Monday 8 August 2011

Some unusual App Marketing Strategies

Gathering interest by releasing your app initially on a higher spec phone seems to be a new and unusual app marketing strategy for some Android  publishers.
That the Android market is fragmented is a phrase often bandied about by the Smartphone industry. What they mean by this is that due to the plethora of phones of differing types running Android, all the different specs of these phones and indeed the different versions of Android (Android Gingerbread OS quicly being superceded by Ice-Cream Sandwich and even that looking to be made extinct b a rumoured new Android Update in the form of the rumoured Jellybean Android OS) it makes it very hard for every app developer to be singing off of the same song sheet as it were.

 Some app developers have used this fact to improve their app marketing: thinking particularly of the Tegra chipped Android  phones and the Xperia Play, these are generally high specced gaming phones (boasting as standard 1 GHZ plus phone processors and dual cores).
But more importantly these are Android handsets that are also highly marketed. So if a new game comes out on these or similar phones the internet is normally all over it and it becomes biggish news for at least a little while.
So whilst anybody who has more than a passing interest in gaming will see this so called gaming news on the net as an Xperia Play or similar exclusive their need for the game will naturally grow, according to the age old principle of ” You want what you can’t have!” Thus when the Android game has benefited from it’s so called exclusivity based marketing and is released to other phone owners it is more likely to be purchased.
 Clever marketeers use this app marketing strategy and prove that Android's fragmentation can indeed be a strength and not a weaknesses.