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How do you know which app distribution is best for your business?

Application Distribution

To determine what method of app distribution to focus on, you first need to be clear about what the goals of your app development are, and where these sit in your overall marketing and sales strategy.

Apps have the potential to reach millions of people. There are two main reasons to create and distribute apps: 1. Revenue 2. Branding. The two may cross over but they don't necessarily have to. Choosing the right platform, development budget and price point are vital to the success of your app.

Building your brand

If branding is the goal, make your app attractive and easily available - ie: very cheap or FREE. This way people can download your app, use it, like it, recommend it and be groomed for purchasing a more expensive/sophisticated version once it is launched.

Revenue raising

According to UK company Gartner (leading IT research and advisory company), global revenue from mobile app stores is set to exceed $15.1 billion in 2011. This trend is not considered to be a fad. Analysts agree that apps - particularly mobile apps - are here to stay, and represent real opportunity for business revenue.

In order to sell an app with revenue building in mind, it has to be unique, sophisticated and extremely valuable. One of the most successful apps of 2010 was TomTom - the American navigation app. There is loads of value in this app - it combines street directory, GPS, traffic updates and a number of other functions.

Choosing your app distribution method

If you have developed an app with and for a particular platform, using the associated app store is usually the best way to distribute your app. Remember, not all apps get approved by the stores and the waiting period is quite long, so plan well ahead if you have a big launch date to meet.

There are clear benefits to selecting a store such as Apple due to its vast distribution capabilities. Although keep in mind you will still need to find a way to get your app noticed about the 100,000's of others.



Native platform app stores include:

  • App Store (Apple)
  • Android Market (Google)
  • RIM (Research in Motion) App World (BlackBerry)
  • Ovi Store (Nokia)
  • Windows Phone Marketplace (Microsoft)
  • App Catalog (Pal/HP)
  • Brew (Qualcomm)

Third party app stores include:

  • GetJar
  • Handango
  • MobileRated
  • Mobango
  • Optus
  • Samsung
  • Amazon
  • Handmark
  • LG
  • Shopify

The alternative app distribution choice is to go with a third party app store. This gives you much greater flexibility in app development as you are not restricted by the store's technology and policies

Other marketing strategies for app distribution

Incorporating app distribution into your online and off line marketing strategies is also important. Selecting the app store or stores is crucial, but further promotion of your app is essential to reaching your distribution targets.

For assistance with all aspects of your app distribution strategy and how it fits into your overall online and off line marketing, please get in touch. We can assist you in clarifying goals and developing and implementing practical strategies.

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