Creating The Mobile App Is Half The Battle

So you've built the iPhone application and uploaded it into the Apple store, but how do you get it ranked high enough to get noticed? Wendy Feldman, executive director of mobile marketing and digital promotions at Sony Pictures, says you must make apps relevant to a specific audience. She says you must get homepage placement in the iTunes storefront. Unless you get that placement it becomes extremely difficult to get noticed, she says. Sony also works with companies like Fandango to target consumers. "Our core goal is to build brand awareness to sell more tickets," she says.

Lynn Tornabene, CMO at Quattro Wireless, says sometimes you have to talk clients out of creating the iPhone app. The Apple store now ranks content by the aggregate revenue and how many downloads, which helps.

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