online. Even the price for new books, $9.99, seems too expensive. Publishers don't have to print, ship, and stock e-books, so their costs are obviously a lot lower. On top of that, the demand for a lot of books is likely to be quite elastic—cut the price in half and you could easily double the number of sales.

The one undeniably innovative thing about the Kindle is the free wireless EVDO access. The limits on access to Internet content may be an attempt to keep the bandwidth consumption down. But in a world where you can get an unlimited data plan for your iPhone for $20 per month, they should at least have an option for a flat rate "all you can eat" data plan, which would allow you to access Internet content and subscribe to an unlimited number of blogs, newspapers, and public domain books. Bezos obviously wants this to be the iPod of the printed word. But one of the crucial factors behind the iPod's success is that it gives you free access to content in open formats. You can rip your CDs and listen to them on an iPod. You can subscribe to an unlimited number of podcasts. With the Kindle, in contrast, Amazon apparently expects customers to buy an unfamiliar proprietary device, and then pay a premium to read content like blogs and public domain books that's available for free on the Internet. Somehow I don't think that very many people are going to go for that.