Speaking at the All About Mobile conference, RIM’s Rana Puri offered several tips to smartphone app developers. Cautioning of the dangers posed by fragmentation, Puri warned, “You need to know your audience. You need to know exactly who your end customer is going to be and this is because the smartphone ecosystem is diverse.”

Puri recommended that developers keep simplicity and usability in mind, saying, “If your application is difficult to use, people won’t use it.” He also advised that developers begin performance tuning early in the development process.

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