By: Bob Kernen
Last week in this space, we gave you some suggestions on how to use your native assets – your broadcast and website – to promote the download and usage of your apps. This week, we want to talk about what you can be doing in the AppStore (and Google Play store) to drive downloads of your app.
It turns out that our timing is great, as this week, in anticipation of Apple’s annual Worldwide Developers Conference, Apple announced some changes to how things will work in the AppStore that could be potentially beneficial to app publishers.
The first thing Apple is changing is their review process. If you’ve worked with us, you know that it could take as long as two weeks from the time we submitted your app, to its approval and publishing in the AppStore. That could be a frustrating wait, as there was little rhyme or reason to the process and you were as likely to be surprised by a long approval as you were by a quick one. Company executive Phil Schiller has streamlined that process and apps should now be approved “within one to two days.” We’ve definitely noticed shorter approval times – though not yet anything like 48 hours.
The second big change is Apple’s announcement that it would cut the commission it takes on subscription apps. Typically, Apple takes 30% of the list price for paid apps, and 30% of the subscription as well. They also discourage use of services like PayPal and Venmo, as they are determined to get their cut. But now, after a subscription is active for one year, Apple will cut their share to 15%. It’s not huge, but shows a willingness by Apple to begin making the terms more favorable to app publishers.
The biggest change, however, is opening up the AppStore for publishers to advertise their apps. In the past, all promotion within the store was based solely on the AppStore editors’ preferences. Now, brands will be able to buy advertising space on the main page of the AppStore. This may not be all that efficient for more locally targeted apps like radio stations, but Apple will also be offering search ads that will bring your app to the top of the results list on relevant searches.
Finally, Apple has announced that its search algorithm is being improved making for better, more relevant results.
All of these changes will help reduce the frustration your audience experiences finding your app. To learn more about promoting your app or your mobile strategy contact us at 248-353-9030 or email email@example.com.