Mobilize: Strategies for Success from the Frontlines of the App Revolution [NOOK Book]


Everyone wants their product to be the next great killer app. But in the increasingly crowded world of mobile content, this pinnacle of success is becoming harder and harder to reach.

The iPod, iPhone, and iPad offer tremendous opportunity for the savvy developer to achieve millions of sales, but it's not just about tossing your creation into Apple's App Store pool and expecting it to ...
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Mobilize: Strategies for Success from the Frontlines of the App Revolution

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Everyone wants their product to be the next great killer app. But in the increasingly crowded world of mobile content, this pinnacle of success is becoming harder and harder to reach.

The iPod, iPhone, and iPad offer tremendous opportunity for the savvy developer to achieve millions of sales, but it's not just about tossing your creation into Apple's App Store pool and expecting it to swim. Visionary author Rana June Sobhany offers a lively step-by-step process that will enable anyone--from the small independent to the advanced development house--to aggressively position, market, and sell their product.

Mobilize reveals the secrets and techniques that have made her a pioneer in the industry, enabling you to cut through the noise and chaos and sell your app to an audience hungry for the next great thing. She also shares insights from other industry professionals whose secrets will illustrate the vital do's and don'ts you must address in order to succeed.  More than just a book, this is the "seller's development kit"  for the mobile age
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Product Details

  • ISBN-13: 9781593156466
  • Publisher: Vanguard Press
  • Publication date: 1/11/2011
  • Sold by: Barnes & Noble
  • Format: eBook
  • Pages: 240
  • File size: 928 KB

Meet the Author

Specializing in developing customer acquisition strategies, brand positioning, and leveraging public relations as marketing, Rana June Sobhany, applies her unique style and methodology of integrated marketing communications to promote companies and ideas across political, nonprofit, entertainment, advertising, and social channels in the mobile space.

As a co-founder of Medialets, the largest in-application analytics and advertising platform, Rana has been deeply involved in the successful design, implementation, and execution of comprehensive application marketing campaigns for products across the industry, including iPhone, and was among the first to promote app marketing as a discrete practice.  She has coached mobile application developers at every level: individual developers; independent development shops; creative and media buying agencies; and large, venture-backed application firms.  As a thought leader in the field of monetizing iPhone as well as iPad applications, Rana's assistance is frequently requested to help guide new and experienced developers through the world of marketing. She is a frequent speaker at mobile and technology conferences, helping educate developers about how best to develop and market their products for the iPhone and iPad ecosystems.
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Table of Contents

Foreword Brian X. Chen xi

Acknowledgments xv

Note from the Author xvii

1 The App Landscape 1

The Killer App Is the App Store Itself 2

A Closed Environment 3

The Mac Developer Community and Culture 5

Unique Device Identification 7

The iPhone as a Gaming Platform 8

Growing Pains 12

App Store 1.0: 10,000,000 Downloads 16

App Store 2.0: From 1 to 2 Billion Downloads 18

App Store's Golden Ratio 19

Price Points 21

A History of Cheating 22

Apple Didn't See This Coming... 23

Yet There's No Denying That Something Big Is Happening 25

People Want to Spend Money... 26

But Who Doesn't Love Free? 27

Comments and Reviews Are Critical 28

But Commenters Will Behave as Badly as They Are Allowed To 29

Where Are We Going? 29

The iPad 31

iPhone 4 and iOS 32

The New Rules of the App Store 34

What Does This Mean for You? 39

Claim a Niche 40

Build a Great App 41

2 Positioning Your Application 43

But What Is "Positioning"? 44

What Is It That You're Selling? 46

Where Will Your App Live? 46

Answering the Question the Consumer Doesn't Know He's Asking 47

"Mind Share" as the Holy Grail 48

Think Like Your Customer 50

Keywords 53

The App Store SEO 54

Timing Is Everything 57

Cultivating a Positioning Statement 59

Keep Your Friends Close, and Your Enemies Closer 61

Positioning and Perception 64

Confidence Is Key 66

Adapt as You Evolve 66

Your Positioning Statement 67

Positioning Workout for First-Time Marketers 68

Poking Holes 78

3 The Actual "Marketing" Part 81

Marketing Is Your Frenemy 81

Fundamental Elements 82

Old Dogs, New Tricks! 83

Parallel Paths 85

Brands with Legs-Nice-looking Legs 87

A Cost-Free Army of Consultants 89

Timing Is Critical 92

Again, Know Your Competition 94

Applying Polish 98

Brand Identity 99

Brand Loyalty 99

Employing Pricing Strategies 100

To Advertise or Not to Advertise 104

Know Your Audience 108

Enable a Call to Action 109

Engagement as a Marketing Tool 112

The Apple Grail 113

A Level Playing Field 117

Don't Bite the Hand that Feeds You 119

Insights from a Former iPhone Evangelist 121

Rankings: The First 48 Hours 124

Be Patient 126

Focus on Executing 128

Tweetie: A Marketing Case Study 129

Marketing Workout 132

4 Outreach 141

PR Doesn't Have to Be Scary 141

You Don't Need a Fancy PR Firm 142

Identify Relevant Audiences and Where They Live 144

Reach Out to the Reporters 145

Short and Sweet 146

Determine Angles 149

Execution Is Key 152

Let Your Fans Be Your Fans and the Media Will Notice 156

Social Media Is Your Friend 157

Position Yourself as a Product, Too 160

Wearing Two Hats: Developer and Reporter 161

Attend Conferences 163

How to Handle Failure 168

Outreach Workout 170

5 Metrics and Measurement 177

What Is a Metric, and Is It Ethical? 179

The "Evolving Success" Metrics on the App Store 181

The Importance of Metrics in Marketing 184

Measurement in an Ever-Changing Environment 189

Fundamental Market Research 191

Benchmarking 194

Making Data Actionable 197

Metrics Workout 201

6 The Never-Ending Story 205

First and Foremost... 206

Be a Watchful Parent 207

T-Minus Launch and Counting 209

If It's Working... 211

If It's Not Working... 211

Rinse...and Repeat 212

Glossary 215

Notes 217

Suggested Readings 225

Index 227

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  • Posted March 31, 2011

    more from this reviewer

    Applicable advice for marketing your app

    No offense to app developers, but they're not the most marketing savvy bunch. That's OK because now there's a book for that. Mobile marketing specialist Rana June Sobhany stresses that building a killer app comes first; selling it by applying solid marketing principles comes second. Apple's App Store is less than three years old, and app developers have the tricky task of marketing in a new, evolving medium. Sobhany - who has been on the frontlines since the beginning - helpfully draws on her own experiences to create a roadmap to success. She also provides firsthand, useful accounts from bloggers, tech journalists and, especially, successful app developers themselves. And, she supplies worksheet templates for positioning, strategic planning, publicity and metrics. getAbstract recommends this excellent resource to developers, designers and marketers poised to enter the app frontier.

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