Editorial Articles

Jon Salt, Senior Digital Producer at publishers Random House on apps in 2011

An estimated eight billion apps were downloaded across all mobile devices in 2010, but in 2011 expect them to be even bigger. The explosive growth in smartphones has driven the app market in recent years. Add the success of the Apple iPad and a host of new tablet launches in 2011 and the app space will become even more crowded.

But apps aren’t just important to brands, marketers and publishers because they are popular. Unlike web pages, where users can quickly become distracted by rival content, apps are walled gardens that they return to again and again. Rovio have found that people spend 65m minutes per day playing 'Angry Birds'. More of Facebook’s users access the site via mobile devices than computers. Developers have also found an audience ready and willing to pay for content in apps, with 70 per cent of all apps on the Apple Store being paid apps.

With over 300,000 apps in Apple’s App Store, the app market is very crowded. Here are my predictions and tips on the best ways to get your app noticed in 2011.

People like apps that solve problems. Some of the most popular apps help us with everyday tasks like navigating public transport, estimating the cost of a taxi fair or even turning the washing-up into a game. A key question you need to ask is: can my app make people’s lives better?

Try to make your app engaging to use. The best apps are used repeatedly by users. From the icon you create to the way users navigate through your app, try to make it a fun and rewarding experience. Will people want to use your app ever day?

Think long-term. Too many apps are launched and then forgotten about. Apps with regular updates breed loyalty from users and that all-important word-of-mouth viral appeal. Create a roadmap of updates for your app and keep improving it.

Listen to feedback from customers. It’s very important to have resource in place to respond to questions from users. Your app might be brilliant, but if it develops a bug people will let you know about it with one star reviews. Get back to complaints and questions quickly. Integrate people’s feedback into your app’s development.

Jon Salt, Senior Digital Producer, Random House

www.randomhouse.co.uk