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Business of iPhone and iPad App Development: Making and Marketing Apps that Succeed 2nd ed. [Minkštas viršelis]

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  • Formatas: Paperback / softback, 480 pages, aukštis x plotis: 235x191 mm, weight: 891 g, 480 p., 1 Paperback / softback
  • Išleidimo metai: 25-Mar-2011
  • Leidėjas: APress
  • ISBN-10: 1430233001
  • ISBN-13: 9781430233008
Kitos knygos pagal šią temą:
Business of iPhone and iPad App Development: Making and Marketing Apps that Succeed 2nd ed.Didesnis paveikslėlis
  • Formatas: Paperback / softback, 480 pages, aukštis x plotis: 235x191 mm, weight: 891 g, 480 p., 1 Paperback / softback
  • Išleidimo metai: 25-Mar-2011
  • Leidėjas: APress
  • ISBN-10: 1430233001
  • ISBN-13: 9781430233008
Kitos knygos pagal šią temą:
Pastovi nuoroda: https://www.kriso.lt/db/9781430233008.html
Raktažodžiai:
The phenomenal success of the iPhone, iPad and the iPod touch has ushered in a “gold rush” for developers, but with well over 300,000 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 iOS app requires a lot of organization and some strategic planning. Updated and expanded for iOS 4, this bestselling 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 and iPad 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 iOS app creators—perfect for independent developers on shoestring budgets. No prior business knowledge is required. This is the book you wish you had read before you launched your first app!
Contents at a Glance iii
About the Authors xii
About the Technical Reviewer xiii
Acknowledgments xiv
Preface xv
Chapter 1 Seeing the Big Picture in a Crowded App Store Marketplace
1(12)
Why a Business Book for iOS Developers?
2(1)
Tackling the New World of Mobile Marketing
2(1)
Rest Easy---This Is Not Your Typical Business Book
3(1)
Planning Your Own Success Story
3(3)
How to Use This Book
6(3)
Getting Started with Your First iOS App
9(1)
Already in the App Store? It's Never Too Late to Boost Sales
10(1)
Developing iOS Apps for Clients
10(1)
Ready to Dive In?
11(2)
Chapter 2 Doing Your Homework: Analyzing iOS App Ideas and Performing Competitive Research
13(24)
Fulfilling a Need
13(6)
Discovering Untapped Markets
14(3)
Enhancing the Mobile Experience
17(1)
Competing with Similar Apps
18(1)
When to Avoid Oversaturated Categories
19(2)
Assessing the Competition
21(6)
Using Alternative App Directories for Competitive Research
23(1)
Analyzing App Ranking Statistics
23(1)
Finding Inspiration in Your Competitors' Customer Reviews
24(2)
Taking Your Competition for a Test-Drive
26(1)
Defining Your Differentiator
27(1)
Targeting Multiple iOS Devices
28(1)
Universal Applications from a Business Perspective
29(1)
What's in an App Name?
30(3)
Registering Web Site Domain Names
33(1)
Building a Unique Identity for Your iOS App
34(1)
Making Progress
35(2)
Chapter 3 Protecting Your Intellectual Property
37(24)
What Is Intellectual Property?
38(1)
Determining Your Intellectual Property Strategy
38(13)
iOS Apps Are Different
39(1)
Developing an iOS App-Specific Game Plan
39(2)
Copyrighting Your App
41(1)
Filing Trademarks for App Icons and Logos
42(3)
Trade Secrets
45(2)
Patents
47(4)
Addressing Intellectual Property in Contractor and Employee Agreements
51(2)
Hiring Contractors
51(1)
Hiring Employees
52(1)
Inbound Licensing of Intellectual Property
53(1)
Document Your Inbound Licenses
53(1)
Know What You Are Getting
53(1)
Avoid Viral Licenses
54(1)
Don't Use Apple's Trademarks
54(1)
Creating a Custom End User License Agreement
54(3)
The Purpose of a EULA
54(2)
Apple's EULA
56(1)
Reasons to Use Your Own EULA
56(1)
How and When to Pursue Legal Action
57(2)
First Steps Toward Dispute Resolution
57(1)
Prelitigation
58(1)
Litigation
59(1)
Summary
59(2)
Chapter 4 Your iOS App Is Your Most Powerful Marketing Tool
61(36)
Getting Your Foot in the Door: First Impressions Are Everything
61(2)
The First Visual Cue
62(1)
The Second Visual Cue
62(1)
More Incentive for a Good First Impression
62(1)
Playing by the Rules in Apple's Sandbox
63(2)
Designing for Multiple iOS Devices
65(2)
Preparing UI Art Assets
65(1)
Orientation Considerations on the iPad
66(1)
Double the Fun with Retina Display Screens
67(1)
Creating an Effective App Icon and Logo
67(10)
App Icon Rules and Tools
68(2)
Designing a Custom App Icon
70(4)
Don't Forget About a Logo
74(1)
Maintaining a Consistent Brand Identity
75(2)
Interface Design: Think Like a User, Not a Developer
77(15)
The Immense Value of Prototyping
78(7)
Pushing the Envelope with a Custom Interface
85(2)
The Comfortable Familiarity of UIKit
87(4)
Designing for Accessibility
91(1)
Tips for the Artistically Challenged
92(4)
Finding Graphics and Icons
92(1)
Choosing Fonts
93(1)
Adding Audio and Music
94(1)
Using Professional Design Services
95(1)
Creative Boost
96(1)
Chapter 5 Social Inception: Promoting Your Apps Within Apps
97(32)
Encouraging User Reviews Within Your App
97(4)
Seeking Feedback at Runtime
98(2)
When to Ask for Ratings
100(1)
Tell a Friend with In-App Email and Social Networking
101(18)
Using Third-Party Web Services
102(1)
Connecting Users with In-App Sharing
102(6)
Adding E-mail Support
108(5)
Integrating Twitter and Facebook
113(6)
Strength in Numbers: Building Synergy with In-App Cross-Promotion
119(7)
Setting Up Shop
120(2)
United We Prosper
122(4)
Get Your Users Talking with Third-Party Social Gaming Platforms
126(2)
Enthusiasm Is Contagious
126(1)
Choosing a Social Gaming Platform
127(1)
Earning Your Stripes
128(1)
Chapter 6 Money for Nothing: When It Pays to Be Free
129(30)
Generating Revenue from Free Apps
129(2)
Free Strategies
130(1)
Try Before You Buy
130(1)
Choosing a Path: Lite vs. In-App Purchase
131(2)
The Lite Approach: Tastes Great, Less Filling
133(18)
Playing It Safe: Lite Version Restrictions
133(2)
Can a Free Lite Version Really Boost Paid App Sales?
135(1)
They Won't Buy the Cow If the Milk Is Free
136(4)
When to Release the Lite Version
140(1)
Perfecting Your In-App Sales Pitch
140(6)
Bulletproofing Your Lite Version
146(1)
Migrating Data from the Lite Version to the Paid Version
147(4)
Securing Market Share: Give It Away Now and Up-Sell Later
151(2)
Mining Additional Revenue with Affiliate Programs
153(4)
How Affiliate Programs Work
153(3)
Joining the iTunes Affiliate Program
156(1)
Shifting Gears
157(2)
Chapter 7 Monetizing Free Apps with iAd and Other In-App Advertising Opportunities
159(48)
When to Use In-App Advertising
159(3)
Knowing Your Audience
160(1)
In-App Advertising As a Sales Tool
161(1)
Selecting a Mobile Ad Network
162(4)
Investigating the Choices
163(1)
Which Ad Network Is Right for You?
164(2)
Building a Business with Ad-Supported Apps
166(7)
Balancing UI Design Aesthetics with Ads
166(3)
Finding the Best Mix of Ad Networks
169(2)
Harnessing the Power of House Ads
171(2)
Implementing Apple's iAd in Your iOS Apps
173(28)
Joining the iAd Network
173(1)
Designing Your App for Displaying iAd Banners
174(3)
Programming Your App to Support Ads
177(24)
Enabling Live Ads in Your App
201(1)
Knowledge Is Power: Tracking App Usage Through Analytics
201(2)
Contemplating Sponsorships and Product Placement Deals
203(2)
The Tipping Point
205(2)
Chapter 8 Exploring the Freemium Model with In-App Purchase
207(46)
Loyalty Pays: Existing Users Make the Best Customers
207(6)
Supporting the Long Tail: Monetizing Continued Development
208(1)
The Challenge of Changing User Perception
209(4)
When and How to Use In-App Purchase
213(12)
Understanding the Fundamentals
213(3)
The Power of Simplicity
216(5)
Presentation Is the Key to Success
221(1)
Finding the Sweet Spot
222(3)
Delivering and Managing In-App Purchases
225(5)
Unlocking Built-in Content
225(2)
Downloading Content from Your Server
227(2)
Finding Help in the Cloud
229(1)
Configuring In-App Purchase in iTunes Connect
230(7)
Setting Up an iTunes Test User Account
230(1)
Creating In-App Purchase Items
231(5)
Managing Your In-App Purchase Items
236(1)
Preparing Your Test Device
237(1)
Tapping into the Store Kit Framework
238(3)
Configuring the Project for In-App Purchase
239(1)
Setting Up the Basics
239(2)
Getting In-App Purchase Up and Running
241(9)
Step 1 Does the Consumer Allow In-App Purchase?
241(1)
Step 2 Fetch Available In-App Purchase Items
242(3)
Step 3 Request a Purchase
245(1)
Step 4 Receive Payment Status
246(2)
Step 5 Provide Access to the Purchased Content
248(2)
Restoring Paid Content
250(1)
Digging for Gold
251(2)
Chapter 9 Testing and Usability: Putting Your Best Foot Forward
253(36)
Preventing the Majority of One-Star Reviews
253(4)
Avoiding Common Pitfalls
254(1)
Soliciting Direct Feedback
255(2)
Preventing User Frustration with In-App Help
257(9)
Planting Knowledge Seeds with On-Screen Tips
258(1)
Instructional Videos: The Double-Edged Sword
259(2)
Show, Don't Tell, with Visual Demos
261(2)
Providing Mobile Manuals with Text-based Help
263(3)
Provisioning: Setting Up a Development Device
266(10)
Step 1 Establish Your Test Device in Xcode Organizer
266(1)
Step 2 Acquire Your Development Certificate
267(3)
Step 3 Register Your Device ID
270(1)
Step 4 Create an App ID
271(2)
Step 5 Generate and Install Your Provisioning Profile
273(2)
Step 6 Run Your Xcode Project on Your Test Device
275(1)
Beta Testing: Navigating the Complexities of Ad Hoc Distribution
276(10)
Step 1 Acquire Your Distribution Certificate
276(4)
Step 2 Register the Device IDs of Your Beta Testers
280(2)
Step 3 Generate and Install an Ad Hoc Distribution Provisioning Profile
282(1)
Step 4 Configure Your App for Ad Hoc Distribution
283(1)
Step 5 Create the Entitlements File
284(1)
Step 6 Compile Your iOS App
285(1)
Step 7 Distribute Your App to the Beta Testers
286(1)
Wireless Distribution to Beta Testers
286(1)
Sitting Pretty
287(2)
Chapter 10 Get the Party Started! Creating a Prerelease Buzz
289(64)
The Final Countdown: Preparing for Liftoff
289(7)
Invest the Time to Find Your Audience
290(1)
Craft Your Elevator Pitch
290(2)
Gather Additional Prerelease Marketing Materials
292(4)
Your iOS App Deserves a Well-Designed Web Site
296(26)
Web Hosting
296(1)
Format Wars: Blogs vs. Custom Sites
297(1)
Domain Name Benefits
297(2)
SEO Tactics
299(3)
Tracking Web Site Traffic
302(1)
Anatomy of an iOS App Web Site
303(18)
Before Selling, Start Collecting
321(1)
Why Site Compatibility with Mobile Safari Is So Important
322(8)
"I'm Ready for My Close-up, Mr. Viewport"
323(2)
Using Browser Detection to Deliver Targeted Content
325(3)
Dynamically Replacing Flash with iOS-Compatible Content
328(1)
Home Screen Bookmarking Made Beautiful
329(1)
Let's Make Some Noise: The Power of Blogs, Twitter, and Social Networks
330(16)
Cultivating an Online Community
330(1)
Blogging
331(1)
Twitter
332(9)
Facebook
341(4)
Other Social Networks and Bookmarking Sites
345(1)
Commenting on Forums, Groups, and Blogs
345(1)
But Not Too Much Noise: Maintaining a Professional Reputation
346(2)
Everyone Loves a Winner: Collecting Prerelease Press and Testimonials
348(3)
Preparing a Hit List
348(1)
Establishing Relationships
349(1)
Offering Exclusives and Advance Ad Hoc Builds to Secure Coverage
350(1)
Passing the Baton
351(2)
Chapter 11 Keys to the Kingdom: The App Store Submission Process
353(46)
The Politics of Pricing
354(5)
Analyzing Similar Apps
354(1)
Room to Maneuver
354(1)
Sustaining a Long-Term Business
355(2)
Perceived Value and Consumer Resistance
357(2)
Improving App Discovery: The Art of Keywords and Names
359(3)
Assigning Keywords
359(2)
The Name Game
361(1)
Perfecting the Sales Pitch of Your App Description
362(3)
What Is It?
363(1)
Awards and Testimonials
363(1)
App Features and Benefits
364(1)
Putting It All Together
364(1)
A Picture Is Worth a Thousand Words: The Importance of Screenshots
365(6)
Choosing the Primary Screenshot
366(2)
When a Screenshot Is More Than a Screenshot
368(3)
Preparing Your Application Binary for the App Store
371(4)
Step 1 Verify Your Distribution Certificate Is Still Installed
371(1)
Step 2 Generate and Install an App Store Distribution Provisioning Profile
372(1)
Step 3 Configure Your Xcode Project for App Store Distribution
373(1)
Step 4 Compile Your iOS App
374(1)
Ensuring Apple Has Processed Your Contracts and Payment Settings
375(1)
Are We There Yet? Submitting Your App in iTunes Connect
375(19)
Step 1 Create a New App Entry
376(3)
Step 2 Set the Availability Date and Pricing
379(2)
Step 3 Submit Your App's Metadata
381(3)
Step 4 Assign a Rating to Your App
384(2)
Step 5 Upload Your App Icon and Screenshots
386(4)
Step 6 Support Multiple Languages
390(1)
Step 7 Upload Your App Binary for App Store Review
390(4)
Try, Try Again: Dealing with App Store Rejections
394(2)
Approved! Making It to the Promised Land
396(1)
Analyzing Your App Store Sales Statistics
396(2)
Rev Your Engines
398(1)
Chapter 12 Increasing Awareness for Your iOS App
399(32)
Dedicating As Much Effort to Marketing Your App As You Put into Developing It
399(2)
Launching with a Supernova of Publicity
400(1)
Enlisting Help from the Pros
400(1)
The Art of Crafting Effective Press Releases
401(10)
The Essential Ingredients of a Press Release
402(5)
Translating Your Press Release
407(1)
The Virtual 24/7 Press Room
407(1)
Connecting with the Press
408(3)
Issuing Promo Codes: Soliciting App Reviews on Influential Blogs and Review Sites
411(5)
Providing Review Materials
411(2)
Obtaining Promo Codes
413(1)
Publicity Requires Planning and Patience
414(2)
Using Promotions and Giveaways to Improve App Discovery
416(4)
Timing a Good Sale to Rejuvenate App Downloads
420(1)
Can Advertising Sell Apps?
421(4)
Advertising to a Mobile Audience
421(2)
Taking Advantage of iAd for Developers
423(1)
Pay-Per-Install Incentives to Cross-Sell Apps
424(1)
Staying Connected with Customers
425(2)
Delivering Frequent App Updates
425(1)
Providing High-Quality Support
426(1)
Additional Tips for Sustaining Momentum in the App Store
427(2)
Banking on the Prestige of Awards and Endorsements
427(1)
Share Your Knowledge
428(1)
Participating in Interviews and Podcasts
429(1)
Looking Toward the Horizon
429(2)
Appendix: Online Resources for App Research and Marketing
431(6)
iOS App Directories, News, and Review Sites
431(4)
Additional App Marketing Resources
435(2)
Index 437
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.