Mobile marketing firm Fiksu has published a lengthy blog post outlining why it thinks Google’s Play store for Android isn’t the revenues wasteland that many iOS-only developers accuse it of being. “While we’d never suggest that the iOS market be ignored, once you do the math you may find that Android represents a much more compelling (and profitable) opportunity than you thought,” explains VP Craig Palli. He praises the no-approval process that helps developers “quickly iterate your design”, as well as Google’s “strong search engine that makes it easier for interested users to find your app”. The key to making money, according to Palli, is effective user targeting, designing for the platform, and prioritising development to the “subset of roughly 20 devices [that] makes up about 80 percent of the volume for Android”. Food for thought.