APP MARKETING

Critical Success Factors in App Marketing

Critical Success Factors in App Marketing

Introduction

The main purpose of this paper is to make an analysis on the success factors of app marketing. It makes analysis on the lessons learned from selected European countries. The scope of application marketing is increasing all over the globe. The competition in terms of applications is increasing day by day. Now almost each and every company in the mobile industry is running towards innovating advanced applications, to market their products.

App Marketing of Downloadable Application Marketing

The term app marketing or the downloadable application marketing is the term used for marketing through the mobile applications. The mobile applications can be telephony and messaging services, games and videos. The different tools used for downloading the applications in UK are also a medium for the app marketing like Opera Mini browser, and blogs like ContentNext.

There are different types of mobile applications, like the mobile web, internet browsers, social network clients, sports, leisure sports, video players, audio players, calendars, calculators, spreadsheets. The scope of advertising with the mobile applications is increasing day by day. Companies use this tool for the purpose of increasing their revenues and profits. The researches show that the marketing through mobile applications is a significant source to earn the high revenues in UK markets. Mobile application market is experiencing a high growth with high profitability, for example, iTunes make it easier for consumers to pay and served as a virtual wallet used by 125 million consumers; at the same time, the other open platforms like Andriod also share the same features (Tarnacha, 2008, p. 40). Thus, they can surely attract more and more developers. Big companies such as Google, Apple, RIM, Microsoft are heavily investing in mobile applications development and their platforms. Nevertheless, there are numerous independent developers since the Android and iOS are open platforms where any registered developers can upload and sell their applications. Thus, in UK markets, except those platform suppliers, there are many companies in smaller sizes experiencing fierce competition. In such situations, developers will tend to earn a lower return on their investment until they gain more market share and build significant customers loyalty, but this achievement requires that they are able to differentiate their offerings and keep providing absolute value to their customers, and hence grater margins (Maitland, 2008, p. 23).

According to Gartner's recently released report mobile applications and applications for media tablets is on the list of technologies that are going to continue to grow and develop rapidly, eventually replacing some or most of the functions that users have currently accustomed to performing using computers (Tarnacha, 2007, p. 12). Gartner also predicts based on current figures, which customer expectations are going to shift towards the prospect of availability of a huge number of services being available to access and utilise using mobile devices and media tablets as well as the ability of companies to deliver those expectant services into the mobile world.

Having witnessed the development and growth of app marketing ...