The Business of IPhone and IPad App Deve - Wooldridge_ Dave.pdf - The Business of IPhone and IPad App Deve (2920) - superktos86

Developer Success in the

iTunes App Store

The Business of iPhone and

iPad App Development

Making and Marketing Apps that Succeed

SECOND EDITION

Dave Wooldridge with Michael Schneider

For your convenience Apress has placed some of the front

matter material after the index. Please use the Bookmarks

and Contents at a Glance links to access them.

Contents at a Glance

Contents .............................................................................................................. v

About the Authors............................................................................................. xii

About the Technical Reviewer ......................................................................... xiii

Acknowledgments ............................................................................................ xiv

Preface .............................................................................................................. xv

■

Chapter 1: Seeing the Big Picture in a Crowded App Store Marketplace........ 1

■

Chapter 2: Doing Your Homework: Analyzing iOS App Ideas

and Performing Competitive Research ........................................ 13

■

Chapter 3: Protecting Your Intellectual Property .......................................... 37

Chapter 4: Your iOS App Is Your Most Powerful Marketing Tool .................. 61

■

Chapter 5: Social Inception: Promoting Your Apps Within Apps ................... 97

■

Chapter 6: Money for Nothing: When It Pays to Be Free ............................. 129

■

Chapter 7: Monetizing Free Apps with iAd and

Other In-App Advertising Opportunities .................................... 159

■

Chapter 8: Exploring the Freemium Model with In-App Purchase .............. 207

Chapter 9: Testing and Usability: Putting Your Best Foot Forward ............. 253

■

Chapter 10: Get the Party Started! Creating a Prerelease Buzz .................. 289

■

Chapter 11: Keys to the Kingdom: The App Store Submission Process ...... 353

■

Chapter 12: Increasing Awareness for Your iOS App .................................. 399

■

Appendix: Online Resources for App Research and Marketing ................... 431

Index ............................................................................................................... 437

■

iii

Chapter

Seeing the Big Picture in

a Crowded App Store

Marketplace

Living in Los Angeles, there’s no shortage of Hollywood clichés. There was a time when it

seemed like everyone I met—no matter their profession—was working on a screenplay.

Now they’re all working on their own iOS apps!

And who can blame them? It’s a testament to the soaring popularity of the iPhone, iPod

touch, and iPad. There’s money to be made in the App Store, and everyone wants in on

the action.

We’ve all read about the success story of indie developer Steve Demeter. His Trism

game, along with many of the 500 other apps that were included in the initial July 2008

launch of the App Store, experienced an overwhelming explosion in sales. With some

price tags as low as 99 cents, iPhone and iPod touch owners were impulsively

downloading these inexpensive apps at a feverish pace. In the months that followed,

several of the most popular apps were already netting their creators hundreds of

thousands of dollars, allowing programmers like Steve Demeter to quit his day job to

focus full time on this lucrative opportunity.

The media quickly proclaimed the seemingly overnight sensation of the App Store as a

“gold rush” for developers. With the lure of potential riches, inspired entrepreneurs from

all over the world have downloaded the iOS SDK, racing to learn Objective-C and Cocoa

Touch in the hopes of cashing in on this software phenomenon.

Fast-forward two years to July 2010. Apple has since introduced the iOS-powered iPad,

selling more than 3 million in only the first 80 days. Combine that with the massive army

of iPhone and iPod touch users for a staggering total of more than 120 million iOS

devices sold and 7 billion app downloads from the App Store. You would think that with

CHAPTER 1: Seeing the Big Picture in a Crowded App Store Marketplace

stats like that, it would be easier than ever to make money in the App Store, right? Think

again....

Why a Business Book for iOS Developers?

With more than 300,000 applications in the App Store and developer interest continuing

to grow at a stunning rate, industry analysts predict that number will likely double before

the end of 2012.

Think about that for a moment. When browsing through the App Store, how many new

apps do you stumble upon weekly or even monthly? 25? 50? According to Apple,

approximately 15,000 new apps and updates are submitted each week to its app

review team!

In such a crowded marketplace, it’s becoming increasingly difficult for new apps to get

noticed. Without the necessary exposure, your app may simply get lost in the endless

stream of new software that floods the App Store on a daily basis. Gone are the days

when you could quickly cobble together a simple app, throw it into the App Store, and

then sit back and wait for the large royalty checks to roll in.

The media hype machine is so good at celebrating the underdog stories of a few indie

developers who found instant wealth in the App Store that newcomers often assume

that if they build an app, the sales will come. When the anticipated avalanche of profit

turns out to be nothing more than a trickle, surprised developers quickly discover that a

Field of Dreams philosophy is no longer enough in this highly competitive market.

“Ah, but what if I’ve just created the next killer app?” you ask. “Surely Apple will want to

showcase it as a featured app in the App Store.”

Having a great product is certainly the underlying key in this equation, but it won’t be

enough. It’s true that being listed as a “Featured App,” “New and Noteworthy,” or a

“Staff Favorite” can instantly propel your sales into the stratosphere, but unfortunately,

those high-profile spotlights are not purchasable advertising spaces. Apple chooses

only a select few apps every month for those coveted spots. With thousands of new

apps vying for attention every week, your chances of getting that life-altering call from

Apple are pretty slim. In fact, you may have better odds of winning the lottery.

But don’t despair. Your killer app can certainly make a lot of money without being

featured by Apple. Like anything else in life, finding success in the current App Store

environment will require some hard work and planning, but who says the journey can’t

be fun along the way?

Tackling the New World of Mobile Marketing

If you have the benefit of working for a large software company with deep pockets, it

probably has a dedicated department to handle all of the marketing for the products you

create. But if you’re an independent developer who is responsible for managing every

aspect of your own business, then you’re all too familiar with the haunting questions that

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