App Store marketing
Case study of the RATP iPhone app. Interesting take-aways:
- after cutting the premium service cost by 50% and building a phenomenal free experience, the new pricing strategy generated 3 times more sales
- forget about banner ads on major websites, cross-application advertising is a better solution as relevant users are targeted via the devices they'll use to download the new apps
- in the world of iPhone applications, (download) size matters
- the formula for App rankings only accounts for your last 4 days of sales: 8 times the sales of the current day + 5 times the sales on the 2 preceding days + 2 times the sales on initial date
- a promotional campaign of 4 consecutive days therefore is more likely to pay off with a top ranking rather than a staggered date campaign
- sales tend to increase by about 20% on Saturday and Sunday
