This does not mean a windfall for developers because costs will always be a factor. However because of the enormous gains possible from this opportunity, costs of development will be essentially set by competition. For owners of brands and smart phone and app development companies to maximize their involvement in smart phone development one key is obvious. A well rounded, successful developer is extremely important.
With this solidification of hardware and mobile operating system platforms a developer looks at the tools needed to produce apps for the major players. The good news is that for two of the major formats there are enough similarities to make working on both efficiently possible. The market share of the major player is such that dedication of resources to app development for that platform is not considered a problem.
Development of brand awareness programs for desktop, laptop and tablet are very similar. One development team, be it contracted or in house, may be able to cover those formats successfully. Smart phones are different due to major differences between PC and Smart phone screen sizes and keyboard options. This is a major difference and can make a massive difference in the experience.
Brands that already have a web presence in the traditional desktop and laptop formats have an advantage. They know what areas interest customers that utilize the internet as an integral part of their lives. As those customers tie their lives even closer to the Internet, with use of smart phones, brands have the opportunity to start more extensive customer loyalty programs.
If the market fragments in a way that forces a mobile operating system to react with too many dialects, if you will, of that software, the developers that started too early have a big job to do in catching up with the various forks in the road of development. Smart phone development is just a new facet of the ever changing marketing world.