A webinar for business owners who are ready to bring their product or services to market who are in need of an example of solid marketing strategy to use as a guideline as they ramp up for their launch date. This webinar session will also be useful for investors who are considering mobile apps as an investment and want solid release strategy to backup their financial interest.

1. 10 Steps
to release your mobile app

2. Step 1. Plan and develop a great product
Step 2. Choose a revenue model
Step 3. Do the homework - prepare for launch and support
Step 4. Optimize for the App Store / Google Play
Step 5. Start building your community before launch
Step 6. Learn and benefit from the app store ranking
Step 7. Become a PR expert
Step 8. Manage user acquisition
Step 9. Engage users with promotions
Step 10. Maintain your support & optimize operations
10 Steps

3. Mobile Marketing Agency
Speakers
Artyom Diogtev, Head of Branded Content,
SMM, PR, ASO at ComboApp & GoWide Inc.
Artyom is a deeply engaged social media expert
who specializes in creating innovative online
promotions for mobile products and websites.
Contact: adogtiev@comboapp.com
Julia Lezhenko, Strategy Consultant at ComboApp
Julia is a savvy mobile marketing professional who
specializes in developing strategic and tactical plans to
make client products better known, profitable and
successful. Julia is an expert in user and market
analytics, monetization strategy, social media, new
advertising principles and user behavior/psychology.
Contact: jlezhenko@comboapp.com

4. Step 1. Plan and Develop a Great Product
Go for iOS or Android? Are there any alternatives?
Smartphone or Tablet?
!
Be sure that your app is interesting and desirable for your
potential users.
!
Perform market analysis, study trends, profile of your
prospective users, their habits and lifestyle. Describe
your audience in detail. Be sure to stand out and offer
unique and competitive features.
!
Find ways to validate your hypothesis.

5. Step 1. Plan and Develop a Great Product

6. Step 1. Plan and Develop a Great Product

7. Step 1. Plan and Develop a Great Product

8. • Free/ Freemium / F2P
• Paid
Step 2. Choose a Revenue Model
Facts:
1. In January 2012, free apps with in-app purchases generated only 46 percent of
revenue in the United States on iOS, while in November 2013 an all-time high of 81
percent was reached.
2. Paid apps are more likely to be downloaded in the month of December.
3. China and Japan are leaders in the revenue share from freemium business model, with
a record of 94 percent in January 2014.

9. Step 2. Choose a Revenue Model

10. Events Tracking
!
Identify critical events in your product/service to understand the apps’
performance.
!
Understanding User Behavior!
!
Find the best solution to track the IAP events and the system of user
behavior analysis that you're going to use for this purpose. Try to find all
pros and cons to choose the platform wisely. Make sure this system
works with your solution for tracking and attribution of media channels.
!
Leverage the Power of Social
Step 3. Do the homework
prepare for launch and support

11. Name
Should be simple- yet different from your
competitors. It's recommended to choose a short
descriptive name with keywords.
!
Icon
This is very important. General tips: Don‘t use words
in icon. Keep it simple. Design with detail. The
design of an icon should be consistent with the
design of the app.
!
Screenshots !
Use all available screenshots. The most important
screen should go first.
!
Keywords Set !
Use only relevant words. Don't repeat keywords.
Choose keywords that will help you achieve a high
ranking in the app store.
Step 4. Optimize for the App Store

12. Don’t just sell the app, sell the story!
Step 5. Start Community Building Before Launch

13. Step 6. App Store Ranking
Google Play Ranking algorithm
!
• Downloads number - Based on a total number of downloads at specific period of time.
Keeping the momentum up plays an important role; incentivized installs are still available
in Google Play and they can help with creating a snowball effect, or at least send you to
the next download level (100, 500, 1000 etc.), which improves visibility.
• App quality - Based on a percentage of users that use the app after installing it.
• Frequency of interaction - Build a realistic approach, don’t set expectations that you
can’t meet and don’t cater to the wrong audience.
• Uninstalls - If an app is being uninstalled by a high volume of users, it decreases its
chances to be ranked high.!
• Number and quality of ratings and comments - These are important to how an app
ranks, so any dev should make the most out of any reviews they receive and encourage
more. Staying in contact with your audience and replying to reviews and feedback is
important to the app’s success.
• Country - Geo targeting is essential, since each country has its own ranking system in the
app store!
• Keyword density and relevance in the apps metadata!
• Social ‘proof’ - How many times the app gets +1s on G+ or Likes/Shares on Facebook
and so on.
• Number of backlinks - Make sure you include links to an app’s page on Google Play to as
many relevant pages as possible.

14. Step 6. App Store Ranking
The App Store Ranking
Algorithm!
!
• Keywords in the app’s
keywords set
• Keywords in the app’s title
• Number of downloads within
specific period of time
• App Rank*
* Starting July, 2013

15. • Press Release
• Pitching Bloggers
• Video Reviews
• Related Communities
• App Store / Google
Play reviews
Step 7. Become a PR Expert

16. User acquisition in CPI
CPM/ CPC models
!
Using Facebook to
acquire users
!
Target high performing
media
!
Measure all app
marketing efforts
Step 8. Manage User Acquisition

17. Featured position in the app store
!
Using push notifications to deliver
your message
!
Price drops both for the app and
in-app goods
!
Cross promotion with friendly
publishers
Step 9. Engage Users with Promotions

18. • Make updates on a schedule and repeat your message
!
• Refresh the design according to new important updates.
!
• Link updates to major events and holidays: Superbowl, Christmas,
Halloween, etc.
!
• Study the feedback from your users and connect with them
!
• Measure important app usage metrics and make changes to improve them
!
• Explore new markets and localize accordingly
Step 10. Maintain Your Support
& Optimize Operations

19. Revenue Spike During the Holiday Season

20. Revenue Spike During the Holiday Season
In 2014, the Winter Olympics had a substantial impact on the app market: the sports category
generated 11 percent more device installs via Google Play and 41 percent more downloads via
the iOS App Store in February compared to January 2014.

21. Step 10. Maintain Your Support
& Optimize Operations