Wooldridge / Schneider The Business of iPhone App Development

Making and Marketing Apps that Succeed
1. ed
ISBN: 978-1-4302-2734-2
Verlag: Apress
Format: PDF
Kopierschutz: 1 - PDF Watermark

E-Book, Englisch, 408 Seiten

The phenomenal success of the iPhone and the iPod touch has ushered in a ?gold rush? for developers, but with well over 100,000 apps in the highly competitive App Store, it has become increasingly difficult for new apps to stand out in the crowd. Achieving consumer awareness and sales longevity for your iPhone app requires a lot of organization and some strategic planning. This book will show you how to incorporate marketing and business savvy into every aspect of the design and development process, giving your app the best possible chance of succeeding in the App Store. The Business of iPhone App Development was written by experienced developers with business backgrounds, taking you step-by-step through cost-effective marketing techniques that have proven successful for professional iPhone app creators?perfect for independent developers on shoestring budgets. Although there are a few iPhone app marketing books on the horizon, they appear to tackle the subject from purely a marketer?s perspective. What makes this book unique is that it was written by developers for developers, showing you not only what to do, but also how to do it, complete with time-saving resources and ready-to-use code examples. No prior business knowledge is required. This is the book you wish you had read before you launched your first app!

As the founder of Electric Butterfly, strongDave Wooldridge/strong has been developing award-winning web sites and software for 15 years. When he's not creating Mac and iPhone apps, he can be found writing. Dave is the author of emThe Business of iPhone App Development: Making and Marketing Apps that Succeed/em and has written numerous articles for leading tech publications, including a monthly software marketing column for emMacTech Magazine/em. Follow Dave on Twitter @ebutterfly.

Autoren/Hrsg.

Wooldridge, Dave

Schneider, Michael

Inhaltsverzeichnis

1;Title Page;1
2;Copyrigh Page;2
3;Contents at a Glance;3
4;Table of Contents;4
5;Foreword;10
6;About the Authors;11
7;About the Technical Reviewer;12
8;Acknowledgments;13
9;Chapter 1 Seeing the Big Picture in a Crowded App Store Marketplace;14
9.1;Why a Business Book for iPhone Developers?;15
9.2;Tackling the New World of Mobile Marketing;15
9.3;Rest Easy—This Is Not Your Typical Business Book;16
9.4;Planning Your Own Success Story;16
9.5;How to Use This Book;18
9.5.1;Chapter 2—Doing Your Homework: Analyzing iPhone App Ideas and Performing Competitive Research;19
9.5.2;Chapter 3—Protecting Your Intellectual Property;19
9.5.3;Chapter 4—Your iPhone App Is Your Most Powerful Marketing Tool;19
9.5.4;Chapter 5—Money for Nothing: When It Pays to Be Free;19
9.5.5;Chapter 6—Exploring New Business Models with In-App Purchase and Affiliate Programs;20
9.5.6;Chapter 7—Testing and Usability: Putting Your Best Foot Forward;20
9.5.7;Chapter 8—Get the Party Started! Creating Prerelease Buzz;20
9.5.8;Chapter 9—Keys to the Kingdom: The App Store Submission Process;20
9.5.9;Chapter 10—Increasing Awareness for Your iPhone App;21
9.6;Getting Started with Your First iPhone App;21
9.7;Already in the App Store? It’s Never Too Late to Boost Sales;22
9.8;Developing iPhone Apps for Clients;23
9.9;Ready to Dive In?;23
10;Chapter 2 Doing Your Homework: Analyzing iPhone App Ideas and Performing Competitive Research;24
10.1;Fulfilling a Need;24
10.1.1;Discovering Untapped Markets;25
10.1.2;Enhancing the Mobile Experience;27
10.1.3;Competing with Similar Apps;29
10.2;When to Avoid Over-Saturated Categories;30
10.3;Assessing the Competition;32
10.3.1;Alternative App Directories for Competitive Research;34
10.4;Analyzing App Ranking Statistics;35
10.4.1;Mobclix;35
10.4.2;MajicRank;36
10.4.3;APPlyzer;37
10.4.4;App Store Metrics by 148Apps.biz;38
10.4.5;Top App Charts;39
10.4.6;Yappler’s App Store Stats;39
10.4.7;Other Resources for App Ranking Statistics;39
10.5;Finding Inspiration in Your Competitors’ Customer Reviews;39
10.5.1;Learning from the Mistakes of Others;40
10.5.2;Going Beyond the App Store’s Customer Reviews;41
10.5.3;Taking Your Competition for a Test-Drive;42
10.6;Defining Your Differentiator;43
10.7;What’s in an App Name?;44
10.8;Registering Web Site Domain Names;47
10.9;Building a Unique Identity for Your iPhone App;48
10.10;Making Progress;48
11;Chapter 3 Protecting YourIntellectual Property;49
11.1;What Is Intellectual Property?;50
11.2;Determining Your Intellectual Property Strategy;50
11.2.1;iPhone Apps Are Different;51
11.2.2;Developing an iPhone Specific Game Plan;51
11.2.3;Copyrighting Your App;53
11.2.3.1;How to Obtain a Copyright;53
11.2.3.2;Limitations of Copyright Protection;54
11.2.4;Filing Trademarks for App Icons and Logos;54
11.2.4.1;How to Get a Trademark;55
11.2.4.2;Picking a Protectable Trademark;55
11.2.5;Trade Secrets;57
11.2.5.1;How Do You Establish a Trade Secret?;57
11.2.5.2;Nondisclosure Agreements;58
11.2.5.3;Limitations of Trade Secret Protection;58
11.2.6;Patents;59
11.2.6.1;Is Your Invention Patentable?;60
11.2.6.2;Avoiding the On Sale Bar;61
11.2.6.3;How to File a Patent;61
11.2.6.4;Filing a Provisional Patent Application Yourself;61
11.3;Addressing Intellectual Property in Contractor and Employee Agreements;62
11.3.1;Hiring Contractors;62
11.3.2;Hiring Employees;63
11.4;Inbound Licensing of Third-Party Intellectual Property;64
11.4.1;Document Your Inbound Licenses;64
11.4.2;Know What You Are Getting;64
11.4.3;Avoid Viral Licenses;65
11.4.4;Don’t Use Apple’s Trademarks;65
11.5;Creating a Custom End User License Agreement;66
11.5.1;The Purpose of a EULA;66
11.5.1.1;Warranty Disclaimers;66
11.5.1.2;Limitations of Liability;67
11.5.2;Apple’s Default EULA?;67
11.5.2.1;Apple’s End User License Agreement;67
11.5.2.2;Reasons to Use Your Own Agreement;68
11.6;How and When to Pursue Legal Action;68
11.6.1;First Steps Toward Dispute Resolution;69
11.6.2;Prelitigation;69
11.6.3;Litigation;70
11.7;Summary;71
12;Chapter 4 Your iPhone App Is Your Most Powerful Marketing Tool;72
12.1;Getting Your Foot in the Door: First Impressions Are Everything;72
12.2;Playing by the Rules in Apple’s Sandbox;74
12.2.1;Apple’s iPhone Human Interface Guidelines;75
12.2.2;Application Submission Feedback;76
12.3;Creating an Effective App Icon and Logo;76
12.3.1;Designing a Custom App Icon;76
12.3.2;Don’t Forget About a Logo;82
12.3.3;Maintaining a Consistent Brand Identity;83
12.4;Interface Design: Think Like a User, Not a Developer;85
12.4.1;The Immense Value of Prototyping;86
12.4.1.1;Drawing Your Ideas on Paper;86
12.4.1.2;Beautiful Mock-ups in Illustrator and Photoshop;88
12.4.1.3;Other Software Tools for Designing Mock-Ups;88
12.4.1.4;Paper Prototyping;89
12.4.1.5;Moving to Interface Builder;90
12.4.2;Pushing the Envelope with a Custom Interface;91
12.4.3;The Comfortable Familiarity of UIKit;94
12.4.3.1;Icons and Images Within Your App;96
12.4.3.2;Toolbar Colors;96
12.4.3.3;Background Colors and Images;96
12.4.3.4;Toolbar Button Icons;97
12.4.4;Designing for Accessibility;97
12.4.4.1;Vischeck;98
12.4.4.2;Sim Daltonism for Mac OS X;98
12.5;Tips for the Artistically Challenged;98
12.5.1;Graphics and Icons;99
12.5.2;Fonts;100
12.5.3;Audio and Music;100
12.5.4;Professional Design Services;101
12.6;How You Like Me Now? Encouraging User Reviews Within Your App;102
12.7;Check Out This Cool App! Tell a Friend with In-App Email and Social Networking;105
12.7.1;In-App Email;108
12.7.2;Twitter and Facebook Connect;113
12.8;Earning Your Stripes;116
13;Chapter 5 Money for Nothing: When It Pays to Be Free;117
13.1;The Benefits of Free to Promote Paid Versions;118
13.1.1;Choosing a Path: Lite Version vs. In-App Purchase;119
13.1.2;Playing It Safe: Lite Version Restrictions;120
13.1.2.1;Lite Version Must Be a Fully Functional App;120
13.1.2.2;Lite Version Cannot Contain Crippled Features;120
13.1.2.3;Lite Version Cannot Remind User to Buy Paid Version;121
13.1.2.4;Lite Version Cannot Time Out or Disable Features;121
13.1.2.5;Lite Version Cannot Be Referenced As a Demo;121
13.1.3;Can a Free Lite Version Really Boost Paid App Sales?;121
13.1.4;They Won’t Buy the Cow If the Milk Is Free;122
13.1.5;Perfecting Your In-App Sales Pitch;125
13.1.6;Bulletproofing Your Lite Version;130
13.1.7;Migrating Data from the Lite Version to the Paid Version;131
13.1.7.1;Syncing with the “Cloud”;131
13.1.7.2;Transferring Data via URL;131
13.2;Securing Market Share: Give It Away Now, Up-Sell Later;134
13.3;Monetizing Free with In-App Advertising;136
13.3.1;Taking a Hard Look at the Numbers;137
13.3.2;When to Use In-App Advertising;138
13.3.3;Which Ad Network Is Right for You?;139
13.3.3.1;AdMob;139
13.3.3.2;AdWhirl;140
13.3.3.3;Google AdSense for Mobile Applications;141
13.3.3.4;Greystripe;141
13.3.3.5;Medialets;142
13.3.3.6;Mobclix Mobile Ad Exchange;142
13.3.3.7;Quattro Wireless;142
13.3.3.8;Tapjoy;143
13.3.3.9;iVdopia;143
13.3.3.10;VideoEgg;144
13.3.4;Building a Business with Ad-Supported iPhone Apps;145
13.4;Strength in Numbers: Building Synergy with In-App Cross-Promotion;146
13.4.1;Setting Up Shop;148
13.4.2;United We Prosper;149
13.4.3;Rolling Your Own Solution;151
13.5;Enthusiasm Is Contagious: Get Your Users Talking with Third-Party Social Platforms;152
13.6;Shifting Gears;154
14;Chapter 6 Exploring New Business Models with In-App Purchase and Affiliate Programs;155
14.1;Loyalty Pays: Existing Users Make the Best Customers;156
14.1.1;Supporting the Long Tail: Monetizing Continued Development;156
14.1.2;The Challenge of Changing User Perception;157
14.2;When and How to Use In-App Purchase;159
14.2.1;The Power of Simplicity;160
14.2.2;Presentation Is the Key to Success;165
14.2.3;Finding the Sweet Spot;166
14.3;Configuring In-App Purchase in iTunes Connect;167
14.3.1;Setting Up an In-App Purchase Test User Account;167
14.3.2;Creating In-App Purchase Items;169
14.3.2.1;Reference Name;170
14.3.2.2;Product ID;170
14.3.2.3;Type;171
14.3.2.4;Price Tier;171
14.3.2.5;Cleared for Sale;172
14.3.2.6;Language;172
14.3.2.7;Screenshot;172
14.3.3;Managing Your In-App Purchase Items;173
14.4;Preparing Your Test Device;173
14.5;Tapping into the Store Kit Framework;174
14.5.1;Setting Up the Basics;175
14.5.2;Step 1: Does the Consumer Allow In-App Purchase?;177
14.5.3;Step 2: Fetch Available In-App Purchase Items;178
14.5.4;Step 3: Requesting a Purchase;181
14.5.5;Step 4: Receiving Payment Status;182
14.5.6;Step 5: Providing Access to the Purchased Content;183
14.5.7;Restoring Paid Content;185
14.6;Delivering and Managing In-App Purchases;185
14.6.1;Unlocking Built-in Content;185
14.6.2;Downloading Content from Your Server;187
14.6.3;Finding Help in the Cloud;190
14.7;Mining Additional Revenue with Affiliate Programs;191
14.8;Digging for Gold;194
15;Chapter 7 Testing and Usability: Putting Your Best Foot Forward;196
15.1;Preventing the Majority of One-Star Reviews;196
15.1.1;Avoiding Common Pitfalls;197
15.1.2;Soliciting Direct Feedback;198
15.2;Preventing User Frustration with In-App Help;200
15.2.1;Planting Knowledge Seeds with On-Screen Tips;201
15.2.2;Instructional Videos: The Double-Edged Sword;202
15.2.3;Show, Don’t Tell, with Integrated Demos;204
15.2.4;In-App Web Help: A Little HTML Goes a Long Way;206
15.3;Provisioning: Setting Up a Development Device;215
15.3.1;Step 1: Establishing Your Test Device in Xcode Organizer;215
15.3.2;Step 2: Verify That Apple’s WWDR Certificate Is Installed;216
15.3.3;Step 3: Launch the Online Development Provisioning Assistant;217
15.3.4;Step 4: Request a Development Certificate;219
15.3.5;Step 5: Generate and Install Your Provisioning Profile;220
15.3.6;Step 6: Download and Install Your Development Certificate;222
15.3.7;Step 7: Run Your Xcode Project on Your Test Device;223
15.3.8;The Limitations of Wildcard App IDs;225
15.3.9;Managing Multiple Provisioning Profiles;228
15.4;Beta Testing: Navigating the Complexities of Ad Hoc Distribution;229
15.4.1;Step 1: Acquire the Device IDs of Your Beta Testers;230
15.4.2;Step 2: Request a Distribution Certificate;232
15.4.3;Step 3: Install and Backup Your Distribution Certificate;234
15.4.4;Step 4: Generate and Install an Ad Hoc Distribution Provisioning Profile;235
15.4.5;Step 5: Configure Your App for Ad Hoc Distribution;236
15.4.6;Step 6: Create the Entitlements File;240
15.4.7;Step 7: Compile Your iPhone App;241
15.4.8;Step 8: Distribute Your App to the Beta Test;242
15.5;Knowledge Is Power: Tracking App Usage Through Analytics;242
15.5.1;Answers from the Source;243
15.5.2;Evaluating the Players;245
15.6;Sitting Pretty;246
16;Chapter 8 Get the Party Started! Creating a Prerelease Buzz;247
16.1;The Final Countdown: Preparing for Lift-Off;247
16.1.1;Marketing Requires an Audience, So Invest the Time to Find Yours;248
16.1.2;Crafting Your Elevator Pitch;248
16.1.3;Additional Prerelease Marketing Materials;250
16.1.3.1;Company Logo (High-Resolution);250
16.1.3.2;App Icon and Logo (High-Resolution);250
16.1.3.3;Screenshots;251
16.1.3.4;Optional Video Trailer;251
16.1.3.5;Dedicated Web Presence;253
16.2;Your iPhone App Deserves a Well-Designed Web Site;253
16.2.1;Establishing a Web Site Infrastructure;254
16.2.1.1;Format Wars: Blogs vs. Custom Sites;254
16.2.1.2;Domain Name Benefits;255
16.2.1.3;SEO Tactics;256
16.2.1.3.1;