What Is a Killer Application?
A killer application—or a killer app—is a software program with a user-interface perceived as innovative enough to influence computing trends and sales. The term dates to the early development of personal computers and software in the 1980s, when accounting, database, and word-processing applications were first being developed for mass use. The term "killer application" may be derived from the fact that such an application was perceived to be innovative enough to overcome the competition and spur sales of both applications and computers running operating systems advanced enough to accommodate the latest innovations.Key Takeaways
- A killer application is a feature or piece of software so good that it drives sales and growth of the overall platform or company, similar to flagship products and brands in traditional industries.
- Killer applications can be a major source of competitive advantage, brand loyalty, and profitability for a company.
- In the modern economy, killer applications are sought by all kinds of businesses across many industries beyond technology and computing.
Understanding Killer Applications
Killer applications can be instrumental in driving rapid growth in sales of the platform on which they are based. They are usually a product or service that is a primary source of competitive advantage for a company. A prime example is iTunes, which helped Apple Computer overcome inertia as a niche computer manufacturer to expand into the broader entertainment markets. Other recent killer apps include WhatsApp, Snapchat, and TikTok. You can see the might of their popularity from the number of their users, the intensity of their use, and sometimes the valuation of the firms behind them. While some companies that develop killer applications can enjoy substantial margins and profits for many years, this competitive advantage does not always last for long, and short product life cycles are the norm rather than the exception.
As businesses increasingly adopted stand-alone computers connected by local networks or mainframes, both computer and software manufacturers developed more evolved applications. They allowed users to execute tasks without needing to know programming language or commands to save a file or send electronic communications. Over time, applications such as Microsoft Word and Excel became the standard for businesses, overshadowing earlier competition such as Word Perfect or Lotus 123. A similar dynamic played out as internet browsers and email applications competed for users worldwide.