This document outlines 10 steps for releasing a mobile app, as provided by ComboApp, a mobile app development company. The steps include: 1) planning and developing a great product, 2) choosing a revenue model, 3) preparing for launch and support, 4) optimizing for app stores, 5) building a community before launch, 6) learning from app store rankings, 7) becoming a PR expert, 8) managing user acquisition, 9) engaging users with promotions, and 10) maintaining support and optimizing operations. The document provides guidance and tips for each step to help ensure app success.

1. 10 Steps
to release your mobile app

2. ComboApp was founded in 2009 and is
headquartered in Chicago, IL.
We have over 700 projects worth of experience
which allows us to provide clients everything from
creative development -to- product/campaign strategy
and analytics -to- media placement and traditional
public relations campaigns.
Our knowledgeable veterans of mobile marketplace
have developed strategic partnerships with Intel,
Game Insight and other mobile industry leaders.
About ComboApp

3. More than 10 years of proven track record for
managing business complexities, identifying
opportunities, and offering sound solutions in
international companies and network advertising
agencies including DDB, Lowe & Partners
Worldwide, Oglivy & Mather. Managed large scale
projects for success and helped businesses by
leading marketing strategies and actionable plans
for optimum growth and profitability.
For the last two years drove significant business
growth at ComboApp, expanded client base and
managed projects for such companies as Intel and
a Japanese game publisher CoLoPl.
Sergey Kanishchev, director of marketing ComboApp

4. Step 1. Plan and develop great product
Step 2. Choose revenue model
Step 3. Do the homework - prepare for launch and support
Step 4. Optimize for the app store
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

5. Step 1. Plan and Develop Great Product
Go for iOS or Android? Are there any alternatives?
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.

6. Step 1. Plan and Develop Great Product

7. Step 1. Plan and Develop Great Product

8. Step 1. Plan and Develop Great Product

9. • Free/ Freemium / F2P
• Paid
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.
Step 2. Choose Revenue Model

10. Step 2. Choose Revenue Model

11. Tracking events. 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

12. Name. Should be simple yet different from your
competitors. It's recommended to choose a
descriptive name with keywords.
Icon. Very important.
General tips: don‘t use words in icon. Keep it
simple. Design with detail. 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 with which you
can rank high.
Update 09/27/2012 : some other changes announced by
Appcod.es: category names no longer work in App Store search
on the device.
Step 4. Optimize for the App Store

13. Don’t only sell the app, also sell the story.
Step 5. Start community building before launch

14. Step 6. App Store Ranking
Google Play Ranking algorithm
• Downloads - including total number and also momentum; incentivized installs are still
available in Google Play and can help in creating a snowball effect, or at least send you to
the next download interval (100, 500, 1000 etc.), which improves visibility.
• App quality - including percentage of users that use the app after installing it.
• Frequency of interaction with the app - be honest, don’t build expectations that you can’t
meet and don’t cater to the wrong audience.
• Uninstalls
• 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
therefore important to the app’s success.
• Country
• Keyword density and relevance in the apps metadata
• Social ‘proof’ - meaning 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 as many relevant pages as
possible.

15. Step 6. App Store Ranking

16. • Press Release
• Pitching Bloggers
• Video Reviews
• Related Communities
• App Store reviews
Step 7. Become a PR expert

17. Step 7. Become a PR expert

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

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

20. • Make updates on a schedule and repeat your message
• Refresh the design according to new important updates. Link it to major
events and holidays: Superbowl, Christmas, Halloween and so on.
• Study the feedback of 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

21. Revenue hike in the holiday season

22. Revenue hike in the holiday season
The Winter Olympics had a substantial impact on the app market: the Sports category
generated eleven percent more device installs on Google Play and 41 percent more downloads
on Apple App Store in February compared to January 2014.

23. Step 10. Maintain your support
& optimize operations

24. Serg Kanishchev,
Director of Marketing
skanishchev@comboapp.com
ComboApp
Willis Tower, 93rd Floor
233 S Wacker Dr SUITE 9390
Chicago, IL 60606, US
Tel: (+1) 773.305.0886
Thank you.