What happened to Molto (and what might happen to other free business apps you use)

Have you used Molto? We have. Being in the digital infrastructure business means it makes sense to try new apps as they hit the market. Molto is a free email management app that has earned excellent critical and technical reviews, and was hugely popular.

But now it has disappeared.

Earlier this week, Molto sent an email to say that they were stopping support, turning off some key features and stopping new downloads of the app.

They wrote:

Dear Molto Users,

We regret to inform you that we are closing down support for the Molto App.

You can continue to use Molto if you have already downloaded it but certain features will no longer be available and there will be no further app updates released.

Please note that from 1st February, you will no longer be able to receive push notifications.

We hope you have enjoyed our service.

Best regards,
The Molto Team 

So, that's less than a week's notice for the businesses and consumers using the app to find an alternative and wade through any migration issues they might encounter.

How can Molto just disappear?

We don't know the ins-and-outs of Molto's situation, but we can talk generally about free business apps and software.

Very few software or service suppliers set up out of a sense of civic duty. The chances are:

• The company wants to build an audience that it can later charge for the same or similar services.
• The company wants to build a reputation that is sufficient for a third-party to buy its technology, its expertise or its withdrawal from the marketplace.
• The company is a side project or labour of love and will slip down a list of priorities at some stage if it's competing with family life and gainful employment.

The free model can seem very appealing to a business on the lookout for a bargain. Unfortunately, the footloose nature of the service can also work against the user.

It's often said of digital businesses that if you're not paying to use their services, you're the product rather than the customer. There is some truth in that when it comes to free business apps. With no contract, there is no commitment (in either direction). 

How to avoid getting burned when a free app shuts down

• Diligence. Don't treat digital products any differently than you would treat services in the real world. Choose suppliers with a proven track record and financial staying power.
• Research. Who is behind the app? Email to ask them about ownership, how long they've been running, what size they are and their future plans.
• Gut feeling. Did you get a good vibe from their answers? If it sounds too good to be true, it probably is. Remember, very few app developers survive their first year. Will these guys?
• Think long-term. Yes, it's tempting to take a punt on an ultra low-cost app or service. But will you end up spending more in the long run to untangle yourself from them if their business fails? 
• Shop around. What is it that's attracting you to that particular product? Ask your trusted digital service supplier whether they use or have seen something similar. It might be that a more established player is doing exactly the same thing.

If you don't follow those tips or you decide to go ahead with the free service, keep in mind that it could be pulled at very short notice and you'll be able to do very little about it.

The next Molto is just around the corner.