Mobile App Marketing Guide


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Mobile app marketing guide covering app promotion networks, cost per install, cost per download and other models. Understand Appstore Optimization (ASO) and alternatives to the Apple Appstore and Google Play.

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Mobile App Marketing Guide

  1. 1. 2 01 ION2 T IED Promote Your Mobile App Increase Your Appstore Ranking with Appstore Optimization Generate Downloads and Loyal Users Use Mobile App Cross Promotion Networks
  2. 2. About this guide This guide is designed to help you promote your mobile app To promote your app effectively you need to try every channel possible Learn about all the latest app marketing techniques and appstore optimization strategies Access lists of all the different appstores, app promotion networks and tools Use them to find new ways to drive downloads and users for your app Find out more about mobile app marketing at Find out more about mobile app 2 promotion at
  3. 3. Get in touch +44 (0) 203 322 2945  Feedback, questions? @mobyaffiliates Find out more about mobile app 3 promotion at
  4. 4. Index1 How to Promote Your App2 Mobile Appstores3 Mobile App Marketing Agencies4 Mobile App Marketing Networks5 Mobile App Marketing Tools Find out more about mobile app 4 promotion at
  5. 5. How to Promote Your App With over 600k apps in the iPhone App Store, and approaching another 500k in Google Play, the name of the game for mobile app and games publishers is getting noticed. With the Apple and Google appstores being the main channel to mobileconsumers, this means building a good ranking in their respectivestores. However, back in April 2011, Apple changed its approach toincentivized app download networks, rejecting any apps that offerrewards for downloads, and cracking down on app promotionservices that guarantee top 10 placement in App Store rankings.Although incentivized downloads are still permissible in Google Play,the app promotion industry was rather shaken by Apple’s decision. Sonow the dust has settled, what options are there for developers topromote their apps across both the App Store and Google Play, andhow have the wrist-slapped promotion networks changed their game?App promotion networks: a quick recapFirstly, if you’re new to the world of app promotion you might bewondering what incentivized downloads are all about and why Appledecided to ban them. Incentivized downloads are offered by apppromotion networks, which help developers generate new users bycross-promoting apps between different publishers.A typical incentivized app offer might be an reward of virtual currencywithin a mobile game for downloading a promoted app (sometimes theuser also has to also achieve something within the promoted app toreceive the reward). Or it could be a voucher-style reward, whichallows a user to download a paid app for free or access some otherkind of offer. Typically, mobile games are best positioned to hostthese incentivized downloads, as they have much more scope to offerenhanced in-app features. Find out more about mobile app 5 promotion at
  6. 6. So why did Apple ban the practice of incentivized mobile app downloads?Well the argument is download incentives, such as those offered by thelikes of TapJoy and Flurry, allowed developers to essentially game thesystem, rewarding whoever spends the most money by pushing theirapps up the rankings to gain visibility.The other problem was that many users had no intention of actually usingthe promoted apps. They simply downloaded them and accessed themonce to get the reward, before hitting the delete button. The other apppromotion issue that raised Apple’s ire, was slightly more dishonest (wella lot more). Back in February it was revealed that some app promotionagencies were increasing client downloads by creating thousands of fakeiTunes accounts. Many developers and journalists suspected thispractice was taking place for some time, but it was never proved. Applehas warned developers to stay away from agencies guaranteeing chartplacements, though that’s not to say all agencies that do promise toboost placements are doing so fraudulently. Find out more about mobile app 6 promotion at
  7. 7. So what are the new ways that app promotion networks are using toget around Apple’s ban and generate downloads? Here’s a few statsconcerning app promotion, followed by a quick rundown of whatservices the main app promotion networks and agencies currentlyoffer:What does it cost to promote an app?You can spend as much or as little as you like on promoting your app.Typically, app promotion networks will price their services on a costper install (CPI) or cost per download (CPD) basis. Here’s a fewnumbers to give you an idea of the costs involved:• TapJoy charges around 50-75% of a paid app’s price per install, and between $0.35-0.75 for free app installations• To get into the top 10 apps in the App Store, it is rumoured to cost around $20,000-$30,000. Agencies such as ComboApp say it can get your app into a top 100 category for $4,900• Research from Fiksu, a leading app promotion company, claims the cost of acquiring loyal users (user who use your app more than 3 times)has risen from $1.10 in May 2011 (before the ban) to $1.31 in February 2011• Fiksu says its own platform delivers loyal users typically for less than $1 and some as low as $0.45 Find out more about mobile app 7 promotion at
  8. 8. App promotion networksIf you want to promote your app then there’s a number of specialist apppromotion networks you can approach. Following the shift away fromincentivized installs these networks are using a number of differentapproaches to drive app downloads ranging from moving incentivesoutside of iOS SDKs, using video promoting an app instead of actualapp downloads and developing more non-incentivized formats such asinterstitials and rich media. Here’s a list of some of the most prominentmobile app promotion networks:TapJoyTapJoy was arguably the biggest provider of incentivized downloads,and its business was hit hard by Apple’s ban. The company has sincemigrated its incentive network outside of the app store and onto the web.The principle is exactly the same as TapJoy’s previous offering, butbecause developers don’t install the SDK into their apps, Apple cannotreally interfere in the process (though the platform is in a beta phase andApple’s response remains to be seen). In order to bolster its incentivizedservice on Android, TapJoy has created a $5 million fund to helpdevelopers port their iOS app over to Google’s OS. So if you alreadyhave an iOS app, then it may be worth your while to get in touch withTapJoy. Find out more about mobile app 8 promotion at
  9. 9. FiksuFiksu has gone down a similar route to TapJoy. The company hasdeveloped an incentivized network that circumvents the App Store,letting users sign-up to a web-based platform. It works by givingusers credits every time they download a promoted app, thesecredits are then turned into iTunes gift codes, which can be usedto purchase paid apps.W3iW3i has now shifted to a non-incentivized model, wheredevelopers have access to a cross-promotion platform dedicatedto mobile games. While W3i’s platform doesn’t reward users fordownloading apps, it does provide limited offers and givesdevelopers a variety of ad display options – think of it as apremium ad network dedicated to mobile games.FlurryFlurry offers its AppCircle service to developers, which is similar toW3i’s platform, offering non-incentivized downloads. Flurry claimsits network is able to increase downloads by using its detailedanalytics to recommend relevant apps within other apps theconsumer is using.ApplifierApplifier offers a non-incentivized platform for iOS and Androidusers, focused entirely on games. Developers can promote otherpublishers games via banner ads embedded into their pausescreen, or via interstitial ads. Applifier’s USP is that developers donot pay for users. When a publisher sends a user to someoneelse’s app, that publisher will receive a new user – for free.Applifier makes its money by serving paid ads next to the crosspromotion ads. Find out more about mobile app 9 promotion at
  10. 10. AppBrainAppBrain offers two Android-focuses services, one is a offer-wallplatform that delivers non-incentivised app promotions, the other isAppBrain’s own app store (which is downloadable from GooglePlay). The app store provides regular app recommendations of thebest apps in Google Play. AppBrain says its lack of an incentive-driven approach results in more valuable users, as they will onlyinstall the app if they are interested in it.ChartBoostChartBoost offers three non-incentivised ways to promote yourapp. The first is a platform that allows you cross promote appswithin your own network (obviously, this only makes sense if youhave more than one app), the second allows you to form directdeals with other publishers (letting you set the cost per install, orarrange an install exchange model) and the third is paid advertisingon ChartBoost’s network, where you’ll pay either on cost per clickor cost per install. ChartBoost lets developers set-up internal crosspromotions and direct deals with publishers for free.G6payG6Pay used to be a big player in incentivized downloads, but hasnow gone down a similar route to W3i , offering a non-incentivizedapp promotion platform, where iOS developers can cross-promoteapps via interstitial ads and pay per download. Find out more about mobile app 10 promotion at
  11. 11. App promotion agenciesApp promotion agencies are essentially marketing agencies thatfocus exclusively on promoting apps, usually by combining a numberof mobile marketing strategies, PR and media relation services,SEO and social media services. There are plenty of agencies outthere, but you may want to check out the ones below:ComboApp – App promotion agency based in Vancouver, Canadawith offices in Chicago. Offers social media promotion, PR andmore.AppPromo – Full service marketing agency that focuses on apppromotion. Based in Toronto, Canada.ProAppMarketing - App promotion agency that handles PR, socialmedia development, monetisation and research and analysis. Basedin London. Apps Marketing Mobi - Full-service app promotion agency based inIsrael. Offers monetisation, app marketing and app storeoptimisation.What services do app promotion agencies typically offer?Social media: Social media is a powerful marketing tool for nearlyevery sector but given the amount of crossover between peopleusing social media and those using smartphone apps, it is particularlyimportant for app developers. Promoting your app via social mediacan involve anything from running ad campaigns in Facebook, tosimply rolling out a Twitter feed and building a list of followers. However, the most successful use of social media for app promotionis where it is embedded within the app or game itself.  For example,Draw Something by OMGPOP has used social media to great effectby making it easy to find friends to play on Facebook.  Other appsincluding Foursquare and Run Keeper have also been effective inusing Twitter to broadcast in-app activity.  A good app promotionagency will advise on how to develop this type of viral effect. Find out more about mobile app 11 promotion at
  12. 12. SEO/ASO: If your app targets a particularly searchable niche,then you may want to deploy n search engine optimised website,targeting relevant keywords, to capture search traffic. Anotheraspect of SEO, perhaps even more important, is SEO for appstores (sometimes called ASO). This is an area still very much inits infancy, but most app promotion agencies will be able tokeyword optimise your app store page to ensure the right usersfind you.  The days when you could easily use tactics such askeyword stuffing in the appstores are gone, but it is fair to say thatmobile appstore search is still fairly unsophisticated so agencieswho know a bit about ASO can be very useful.   MobileDevHQoffers an ASO tool that you can download and try out for free. has also recently launched a tool to help with appstoreSEO.   Just remember, unlike Google keyword information, ASOsearch volumes are estimate from third parties and may not becompletely reliable.  The presentation below from isworth a read to get an overview of appstore SEO.Media coverage: App promotion agencies will conduct typical PRactivities, such as drafting press releases, coming-up with relevantmedia lists of journos and bloggers to contact, and trying to generatecoverage through news. Many app promotion agencies will makeguarantees such as ensuring your app gets reviewed X number oftimes by the press, though take such services with a pinch of saltbecause anyone can set-up a blog and review apps – the onlypublications that are worth targeting are the ones that are actuallytrusted by their readership.  There are a huge range of app reviewblogs around these days however, and a good agency may haveestablished relationships or a long list of blogs to contact whichshould help with getting coverage.App placement guarantees: Some agencies will guarantee you aplacement in the Top Apps categories on app stores. Agencies willlikely use a combination of the above strategies, along with apppromotion networks, to achieve this. However, as we mentioned at thetop of the article, the practice of guaranteeing chart placements cameunder some scrutiny last year, after it was revealed that companieswere using fake iTunes accounts to generate downloads. So proceedwith some caution Find out more about mobile app 12 promotion at
  13. 13. Mobile ad networksPremium and blind mobile ad networks remain one of the mostpopular ways to promote apps. It’s generally thought that, whilegenerating users via mobile ads is more expensive thanincentivized networks, the value of the user (the ARPDAU) viamobile ads is higher. There’s a multitude of networks out there thatprovide everything from simple banner ads, right the way throughto video ads and rich interactive ads, displayed in mobile sites andapps. Some mobile ad networks are very well set up forpromoting apps, and will allow developers to cross-promote appsor games within the network in exchange for running ads.  Checkout our guide to mobile ad networks for more information.Mobile Marketing and Media BuyingAgenciesThere are also a number of mobile marketing agencies focusing onmobile app promotion to some extent. For example, Fetch Media inthe UK and US carries out app promotion for a number of leadingbrands and games developers. Other specialist mobile ad buyingagencies include Mobiclicks in South Africa, and Mobile Shakers inthe US. An agency will benefit from economies of scale in buyingmobile advertising, and will also have close relationships with the adnetworks. A good agency will also be able to manage the complexprocess of running and optimizing mobile ad campaigns moreeffectively. This is particularly useful following Apple’s depreciation ofthe UDID that was used to track mobile app downloads, an agencywill be able to help track mobile app downloads using alternativemethods. Typically a mobile agency will require a certain level ofminimum spend, this is typically $10k per month at least, and moregenerally, closer to $30k per month. However, for developers with anestablished app or successful game this is well within reach. Youcan find more agencies in our list of mobile marketing and advertisingagencies. Find out more about mobile app 13 promotion at
  14. 14. To sum up…There is still a big problem when it comes to discoverability on theApp Store and Google Play. Nevertheless, despite Apple’sdecision to ban incentivized downloads, the app promotion industryis back on its feet and much more diversified, with differentnetworks approaching the problem with different solutions. It couldalso be argued that the industry is more healthy given the fact thatincentivized downloads generally produces low value users. It’s notperfect, but with the right combination of traditional promotiontechniques and more specialised solutions, any budding appdeveloper should be able to get his or her app noticed. Whathappens after that is down to how good your app is! Find out more about mobile app 14 promotion at
  15. 15. App Promotion: Ask The ExpertsAs a part of our continuing series on app promotion, we thought itwould be helpful to ask some of the top app promotion agenciesfor their tips on getting your app noticed. So read on for expert appmarketing advice from OnTheMob’s Roy Povarchik, Pro AppMarketing’s Charles Ejoga and DotComInfoway’s CRVenkatesh.Charles Ejoga, account director, Pro App Marketing“The first bit of advice would be to spend some time thinking aboutwhat it is that makes your app genuinely different from all of theother apps out there. Once you have defined what this is (yourUSP), make this the core part of your marketing message.The second bit of advice I would give, is also the most obvious,but also the most overlooked – aim to put the same amount ofeffort into marketing your app, as you have done developing it. Weare approached by so many developers who have spent a greatdeal of time and resource developing their app, but haven’t donethe same when trying to promote it, and wonder why no one isusing it. We view app marketing as a critical part of your appdevelopment strategy, but unfortunately most developers onlyrealise this when it is too late. Find out more about mobile app 15 promotion at
  16. 16. The third bit of advice I would give would be to think about what itis that you are trying to achieve when promoting your app, (forexample, a top ten ranking, strong ROI, great peer reviews, or toget your name out as a developer), and then tailor yourpromotional activities to fit. We will be the first agency anywhere tooffer a DIY app marketing eBook (on sale 28th May) detailing anumber of marketing techniques that developers and studios canemploy themselves to generate buzz, acquire users, and increasetheir app visibility and ranking. The eBook isn’t a substitute forengaging an agency like ours, but has been written specifically toenable those with limited resources to develop and deliver theirown marketing campaigns, utilising some of our own proventechniques.”Roy Povarchik, marketing manager, OnTheMob“Make a great app. This is the most important thing. Concentrateon creating a really great app which people actually need and willreally enjoy using. Make sure your app have has its “own thing” andhas a real value to potential users.This is important for two main reasons:• If people love your app they’ll spread the word which will help your app go viral and get more organic promotions on the App Store or Google Play etc’• Retention. Getting people to download your app is only the first step. If your users open your app once and never come back, it affects your status on the various app stores. If they re-use it often it will show on your app-stores ranking.Bottom Line – Focus on creating a really great app with real value. Find out more about mobile app 16 promotion at
  17. 17. Know your target audience. An important part of the App marketing iscreating a community and getting in-touch with your potential appusers. You can do this by targeting related forums, relevantFacebook groups, spreading the word on Twitter and so on. Onceyou know who your target audience is, start researching how you canget in-touch with them and raise their awareness to your new greatapp. Don’t wait for your app release to start promoting it to yourtarget audience.Smart media buying and great analytics – this is where the magicreally happens. The combination of smart media buying and greatanalytics will make sure your app gets the right exposure, downloadsand loyal users in the most cost effective way.The advantage of buying the right media on mobile ad networks isreaching a critical mass of potential users faster. If you do it the rightway (meaning targeting your audience, and measuring everythingyou do) you’ll increase your chances of having a successful app.Creating a great app is really important, but it’s only the first step. Topromote and market your app the right way you’ll need an expert thatcan create the right mobile strategy for you. You need someone thatknows his way around working with a large amount of ad networksand traffic sources, tracking the ad performance and optimizing thebids in real time, building the right app strategy (When to release up-dates etc), post – download monitoring and analytics, generating aloyal user-base and the list goes on.” Find out more about mobile app 17 promotion at
  18. 18. CR Venaktesh, CEO, Dot Com Infoway“Developing a great app is hard and making your app stand outamong the billions of others out there in the market is really aherculean task. But here are my tips to make the process a little biteasier.• In order to make it appear more engaging to your users, give your app a name that describes the function of the app within itself – this will also help with ASO (app store optimisation).• Submit your app to as many app review sites as possible and get them reviewed for better app visibility in the marketplace.• Reach out through every possible avenue of social media.• Showcase your app to users by creating a catchy trailer that includes a few attractive screen shots with catchy descriptions.• Create an official webpage for your app and draft out all the promotional information related to it.• Get some publicity for your app by introducing some special features during the launch.• On the whole, do not give up at any time during the promotion. Stay energetic and enthusiastic!” Find out more about mobile app 18 promotion at
  19. 19. Mobile AppstoresA Guide to App Store Optimisation(ASO)With hundreds of apps flooding smartphone app stores every day, App Store Optimisation (ASO)  is fast becoming as essential topromoting your app and it’s something that doesn’t have to costdevelopers an arm and a leg to implement.So what are the basic rules of ASO and what kind of results can youexpect from optimising your app?What is ASO?App Store Optimisation is the practice ofoptimising various elements of your appsubmission (i.e. title, keywords,description) in order to maximise yourapp’s visibility in app store searches.Some definitions of ASO may also includeother marketing techniques to boostdownloads and increase app visibility inchart rankings. You can find out more aboutother forms of app marketing in ourguide to app promotion. But right now we’rejust going to look at what you can do withinyour app and its description page, toincrease search rankings in the App Storeand Google Play. Find out more about mobile app 19 promotion at
  20. 20. The numbersImplementing basic ASO won’t send your app rocketing up thecharts, but it can give developers a decent boost in downloads(especially if you’re a smaller dev) and, most importantly, it helps yougain valuable user – as it increases the app’s visibility to people whoare actively searching for something relevant (as opposed toincentivised downloads, or other kinds of offer walls and ads).We talked to Tomasz Kolinko, the developer behind,who gave us some idea of the impact ASO can have on an app.• Kolinko, says developers can expect a 500-2000 downloads a day increase on free apps, purely from implementing ASO.• On paid apps Kolinko reckons developers can increase revenue from around $20-200 per day just through ASO.These numbers may not be a big deal for triple A app developers, butas Tomasz points out, for independent developers, ASO is a verycost-effective way to increase downloads.App Store Optimisation: The basicsSo what are the essential elements of a well-optimised app?Keyword researchOne of the most important aspects of ASO is knowing whatkeywords to target. When optimising a regular website for searchengines this is made relatively easy, as Google publicisesestimated traffic volume figures on keyphrases via its Adwordskeyword tool.However, when it comes to apps there are no official figures fromApple’s App Store or Google Play on keyword search volume. Butthat doesn’t mean you’re shooting entirely in the dark. Find out more about mobile app 20 promotion at
  21. 21. Firstly, you can use Google Adwords’ keyword tool to get ideas onpopular search phrases that are relevant to your app. While thevolume of searches are based on web-search – not app storesearches – they may be indicative of the sort of keywords used inapp store searches.For instance, if you have a ‘stop watch app’, you’ll want to knowwhether there’s more searches for “stop watch app”, or “timer app”or “stop clock app”. Adwords will give you visibility on this. Justremember, SEO is all about relevancy, it’s no use optimising for hightraffic volume keywords, if they’re not relevant to your app.Also when performing ‘app specific’ searches, like “stop watch app”,or “shopping list app”, note the competition level on thesekeyphrases. If a lot of people are bidding on these keywords inAdwords, then that’s a strong indications that your entering acompetitive space. So you might want to start thinking about how youcan differentiate your app.If you’re simply looking for app ideas, then Google’s keyword tool isalso itself a useful way to measure what kinds of apps people arelooking for. If you can find an app specific keyphrase that has highvolumes, with low competition (obviously cross-reference this withwhat’s on the app store), then you may be onto a winner.Also try typing in relevant search queries into the app store searchbar itself and then make a note of the keyword suggestions it serves-up, as these can be indicative of volumes.The other thing you’ll want to look at is successful competitor apps.Do a search on the app store for different keywords relating to yourapp, and look at the top results. What keywords do they use in theirtitles?After all that you should have a handful of relevant keywords that youwant to target. Find out more about mobile app 21 promotion at
  22. 22. Helpful tools for keyword generation: • can predict what keywords your competitor apps are using and suggest optimum keywords for your app. • Google keyword tool • There are tools that use third party data to generate keyword volumes. Mobile Dev HQ is one of them. So it may be worth checking out • Check out Chomp, which release some metrics on app search queries through its store.App TitlePerhaps the most important field whenit comes to optimising your app is thetitle. So try to get relevant keywordsinto this field. Obviously, sometimesthis may not be practical, or it may looktoo awkward from a user perspective,so use your judgment. Also, do yourresearch, if there’s a hundred appscalled “Stop Watch App”, then you’llwant to differentiate your titlesomehow. Maybe it would be better totarget a less competitive keyphrase like“Timer App”, even if you suspect itdoesn’t carry quite as much searchvolume. Or at least differentiate byusing a popular modifier like “Free”.Just remember, don’t stuff the title with keywords, try to make it looknatural. Packing in irrelevant keywords or too many keywords, will notonly turn off potential users but it may also get your kicked out of theapp store. Find out more about mobile app 22 promotion at
  23. 23. Publisher/Developer nameAccording to ASO experts, the publisher field does has a big impacton search in the App Store and Google Play. In the case of Apple,it’s treated as strongly as the app title. So it’s worth pushing arelevant keyword into this field. It may even be worth creatingdifferent publisher names for the different types of apps that youdevelop. For instance, your ‘Stop Watch’ Apps could be publishedunder “Time Dev” then you can rank for both ‘Stop Watch’ and‘Timer’.Keyword fieldThis is your chance to use all the variations on keywords andphrases that you researched. When it comes to the Apple App Storethe plurals and singular keywords are treated separately, so you maywant to consider that if there’s a chance people will be searching inthe plural. Also don’t just put generic keywords here. Think aboutother apps and themes that may be relevant. For instance, is yourapp a game that is similar to Angry Birds? Then maybe it’s worthusing “Angry Birds” as a keyphrase here. Of course, you only have100 characters to play around with, so use that space wisely.App descriptionWhen it comes to Apple’s App Store, the description field has noimpact on search rankings. So instead of worrying about relevantkeywords, just focus on making your description as engaging aspossible, in order to drive conversions.When it comes to Google Play, things are not quite so clear.AppCod’s Kolinko believes that Google Play probably still looks atkeywords in the description field and when welooked at Google’s own guidelines, there’s no information there tosuggest that isn’t the case. So it’s worth getting your keywords andphrases into this description field. But again, avoid keyword stuffing,it’s not user-friendly and it may raise Google’s wrath! Find out more about mobile app 23 promotion at
  24. 24. App IconIt may not have any direct effect on your search ranking, but alongwith your app’s title, the icon is the first element a user will see. Somake sure you put some effort into creating a professional and eye-catching image.Images/VideosAdding screen shots and a video ad to your app store page is agreat way to further promote your app and give users an idea of whatto expect, so there’s not reason not to take advantage of this.In-app purchasesThere are some developers that optimise their in-app purchases forcertain keywords, in order to rank for an even wider spread of terms.Some developers even attempt to game the system, usingthousands of different in-app purchases just for keyword purposes.Obviously, this verges on ‘Black Hat’ ASO, and may result in a ban ifdiscovered. However, if your app already includes in-app purchases,then it’s definitely worth thinking about how you can integrate relevantkeywords into these fields in a natural way.Keyword ExperimentationExperimenting with different combinations of keywords is a goodway to figure out how to maximise your search ranking anddownloads. Google Play’s relaxed submission rules allow you toeasily update the title and keywords, resubmit the app to the store,and then monitor the effect on rankings. However, Apple’s App Storecan take around 2 weeks to approve any amendments, makingkeyword experimentation a bit laborious. can help withthis issue as it predicts App Store rankings, allowing you to playaround with different keywords instantly. Find out more about mobile app 24 promotion at
  25. 25. To sum upAs you can see from the above, ASO isn’t complicated. All it takes isa little bit of research and some common sense to make your appmore visible on searches. With more and more apps being releasedeveryday, developers can’t afford to let such an easy and low-costavenue for app promotion slip them by. Find out more about mobile app 25 promotion at
  26. 26. A List of Mobile AppstoresIf you’re an app developer then we don’t need to tell you that gettingyour app discovered on the Apple, Google, Microsoft andBlackBerry official app store can be incredibly difficult. There are ofcourse many different ways to promote your app. We’ve alreadydiscussed all the different app marketing resources and techniquesyou can use, given you a list of app promotion companies andguided through the murky world of app store optimisation. But there’sone more thing you might want to consider when trying to get yourapp onto more devices –  look toward greener pastures.Don’t think Google Play and Apple’s App Store are the onlydistribution channels for your apps, as you can see below there is ahealthy eco-system of third party app stores and directories that canhelp get your app noticed. Some of these app stores will  give you abetter cut of the revenues than the traditional 70/30% split offered inthe App Store, some will let you target audiences in differentmarkets, such as Asia and Africa, or let you offer your app as a whitelabel product. Some may simply help you by offering a less crowdedspace to thrive in.Cross-platform App StoresOpenAppMkt – Android and iPhone-compatible market thatdistributes web-apps built in HTML5. Unlike the traditional 70/30 split,developers keep 80% of app sale revenue.GetJar – One of the biggest 3rd party app stores currently inoperations. Claims to distribute more than 350 thousand mobileapps, with 395 registered developers. Also offers a pay perdownload system to help developers get visibility. Find out more about mobile app 26 promotion at
  27. 27. Handmark – App developer behind popular Tweetcast app, whichalso runs an app store for Android, BlackBerry, Windows and Palmdevices.Handster - Claims to features over 30,000 apps from 4000 vendorsacross Android, Symbian, Java and BlackBerry platforms. Alsooffers white label platform to manufacturers, distributors and carriers.Owned by Opera.WAC – The app store for the Wireless Application Community (aconsortium backed by a number of telcos). Focuses on distributingcross-platform web-apps using mainly HTML5.PhoLoad – Community-driven website that allows developers toupload and distribute their free apps. Compatible with Android andSymbian platforms.Mobango – Mobile content-sharing store, which allows users toupload and share videos, ringtone and photos, as well asapplications.Zeewee – Cross-platform app store that distributes HTML5 web-apps. Offers in-app purchasing, direct to bill and push notifications.Claims to have distributed over 1 million apps since its launchAppolicious – Editorially-curated app directory that helps developersget their apps rated and discovered. In association with Yahoo.Handango – Independent app store run by PocketGear, offers appson BlackBerry, Windows Mobile, Android and Symbian platforms.Works with app marketplace Appia.Appia – Marketplace that creates app stores for clients anddistributes apps to a variety of different app stores. Claims to have acombined audience of 250 million, via more than 20 different appstores. Find out more about mobile app 27 promotion at
  28. 28. Biskero – Mobile content store that focuses on distributing Flashgames and apps to mobile devices. Works primarily across Androidand Nokia handsets.Opera Mobile App Store – The mobile app store run by browserdeveloper Opera and powered by subsidiary Handster. OffersAndroid, Windows Mobile, BlackBerry and Symbian apps.Appitalism – Indie app store that claims to feature over 1 millionapps. Focuses on social features to aid app discoverability. Ownedby Liberty Media.NexVa - Multi-platform app store that also offers a white labelproduct and works with affiliates to drive traffic .Kongregate – Mobile and desktop Flash-powered app store thatfocuses on videogames. Claims to reach over 6 million mobile anddesktop gamers, with 56 thousand Flash games.mJelly – App store and mobile website directory that publishers cansubmit their content to. Developers can submit links to existing appsin other app stores.AppVisor – App recommendation service that uses a social networkto recommend a set number of apps per day to its  users.AppCentral – Platform that helps companies launch and maintaintheir own app store. Focuses on productivity apps. Formally knownas Ondeego.Maopao – One of China’s biggest app stores, distributing appsacross iPhone, Android and Symbian platforms. Unfortunately itdoesn’t look like the website has an English translation.WhiteApp – Directory of white label iPhone and Android apps thatcan be easily rebranded and sold to clients. Find out more about mobile app 28 promotion at
  29. 29. Djuzz – Mobile game store run by Asian ad-network Buzz City.Claims to have 320 thousand users per day.AppShup – App store based in India that specialises in SMS-delivered Java apps.BananasFactory – Developer community that markets your app todifferent app stores, mainly those offered by operators in Asia anddeveloping countries.AppCity - French app store that claims over 340 thousand users.Distributes apps across iPhone, Android and BlackBerry platforms.Alternative.To- Less of an app store, more of a directory ofapplications with user reviews and editorial ratings. Features appsfrom Windows MarketPlace, App Store and Google Play.Android App StoresGoogle Play – Google’s official Android app store, which featuresover 500,000 apps, as well as music and video streaming services.AppsLib – Claims to be the second largest Android app store afterGoogle Play. Specialises in lesser-known Android devices, such astablets and eReaders, that are unable to get Google certification.Claims to have install base of over 2 million tablets worldwide.SlideMe - Provides ‘on device’ application store for devicemanufactures, as well as a web-based platform. Also offers appstore solutions to niche markets.Soci.i0 – Android-focused content store that provides apps, e-books(along with its own ebook reader), videos and music. Bills itself as anAndroid ‘mobile mall’.1Mobile – Android app store that focuses mainly on games andclaims over 60 thousand total apps. Find out more about mobile app 29 promotion at
  30. 30. Camangi - Android app store that focuses on apps built for larger 6-inch to 10-inch tablet devices. Claims to currently host over 100apps.Nook App Store – Official app store for Barnes & Noble’s Nook e-reader, which runs on Android.AppBrain – Website that helps users discover Android apps acrossthe official Google Play store and other indie stores.Appoke – Android app store with social features, allowing users torecommend apps to friends and earn credits to download paid apps.Tegra Store – App store run by graphics chip company Nvidia.Highlights videogames that are designed for use with Nvidia’s Tegrasmartphone chip.Amazon Appstore – Amazon’s app store has been remarkablepopular since the company launched its Kindle Fire tablet device.Currently boasts over 30,000 apps, and claims a higher paid appdownload rate than Google Play.MiKandi – Android-only app store that focuses on adult-themedapplications.AndroidPit – App store run by the Berlin-based Android websiteAndroidPit. Includes apps selected by editorial team.MatchFuel- Not quite an app store, but provides daily appvideogame recommendations to Android users via a storefront.Formally known as Andspot. Find out more about mobile app 30 promotion at
  31. 31. iPhone/iOS App StoresApp Store – Apple’s official iOS application store and is still thoughtto be the biggest app store available across all smartphoneplatforms, though Android is catching-up fast.Cydia – Unofficial iOS app store that is only available to users with‘jailbroken’ iOS devices. Most apps are offered for free, but thereare also paid apps. Claims over 4.5 million weekly users.Lima - Browser-based application installer for jailbroken iPhones.Works similar to Cydia, allowing you to download apps not availablein the official App Store, but within the Safari browser.PremierAppShop – Legal iPhone application store that deliversdownloadable apps, which can be used offline via a browser-basedshopfront.SexAppShop- Uses the same platform as PremierAppShop but – asthe name suggests – focuses on adult apps for iPhone and iPad.Blackberry OS App StoresBlackBerry App World – RIM’s official BlackBerry app store, whichfeatures more than 40,000 apps.CrackBerry Store – Independent BlackBerry-specific app store runby the online blog CrackBerry. Takes advantage of the largeCrackBerry community to promote apps. Powered by MobiHand.BBNation- BlackBerry-focused content portal with apps, themes,ringtone and games. Owned by Motek Americas. Find out more about mobile app 31 promotion at
  32. 32. Manufacturer-specific App StoresSamsung Apps – The official Samsung App store for its  Badaoperating system, made popular on devices such as the SamsungWave. Bada is expected to be phased out soon, so Samsung Apps’future is unclear.LG Smart World – The official app store run by manufacturer LG.Offers Android apps to US users and Windows Phone apps to usersin Asia.Motorola Shop4Apps – Motorola’s own-branded Android app storeaimed exclusively at the Chinese market.Dell Mobile App Store – The official app store of Dell. Run byPocketGear and contains over 40,000 apps, across Android,BlackBerry and Symbian.CISCO App HQ - The official CISCO app store is aimed mainly atenterprise users looking for productivity apps and developerslooking for technology partners.Docomo Market – The official Android app market for Japanesemanufacturer Docomo. The Docomo Market  is installed on everyDocomo  handset in Japan and developers get  Japaneseoptimisation services for your app.Lenovo App Store - Chinese manufacturer Lenovo’s official appstore for smartphones and tablets, running Android. Though bewarned – website doesn’t appear to have and English translation! Find out more about mobile app 32 promotion at
  33. 33. Operator/Carrier App StoresVerizon App Store – App store run by US carrier Verizon. Worksacross Android, BlackBerry and Brew platforms.  Partners with UKoperator Vodafone’s app store.Vodafone AppSelect – Official app store for UK operator Vodafone.Focuses on Android for European users. BlackBerry/Symbian aresupported for African users. Offers developers free testing.China Mobile – The app store of China’s biggest mobile operator.Offers apps across Android and Symbian platforms. Claims auserbase of over 500 million.T-Mobile Mall – Official app portal of UK carrier T-Mobile. T-MobileMall doesn’t host applications, but rather acts a portal that highlightdifferent apps on BlackBerry AppWorld, Google Play and WindowsMarketplace.Sprint – US operator Sprint no longer has its own app store, butdoes offer a developer program, where you can get apps pre-installed on devices.Aircel PocketApps - Official app store of Indian operator Aircel,focuses exclusively on Indian market.Airtel App Central - Official app store of Indian operator Airtel,focuses exclusively on Indian market.Maxis 1Store – Malaysian app store from carrier Maxis. SupportsJ2ME and Symbian platforms, with BlackBerry and Android supportcoming “in the future”.TIM Store – Official app store for Italian operator Telecom Italia.Distributes Android, Symbian and BlackBerry apps. Find out more about mobile app 33 promotion at
  34. 34. AT&T App Centre – Official app store for US carrier AT&T.Developers signing-up to AT&T’s program get developer supportand marketing tools. Supports Symbian and BlackBerry platforms.M1 App Store – Official store for Singaporean carrier M1. SupportsAndroid, BlackBerry, Symbian and iPhone platforms.T-Store – Content store from South Korean carrier SK Telecom.Distributes apps to Android devices in the South Korean market.Appzone – Official app store from Indonesian operator Telkomsel.Turkcell T-Market – Official app store from Turkish operator Turkcell.Offers Android apps and Symbian apps.Omnitel App Store – Lithuanian carrier Omnitel’s official app store.Distributes iPhone and Android apps.MTNPlay – Content portal from South African operator MTN. Offersapps, music, ringtones and videos to mobile users across Africa andAsia. Find out more about mobile app 34 promotion at
  35. 35. A list of the Best Mobile AppPromotion Agencies, Networks andToolsThe Best Mobile App Promotion Networks and AgenciesDeveloping your app idea is one thing, getting it noticed issomething entirely different. With hundreds of app being releasedeach day across Apple’s App Store and Android’s Google Play, theissue of discoverability is an urgent one for developers. Luckilythere’s a whole industry of marketing agencies and networks to helppromote your app and grow your user-base, offering everything fromnon-incentivised downloads, to review submissions and bloggeroutreach campaigns. Find out more about mobile app 35 promotion at
  36. 36. Mobile App MarketingAgenciesApp promotion agencies will typically offer a range of services tomobile developers and publishers, ranging from traditional PRand marketing activity, to highly specialised services such asAppstore SEO (ASO), mobile ad buying and other techniques.App Promo – Full service app marketing agency offering PR, ASO,development, mobile advertising and more. Based in Toronto,Canada.Combo App – App promotion agency offering PR, ASO and chartplacements campaigns. Headquartered in Chicago USA, with officesin Vancouver, Canada.Avai - App developer that also offers app promotion and marketingservices. Based in Texas, USA.OnTheMob – App development and promotion agency that focuseson media buying, press relations and product strategy. Clientsinclude Citroen and MasterCard. Based in Tel Aviv, Israel.Amadeus Consulting – App and software developer that also offersapp promotion, including social media marketing, press relations andFlurry analytics. Based in Colorado, - Full service app promotion agency based inHerzeliya, Israel. Worked with apps such as the KungFu PandaStorybook and Retrogram.Appromotor – App promotion platform, which lets developers submittheir app into a database that acts as a resource for  journalists andbloggers looking to review apps. Find out more about mobile app 36 promotion at
  37. 37. My First Mobile App – App developer agency that also offerspromotion services across all smartphone platforms.Dot Com Infoway – App developer and promotion agency that offersa range of services including press relations, social media and appupdate recommendations. Based in San Francisco USA, with officesin India and The Netherlands.Apppli – App developer and app promotion company offering SEO,ASO, PPC, microsite development and other app promotionservices. Based in London, UK.App Optimisers – UK-based app promotion agency specialising insocial media marketing, video and blog promotion. Claims to havepromoted 5 top 10-ranking apps.ProAppMarketing - ‘Boutique’ app marketing agency based in theUK. Offers App-focused PR services, app sponsorship campaigns,blogger outreach and more.MobiZest - Full service marketing agency that specialises in mobileand app promotion. Clients include Intent Media and Just Eat. Basedin London, UK.PressPect – App marketing agency that helps promote your app inRussia. Offers PR services, translation and Russian app storeoptimisation. Based in Moscow, Russia.SEO Girl - Freelance web marketer based in Tel Aviv, Israel. Offersapp promotion services such as app store optimisation, social mediamarketing and press relations.Sosemo – Digital marketing agency that offers app promotionservices such as PR, app store optimisation and review sitesubmissions. Based in New York City, USA. Find out more about mobile app 37 promotion at
  38. 38. Mobile App MarketingNetworksApp promotion networks are mobile ad networks or ad buyingplatforms that place ads across other mobile apps. They willusually charge on the basis of CPI (cost per install) or CPD (costper download) and in some cases in a very sophisticated way,such as charging only for active users (DAU). These networkssometimes use incentives to encourage downloads although thishas now been banned by Apple, it is still being used to someextent by some of the networks on Android or over the mobileweb, outside of Apple store.Fiksu – App marketing company offering non-incentivized downloadnetwork on iOS and Android. Works with brands such as VH1 andBarnes and Noble. Based in Boston Massachusetts, USA.TapJoy – App promotion network that offers non-incentivized appdownload network. TapJoy also provides sponsorship fordevelopers looking to port their app to Android. Based in San-Francisco, US.Applifier - App promotion network that works by delivering a user toyour app everytime your app delivers a user to another developer –with no fees involved. Based in Helsinki, Finland, with offices in SanFrancisco.Adduplex – App promotion network that’s focused on the WindowsPhone 7 operating system. Based in Helsinki, Finland.Appucino – Platform that uses location based marketing to promotevideogame apps and brands. Owned by developer Games2Win andbased in Mumbai, India. Find out more about mobile app 38 promotion at
  39. 39. Flurry – Mobile analytics and app promotion network that offerstargeted user acquisition to developers via its AppCircle apprecommendation platform. Based in San Francisco, with offices inLondon and New York.G6Pay – App promotion network focuses on offering non-incentivized pay-per-install downloads on Android and iOS. Based inCalifornia, USA.AppDog – Incentivized app promotion platform that rewards userswith free Facebook credits when they download Android or iOSapps. Based in San Francisco, USA.MauDau – App promotion network that offers a similar solution toApplifier whereby developers effectively trade app downloads forfree. Based in Chicago, USA.W3i - App promotion network that offers non-incentivized downloadson a pay-per-engagement basis. Helped promote top 10 iOS appTiny Zoo. Based in San Francisco, USA.Jampp – Incentivized app promotion network that focuses entirely onthe Android platform and on Latin American users. Based in BuenosAires, Argentina with offices in London.ChartBoost – Offers both internal app cross promotion, across adeveloper’s own app library, and the ability for developers to directlyset-up cross-promotion deals between each other. Based in SanFrancisco, USA.Ad Dash – App promotion/advertising network that lets developersset-up their a cross promotion ad networks within their own library ofapps. Find out more about mobile app 39 promotion at
  40. 40. AdColony – Mobile ad network that focuses on HD videoadvertisements for apps, where developers pay only if a video adhas been viewed to completion. Based in Los Angeles, California.LunarAds – App promotion network that allows users to cross-promote with themselves and other developers for free. Based inMissouri, USA.Clash Media - Mobile marketing company that offers a cost perdownload app cross-promotion platform. Based in London, UK.TapGen – Allows developers to promote their apps across a non-incentivized curated app wall, as well as platform that promotes appswhile also offering users competitions and special offers. Find out more about mobile app 40 promotion at
  41. 41. Mobile App MarketingToolsAs the app promotion field gets more and more complex someinteresting tools and platforms are starting to emerge. This is avery nascent area compared to the web for example where thereare 1000s of SEO tools and services for – Tool that helps developers better optimise their appsfor different app stores.MobileDevHQ – App store optimisation tool that lets you trackingyour rankings and optimise search – Link tracking tool, similar to, that lets you track howmany users click on a link to your app store page and then go ondownload your app. Find out more about mobile app 41 promotion at
  42. 42. Your Next Step• To find out more about app promotion go to• Weve created a directory of app promotion services as well as useful guides to:  Appstore Optimization  App Promotion  Appstores  Mobile advertising• We always like to hear from you so get in touch any time! Find out more about mobile app 42 promotion at
  43. 43. Get in touch +44 (0) 203 322 2945  Feedback, questions? @mobyaffiliates Find out more about mobile app 43 promotion at