Rana June Sobhany, co-founder of Medialets, the largest in-application analytics and advertising platform for the iPhone, puts forth thoughts
on marketing mobile APPs in this transformed world. Focus is on Apple's
IPhone and its applications, which is understandable in such a new marketplace.
The beginning reviews the past few years and the growth of
Apple's App Store. Mentioned are the number of new App hits and their
creators. There isn't much to learn here since most hits blossomed
in a small fish pond. Developers needed to do little but create an
product that didn't break on the IPhone.
The next portion of the book was a bit trying, droning on and on about
how the developer needs to create a great product. Sure, there is no
reason not to mention this, but the idea is churned out over and over
with little information on how to create a good product on the platform.
Things pick up after that. As I said, the focus of the book is marketing
applications on the IPhone, so the focus is on getting the public aware of the developer's App. Perhaps target marketing sticks out the most in this early part of the book. Given the way our world as become so fragmented,
with so many outlets to get information, it seems more important than ever
to know who your customer is. Ms Sobhany does a good job of emphasizing this point. Trying to capture everyone is a mistake, if your application
will only be of interest of 5 percent of the public. Know who your target
audience is, where they get their information, where they hang out, what they like to do, etc.
Another good point, given the emerged social networking explosion, is how
the developer should place their App in front of Twitter and Facebook users. Also, a great point, is the importance of creating a community of
App users. They are the audience: a great source of critisizism and new
features list. They carry the message of the App to the rest of the world
with their posts on Foursquare.com, Facebook, Twitter, etc.
A good number of other topics are discussed: the importance of the App
launch, press releases, networking with other developers and writers
at events, conferences, blogs, twitter, etc., positioning the product,
monitoring sales and using metrics to make intelligent decisions on how
to increase sales.
The book could have been better without so many examples that did not
support the topic in that particular part of the book. Often Ms. Sobhany
seems to mention stories simply because the developer has a hit App, even
though they were hits do to some piece of luck or timing which could not
be replicated by the reader.
On the whole, the book is worth the read for any person thinking of
creating a product running on cell phones, IPads, and such. There is
enough here to help the reader to improve the launch of their
application.
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