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Category Archives: Mobile Applications

Why no one is paying for my Freemium App?

Having an issue with lower conversion rate for your ‘Freemium Apps’? You’re not the only one! Creating a compelling user experience and meaningful feature is critical to the success of any mobile application! It will not make a difference if you play around with the price or promotion; if users don’t value the experience your apps provide.

As the history goes on to say:it was in March 2006 when Fred Wilson described a business model that involved giving fully featured software for Free. And the term freemium was coined by Jarid Lukin a former director of eCommerce.

As a practice it is a simple concept; where you need to build a great product and give away majority of it for free! With-in the application you will have some built-in hooks’ that would lead customer to purchase something – a digital good, better experience, a locked feature, or say a unique level! 

Ever wonder why would a bank give you an app for ‘Free’? Or why is it seamlessly so easy for you to purchase a ‘Paid’ version of Dropbox? As an app developer how you can make your users convert from freemium to a premium version of your App without forcing them to do so!

Free

There are few things as app developer you should keep in your mind…

What you are giving away for free has to have a fantastic UI design as well as some value.Customer care about what are they getting for free…and the value it provides for them. Just giving anything for free and in turn expecting them to pay for more feature will not work!

Let’s talk about Evernote; they have close to 100 million+ users, and only 3.5 % of users are actually paid users. The conversion rate is very small but if you think in the context of 100 million; it is in fact huge! So why is that Evernote is successful? 

Realize this: Evernote > always had a search option. You could search for documents and it is beautifully designed; however, with the premium version to get to search within the document…now that is a real good need! The question that comes in the mind of a user who is using a freemium app,

“what if I can search with-in documents”

Free

This is where seamless transition happens, Evernote is not selling you something new, it is just an expanded version…as a developer or product manager for the app you need to entice some one; and then capitalize on the desire! And that is where you can leverage freemium to generate revenue!

Apart from creating a great product which generates revenue, it is to build something that people come back…

Another example is of Dropbox; why would you convert? You always had free storage…at your disposal, but there is a need for more…and that is where you ask a question to ‘Virtually’ yourself and App; how can I get the more storage? And this is where the Premium helps you!

Measuring the Usage and not just Download!

You need to understand that just because your app is a free to all, and scores huge number of downloads; doesn’t always mean that it is being used! You need to have very very targeted effort on Average Weekly/ Monthly/ Yearly usage, and not jus the downloads. User should care enough to use, come back and see the value in your App.

As a product manger for these apps you should think, and think on What if terms, you should know what questions user could be asking themselves? What are the use cases for premium apps.

This is absolutely clear that in App business you are talking in currency, and one of them is “Currency of User’s time” : If your app can make the first impression, for the first time; and for freemium it is very important, that is the initial sell. And once this is done, you need to make it a part of their pattern, day and / or week. From there you should then use the hooks that allows the user to willingly pay you for usage…this way you create a natural balance to use!

And also you end up closing the gap between use and Pay!

Your users should not even feel like it is a conversion, for them it should just be extending what you’re doing
Introducing a new feature…I am searching now, I can search more [Evernote]…I am dropping more[Dropbox]…

Are not you seeing a great pull from users…it is so much pull from them…this is not just selling…you should find that sweet spot, where there is no friction…

Another important point is Price! 

There is always a threshold of price like say for games they are almost always charged at USD 0.99 or say INR 99 etc..There is always a mental threshold for mobility…which says anything accept very low!

Pricing is a strategy…for Evernote it is USD 40 for a year, and this is a mental threshold, for one user USD 40, and for 3.5 million…whooo hooo! This is huge! 

Why don’t people convert? You only have the answer for this!

Because your app doesn’t make things easier for them…once they wanna buy its a huge trend in favor of you! You have to make it very simple…have an option feedback in case something goes wrong if you are using a security code, let user know what does that mean…use less of abbreviations which your user staff may know, but your users may not! Don’t make it painful for them. Since you’ve got the value proposition, now you need to make experience of buying simple…for example don’t ask for Credit Card again and again!

How do you promote to let people know that there is a paid model?

This is immensely important, as you really don’t want to stick it in to their face…It is very critical for you to not to interrupt users in the middle of a task! Users really do’t convert when the real value is hidden behind the ‘Paywall’

Make your App and the experience associated with this app so beautiful that you create get big community, and in turn the community advertise for you! This is pretty obvious but at times the focus is so much on the conversion and getting business value out of the app, that you almost forgot that app needs to have a great user experience.

I would end it by saying, why is that a bank gives away the app for free..? Simple since its the app which is a front end for the services they have to offer, and in turn it only increases the business for them.

Some times let it be free, it can be a front end for your customers!

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Posted by on January 17, 2014 in iPhone, Mobile Applications

 

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Android Eco System and its viability

Android market share is eclipsing all competitors increasing from 2% two years ago to over 50%. Android Market has over 500k apps. Andy Rubin twitted this month that about 800k Android devices are activated every day. Android has been a billion+ dollar business for Google for 1.5 years. The business is good, right? While the short term gains are very impressive there are 4 fundamental problems with Android ecosystem which raises questions about its future.

·        Patents and insufficient of intellectual property portfolio. The main Android value proposition to OEMs was free license. Now increasingly OEMs, such as HTC and Samsung, are paying patent royalties to Microsoft higher than licensing fees for Windows Phone. OEMs also pay royalties to Apple and in selected markets was banned. Most recently courts ruled in favor of Microsoft against Motorola Mobility which is being acquired by Google.Android is no longer free. To maintain margins at the same level OEMs will have to cut cost at the expense of hardware, which will diminish user experience. OEMs will no longer have incentive to favor Android when Windows Phone is a viable option.
·         Fragmentation. Second biggest value proposition was Android openness. Anybody can take the source code and change it to fit their needs. Leading OEMs, such as Samsung, HTC and Motorola have blended their brands and color schemes into Android devices. They also have changed source code making apps not compatible across different devices. It frustrates developers and users. Google has tried to control that to some extent which received cold reaction from the ecosystem stakeholders.
·         Security. Android Market has no barriers of entry for malicious software makers. Scammers can have an app published within minutes and Google does not verify if the app is legitimate or even works. Google has been very proactive removing malware postpartum, which is often too late – damage is done. Competitors, such as Microsoft are using it to lure away the Android users burned by scam artists. Sooner rather than later Google will face “Toyota problem”, when strong brand known for quality was hit by nemerous safety defects losing it’s global leadership in car sales as a result.
·         Slower market share growth. When a product has a lion share of the market (Android commands over 50%) the remaining half is much harder and takes longer to acquire. When you reach the bell curve the market segment is very different and requires different approach.
 
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Posted by on January 4, 2012 in Android, Mobile Applications

 

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Smartphone Mobile Automation Testing

As smart phones move into the consumer and enterprise space, there is a growing need to test the suite of applications that reside on these devices. Test automation has always been an attractive alternative to expensive, time consuming and inconsistent manual testing – the question now becomes “How do we leverage test automation in this new, ill-defined space?”

Let’s try and understand test automation and test execution that will yield the highest return given the maturity of the smart phone space. Let’s also talk about the factors we should consider when implementing a test architecture to support this space.

Consider the Challenges :

Before we address the question of smart phone automation, we have to accept the unique set of challenges smart phone development and testing represent and how these challenges impact your overall mobility testing program. Smart phones, when combined with other mobile devices, represent the fastest growing segment in IT terms of market share, OS deployments, device deployments and software deployments, with a constantly growing set of basic functionality. At the same time, these devices represent one of the least secure deployment architectures IT, as a whole, has ever been asked to address. This means any test automation program needs to be pragmatic, supported by a flexible supporting architecture and focused on high-yield opportunities – your test automation yield being defined in terms of full-time equivalents – high being defined as at least eight to one. You need these types of yields to help offset the impacts of a constantly changing device and application landscape.

In terms of a “smart phone test automation program,” the target needs to include high-yield elements of your application space that the current set of automation tools can address. How much test automation to apply towards a program must align with these goals. Otherwise, the long-term success of the test automation effort will be in jeopardy and will almost certainly fail.

Though the focus of this article is on the implementation of a smart phone test automation program, it must be noted that test automation is not a silver bullet – treating it as a “cure all” will certainly lead to disappointment.

Test architecture: Leverage “soft” solutions that work across multiple devices and multiple OS’s

The early adopters in the smart phone testing space implemented architectures with both logical (i.e. test automation tools) and physical (i.e. cradles) components. As smart phone vendors, developers, consumers, and enterprises begin to treat smart phones as business appliances, test architectures need to become cheaper, faster and more nimble. History has shown us that this leads to software-driven solutions that leverage OS provisioned “hooks” and on-device agents.

New “players” in the smart phone test automation space are introducing promising software-driven approaches to smart phone test automation;  approaches that require minimal hardware – often just an IP address on your existing network – while leveraging existing test management toolsets. This enables you to implement a cost effective on-site smart phone test automation solution – a must have for many financial institutions.

Test design: Use keyword-driven automated tests, manual look-and-feel tests

A keyword-driven test design and automation approach yields a significant return in the smart phone testing space. The difference between the smart phone space and more traditional interfaces is the focus of your test automation design. To date, harvesting the highest yield from your keyword-driven test case designs involves focusing only on business functionality – look-and-feel testing appears to be best left in the hands of manual exploratory testers. This split supports a sustainable test automation solution while preventing look-and-feel issues from escaping into production undetected. It also enables automation solutions that work across more than one device or one operating system.

In summary, strive for:

  • Business events captured in keyword driven automated tests.
  • Look and feel captured by skilled manual exploratory testers.

Build: Focus on building what you need and refactoring when additional ROI is available

Constructing a test automation solution involves a set of choices that automation engineers – especially more disciplined automation engineers – may find difficult to accept. Smart phones represent an evolving architectural space so investing in a sophisticated test automation framework may be premature. Opportunities to create modular, maintainable toolsets should not be ignored but try to determine if the investment is going to harvest an eight to one return before proceeding. In this space, you have to be willing to drop current solution sets and invest in newer solutions – if the return on investment changes to favor a different approach. An Agile approach to both test automation and the supporting test automation framework yields the highest return – build what you need when you need it and re-factor/rebuild when the return on investment dictates you should.

Execution and reporting: Test management solutions that support mechanized execution

The sheer volume of mobility test cases requires a test management solution that enables mechanized execution and reporting across a large number of devices on a regular execution schedule. Several commercial solutions provide this functionality – look for test management solutions that support software-based automation solutions. This will allow you to harvest the return from the next generation of tooling that leverage approaches that require minimal hardware – OS-provisioned “hooks” and on-device agents.

Conclusion

As has been stated before, test automation is not a silver-bullet – it is a powerful test enabler when used appropriately. Test automation is becoming an absolute necessity with the explosive growth of smart phones and the applications that reside on those devices. Appropriate investment in the test automation will yield returns – but as we have already discussed, this return must be higher than traditional test automation (“8 to 1” vs. “4 to 1”). As the test automation tools, devices and OS’s mature your organization should be willing to move into more effective solutions – especially when there is a significant difference in ROI. If the history of IT and testing in IT shows us anything, it is that you do not want to be behind the curve in a quickly evolving space – your costs will quickly become prohibitive if you do not adapt to changes within the mobile and mobile testing space.

 
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Posted by on December 1, 2011 in Mobile Applications

 

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Why iPhone apps outsell Android apps

A recent internal study carried out by Distimo found that the top 200 highest grossing apps in the US generate over three times more revenue in the Apple App Store for iPhone (excluding iPad) than they do in the Google Android Market. And, crucially, this is a trend exaggerated in most other countries outside of the US.

The most recent figures from ComScore revealed that Android phones now account for 44.8 percent market share, compared to 27.4 percent for iPhone, so the fact that the revenue generated by iPhone apps is so much larger than it is for Android is surprising. They have tried to identify some of the reasons why the revenue of Android apps lags behind that of iPhone apps.

App discoverability
One reason lies in app discoverability. It should be easy for smartphone users to find the most relevant content for their phone with just a few clicks, and the most important and easy way for many smartphone customers to find applications is by means of the top overall applications in the app store associated with their mobile device. So, how are the iPhone and Android phones different in this respect? The difference lies in the content refresh rate of the top apps. As per a research done by Distimo, they had a look at the top 100 free and the top 100 paid applications in the US every day during September 2011, as research has shown these applications to be the most relevant when looking at app discoverability. They found that 631 distinct applications had a top 100 free or paid ranking in the Apple App Store for iPhone in September. By contrast, they found that only 313 distinct applications had a top 100 free or paid ranking in the Google Android Market in September. This implies that while the top 100 applications refresh quite fast in the Apple App Store for iPhone, the top apps in Android Market have remained nearly the same for the entire month. This makes it much less compelling for Android users to browse through the top Android Market applications on a regular basis to find new applications and spend their money buying apps.

Content volumes
Another important reason for the lower amount of revenue in the Google Android Market is the available content in its store. There is always a debate between fans and supporters of iPhone and Android phones about which store has the best available content. It is hard to measure quality in an objective way, but they tried to find a way to assess the quality of the apps nevertheless. Researchers analysed the top 100 most downloaded free and paid applications in the US during September in both the Apple App Store for iPhone and the Google Android Market to accomplish this. They looked at whether the top applications on the iPhone were also available for download in the Android Market, and 31% of the top applications on the iPhone were also available in Android Market. However, when looking at the top applications in the Google Android Market, 41% of the top applications were also available in the Apple App Store for iPhone. More top Android content is available in the Apple App Store than vice versa, which leads us to conclude that iPhone is the leader for new unique top content and Android is the follower. This is yet another reason that users may find it more interesting to browse through apps in the Apple App Store for iPhone than in the Google Android Market.

Ease of payment
An important reason why iPhone developers are able to sell more apps than Android developers is the cumbersome payment system associated with the Google Android Market. It is virtually impossible to get an Apple ID without having to enter any payment credentials in the Apple App Store – even when downloading only free apps. This makes buying paid applications later on much easier and accessible in the Apple App Store. Reversely, the Google Android Market makes it easy to download free applications without having to enter any payment options. Without these payment credentials filled in, it is much easier to download a free app the next time a user visits the Android Market than it is to download a paid app. There are rumours that PayPal will be a method of payment for apps in the Android Market in the future. This would make it much easier for many more people to download paid apps, since many people around the world already have a PayPal account.

Content is still king
There are several reasons why the Google Android Market has fewer sales than the Apple App Store for iPhone, but the most important reason is the content itself. Right now, the Google Android Market is the follower and the Apple App Store for iPhone is the content leader. The App Store for iPhone appears to be the most interesting store for users to browse content, but whether this will change in the future largely depends on the monetisation options Google will offer to make developers come on board the Android platform. The available payment methods and ease of payment appear to be important barriers to successful monetisation for developers in this respect, which means that content in the Apple App Store reigns supreme for now.

 
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Posted by on November 28, 2011 in Mobile Applications, Usability

 

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Designing Applications for Kids…Mobile Apps…

This is an amazing article which talks about ‘Designing Apps for Kids’; a great insight by UX Magazine.

Here are some suggestions for designing and devising apps for children to help ensure the apps are correctly used by preventing some common design issues.

THE SPLASH SCREEN

Kids at preschoolers (ages two to five), do not quite grasp the concept of patience, especially when it comes to digital devices.

A splash screen that takes more than ten seconds to load will give rise to comments from kids such as, “Mommy, it doesn’t work.” They will get frustrated and lose their patience the first time they use the app.

Splash screen

The Splash Screen for The Fantastic Flying Books of Mr. Morris Lessmore

Even though The Fantastic Flying Books of Mr. Morris Lessmore is an amazing app for young audiences, it takes between 24 and 28 seconds to load. But the soothing splash screen music keeps kids calm while the app finishes loading.

A splash screen is certainly necessary, as the app content needs to load before it can launch. But we should offer alternatives to this loading process to entertain kids while the app is loading; a puzzle or perhaps an animation could fill out this “waiting” process.

THE HOME SCREEN

An app’s home screen is generally not useful for children between one and three years of age (this changes from age four onwards). These children cannot read or write and do not yet know how to make the best decision when presented with several options.

In a usability tests we have noticed, for instance, that if a child wants to restart or resume a game, story, or activity, the child will not tap on the back button, which is designed to resume the game or revert back to the home screen. The majority of children press on the iPad’s or iPhone’s home button, causing the app to exit, and then look for its icon and launch it all over again.

This means that apps aimed at children between one and three years of age should immediately launch when they are opened, with no home screen or any other interstitial screens.

Kids Song Machine

Kids Song Machine: A clear example of a simple and straightforward start screen.

For an app aimed at children aged three and above with different options to choose from, a plain and simple start screen can be used.

It is best to use very few buttons (three or four at most), maximize the size of the target tappable areas, and create the sensation of clicking so it feels like they are physically clicking on the buttons, which can help prevent possible mis-taps.

Alpha Writer

AlphaWriter by Montessorium home screen only has two large tappable areas with clear, concise, and meaningful drawings for children from ages four and over.

The Settings

This is recommended settings buttons, as children often tap them accidentally. If an app has settings that require frequent configuration, they should be designed to be so simple that if the child accidentally changes them, it will not greatly affect the app’s performance.

The Wheels on the Bus app features a button on all screens to change the language or the song, or for kids to record their own voice. Even though children constantly touch them, these types of settings do not affect or determine the overall performance of the app. It is a good example of a non-intrusive setting.

Wheels on the Bus Settings

Settings of the Wheels on the Bus

From our perspective, settings are a function for parents, not for kids, so this is recommended to put them in the device settings panel. Configurations can be made according to each child’s needs in the Applications Installed section. The frequency of and room for error can thus be reduced.

Interaction Design for Kids

Think big! Think enormous!

Look at any child’s toy truck. It’s enormous. And look at jumbo construction sets for preschoolers for instance; there isn’t a single small piece. Between 18 months and three years of age, children develop fine motor skills, so bigger is always better, particularly when it comes to designing apps.

Kids are drawn to large objects, especially if they are simple and easy to recognize.

Abeja on ABCKit

The “A” from “Abeja” (on Spanish) feature in the Know section of ABCKit for iPad

It is also observed a two and a half year old boy call the ABCKit app for iPad, “A de Abeja,” because the first thing he would always see and select on the screen is the first letter of the alphabet in the “Know” section of the app.

Easy tasks

Creating and developing easy tasks is the key to a successful app for kids.

Audio-visual enhancements that kids need in order to interact with the app should be obvious in the majority of cases, although, the sudden discovery of hidden features prompts kids to play and arouses curiosity in older children. This sudden discovery enhances the joy that preschooler kids need once in a while to delight their curiosity in fun ways and make them notice that there still some hidden areas waiting for be discovered.

Toy Story for iPad

Toy Story for iPad

In Toy Story for iPad, small details such as the glowing light in the middle of the image give kids a clue that they can tap on the image and release new actions, such as hearing the voices of the characters or watching a short clip from the movie.

And even though designing to make tasks easy is nothing new to UX designers, in the case of children using tactile devices, ease-of-use rules and practices must be simplified and re-interpreted. When it comes to develop an app, not all of the patterns defined in guides like Touch Gesture Reference Guide can be followed. For instance, when a child holds an iPad with both hands, usually his fingers are touching one of the corners. When the child tries to tap another part of the screen to activate an action in the app (e.g., move an object, turn the page, etc) the application may ignore the action. This happens because the device interprets child’s hand holding the screen as a long tap, and does not execute the action being requested with the other hand.

There is a high probability that kids will unintentionally constantly touch the screen to hold the device, or will simply put their hands on it. Apps for kids should be much more forgiving with these types of gestures in order to function properly.

Challenge and reward

Kids respond to being praised and rewarded; positive words give them self-esteem and let them know that they are doing something well.

Games and challenges should offer positive feedback to let kids know they are moving forward. A clap, a word of appreciation, or just a smiling face indicating success will make the child happy.

Alphabet Phonics

In the ABC Alphabet Phonics for iPad app, every time kids tap on the correct letter, the app encourages them with phrases of positive reinforcement such as “Good Job” or “Awesome.”

Kids get bored with apps very quickly. Unless they feel entertained or are challenged to win a game, they just switch from one app to another.

It is very difficult for children between two and three years of age to follow a game. They expect to be guided by the app, and expect that every time they touch the screen something will happen and, in general, they have no interest in competition. Children between four and five years of age enjoy challenges, are focused, and can have a lot of patience if an activity is stimulating enough. They like the feeling of being challenged.

Children six years onward strive for perfection; their idea of fun is winning. They do not simply want to achieve the goal, they want to achieve it first, make no mistakes, and do it better than their peers—they want to be number one.

Perfect F on ABCKit

During our tests with ABCKit, kids aged five and a half and over would trace the letters again and again if they were not happy with the result.

Educational or Recreational?

As per opinion, apps for kids should be both educational and recreational; one does not exclude the other.

It is long-proven that learning should be fun for children. Fun develops the child’s innate ability to comprehend while learning because the fun enhances the natural curiosity that all kids are born with.

When children (and grownups, too!) do something for fun, they will do it a thousand times just for the joy of it, and that’s when learning happens. This is learnt and comprehend when we’re repeatedly exposed to specific stimuli and information.

Fun and learn should be always in the same context; if not, learning stops being natural (and fun), and it becomes merely teaching.

 
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Posted by on November 8, 2011 in iPhone, Mobile Applications, UX and Usability

 

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Mobile Application Testing

Whether your background is in quality control, telecommunications, or product management, a project that has you testing mobile devices and their applications will surprise you. Here’s what you need to know to make it a success:

  • Mobile devices are consumer devices;
  • You need to test on emulators and real devices;
  • Touch matters;
  • Networking often works badly; and
  • Usability testing will probably be more important for you than on any project you’ve done before.

To understand how these mantras apply in quality assurance, think through some of the implications:

Mobile devices are consumer devices

Mobile markets–cellular handsets, tablets, and so on–are different. Many of your end users will be people who don’t use desktop computers, or do so only rarely. They know nothing about keyboard shortcuts that your cells have memorized. They’re more likely to have chosen a device based on the color of its case than its CPU specifications. “Hardware refresh” cycles are around a year and determined by physical loss and service contract renewal rather than technology. Desktop computers might resemble furniture or dishwashers in their production and marketing; mobiles are more like shoes.

This has consequences both in technology and use. Mobiles incorporate rather remarkable engineering that can be updated even within a product release; software inevitably struggles to keep up, and often ships with substantial errors. Two examples of the same telephone handset–same brand and model–can easily differ enough in the details of their operating system (OS) releases that one simply fails in an application programming interface (API) that the other handles without a hitch.

You need to test on emulators and real devices
One of the consequences for your test plan is that you’ll need to schedule phases both for testing on emulators, and on model devices. You must take advantage of the emulators (and, occasionally, simulators) that are available for nearly all mobile devices to exploit the opportunities they offer for automation. Any “continuous testing” and comprehensive regression testing probably need to start on emulators.

It’s indispensable, though, to test thoroughly on real devices. With all the engineering variations in what reaches your end users, it’s unlikely that any emulator can keep up with what you truly require of it. However tedious it is to maintain a mobile inventory and tap away at it, there’s no alternative for “shaking out” the faults sure to turn up on your first releases.

Touch matters

It’s not just that emulators don’t track subtle differences; they still largely fail to manage touch. It’s taken years for the testing community to figure out “best practices” for validation of all the behaviors mouse pointers elicit from applications. We simply haven’t advanced far enough yet to have touch interfaces right.

That doesn’t mean touch shouldn’t be tested–far from it! The point is that you’ll want to invest extra time in crafting your test plan to figure out how to address touch. Your end users certainly will be counting on gestural interfaces; in fact, many of them will regard gestures as the natural door to applications. Did your application originate on the desktop, with the conventions and idioms expected there? That doesn’t matter at all to your new mobile audience. Adjust your plans accordingly.

Mobile networking is erratic

What use does your application make of Internet networking? Maybe none. Maybe it’s purely a local application. Mobile devices–often endowed with accelerometers, GPS (global positioning systems), and an abundance of other features–certainly have the potential to do wonderful things on their own.

It might surprise you how often your applications “calls home,” though. Consumers expect applications to tell them the traffic conditions five miles ahead, which of their friends are currently visiting the local block, and whether it will rain tomorrow. Typically all those reports, along with a lot of internal “housekeeping” functions, rely on Web connections.

Those Web connections are better than what science fiction imagined just a few years ago. The engineering underlying them is quite marvelous. It’s also rather immature. In particular, the way the Internet Protocol (IP) and especially the Hypertext Transport Protocol (HTTP) are packaged for wireless 3G transmission leave them vulnerable to delays that simply have a different shape than even the most congested wired environment. It’s not enough to estimate that your application either can acquire a strong signal, or it will switch gracefully to a disconnected mode; you need to prepare and test carefully for long, long delays while nominally connected.

Usability testing will probably be more important for you than on any project you’ve done before

At one level, mobile devices are “just computers,” like the ones you’ve already managed and tested. Many of the details are different, though, and many of these different details will be more apparent to end users than they are to you. You must stage “usability tests” or otherwise watch and learn what your real-world audience does with your audience.

Even if your application is an unusual one, in that all the end users also use a desktop version of the application, you’ll find they have different habits with mobile devices. There’s no substitute for sessions with new real-world users.

 
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Posted by on November 1, 2011 in Mobile Applications

 

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Marketing Strategy : Mobile Applications

Developing a mobile app? Cutting edge social media marketing techniques can be combined with classic marketing tactics to ensure your success in the App Store.

After scoring millions of downloads and millions of revenue, popular mobile apps like “Angry Birds” or “Tap Tap Revenge” have become the gold standard for independent mobile application developers everywhere, as every new app strives to reach the weekly top downloaded app ranking or to become featured in the App Store. Clearly, besides being superlative products, both in their ease of use and their entertainment value, these apps also owe their commercial success in no small way to successful marketing, especially through viral marketing and word of mouth.

However, what should mobile developers consider if they were to emulate those experiencing success with their own applications? Is there a surefire secret sauce of mobile application developments that only a few savvy companies know and utilize to their great benefit?

A successful mobile application marketing is all about a good combination of tried and true software/technology marketing techniques and creative, innovative marketing tactics that rely on the unique mobile application distribution model.

Here are some key takeaways:

Pre-launch: To ensure launch success, mobile application developers should use a number of tactics to generate interest in their upcoming apps. These include word of mouth marketing, allowing  sneak/exclusive preview,  developing an attractive app website or landing page, distributing an app video, etc. Social Media place an important role, you get to advertise your app to wider genre of people.

– Just after Launch: Mobile application developers should focus intensely on user feedback gathering, lead generation (through paid advertisement), continuation of word of mouth campaigns, and immediate submission of the app to various mobile apps review websites. Websites like GetSatisfaction make your life so very easy during this time frame.

– Post Launch: Important tactics include app store listing optimization, submission to popular mobile app blogs, user generated content, creating user videos to maintain the marketing momentum and ensuring that the app continues to raise interests.

– On-going maintenance: Continue to grow the app’s presence online and in the app store by encouraging user generated content, considering the creation of a user community, pushing automatic updates, and maintaining blogs.

-Web marketing strategies can be used to help gain momentum for the application in the beginning. Paid advertisements, a launch website, and PR 2.0 efforts are all important in getting the app out of the gate.

– There are some tactics that are unique to the mobile application market such as App Store listing management and optimization (so that the apps can be found in as many relevant searches as possible).

Cross-selling and up-selling are important since the mobile app, once in use, has a captive audience that is perfect for these techniques.

Developing a great mobile application is just half of the battle to App Store domination. Savvy marketing techniques and judicious combinations of traditional and new age marketing tools are important to the ultimate success of your application and your revenue from the app.

 
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Posted by on October 18, 2011 in Mobile Applications

 

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