BARCELONA — How often is too often for developers to update their mobile apps?

“We know companies doing updates at least on a weekly basis just to keep you live,” says Bruce Beckloff, corporate development head at Marmalade, a London agency whose technology helps developers deploy across multiple platform standards. “Everybody sees a little bit of an uptick in their downloads each time a new update is out there.”

But Beckloff observes updating at this frequency across all mobile app stores is time-intensive: “All of us in the ecosystem have to make this easier – there are too many apps out there, it’s getting very difficult to get noticed … We can see quite a bright future – but, right now, it’s quite difficult and quite fragmented.

Beet.TV interviewed him at the big Mobile World Congress convention.