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Long expected application Mailbox is available for download from the App Store from February 7. After downloading, however, instead of an e-mail client, you will end up with a countdown and wait in line for quite a long time.

The main reason why the Mailbox is only available after the "queue" is explained by the developers on their blog. Their software is dependent on servers, so a huge influx of iOS users would likely end in disaster and service failure. While this is a very likely scenario, it doesn't change the fact that you simply don't try the app after downloading it. You have to join a virtual queue and wait until it's your turn. First come, first served email. Is it really a concern about the functionality of the service, or just fancy marketing?

Even though people don't like waiting in lines, they still prefer to wait a long time rather than miss out on the next "wow app" that everyone wants.

And that's what the majority of people follow, sometimes even unintentionally. You think that's smart. Until you realize it's just a marketing ploy - to create as much buzz as possible around the app, while everyone knows what "the Mailbox" is. And everyone will want it, because not everyone can have it - yet. Users with a smaller number in the queue will brag on social networks, and Mailbox will thus get into the subconscious of others.

It's certainly a great idea to kick the user, but I don't think it's fair to them. You may argue that the app is free. However, the developers recently said that additional advanced features will be paid for over time. So we cannot deny them the fact that they are cleverly starting to create a large pool of potential customers.

Be that as it may, instead of excited anticipation, it eventually brought a great wave of negative reactions. And I join them. Currently, when you download the application, you "step up" into a line where more than 600 people will be in front of you. And believe me, the number is only going down very, very slowly. Although the app is free, it poisons you from the first launch. And sometimes it doesn't even happen, users often write on Twitter that they deleted the application immediately after trying the queue.

And I'm not the only one outraged by the developers' actions:

Martin Žufánek, @zufanek:
  • Tweet: "Wait x-weeks until it's your turn so they could use the Mailbox app to download mail from gmail? I roll my eyes like Hurvínek."
instanttaylor, @instantaylor:
  • Tweet: "Like everything else in San Francisco… I guess I'm in a long ass line for @mailbox."
  • [“As with everything else in San Francisco… Guess I'm in a damn long line at the @mailbox.”]
Muscle, @Stanosaurus:
  • Tweet: "So #Mailbox is the first app I haven't used yet and I've already installed an update. At this rate, the only function I'll use will be DELETE"

And when I asked, it didn't get much better:

Link conversation

And how does Mailbox (left) compare to the Sparrow client on another App Store? (Author: Federico Viticci)

A much better solution would be a closed beta version followed by a paid version. Or any other option, really, except this one, which pisses off otherwise spending iOS users.

I believe that the servers would most likely not be able to withstand the huge rush of curious users. But I also don't believe that it's just like that, and that there isn't clever marketing by Mailbox developers behind it all. We will probably find out how successful it will be in a few days, rather weeks. Personally, I just hope that a similar trend in offering iOS applications does not catch on.

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