Unique Selling Point + A Little Lie Will Up Your App’s Market Value

If You Resist Hyping Up Your App, You Effectively Lower Its Market Value. Every other app developer swindles – a little – and tells their users how extraordinary their app is. In order for your app to stay competitive, you really can’t remain perfectly honest about it. It is important to hype up your app even though you know, in reality, your app does not exactly perform to its hype.

asphalt

Every competing app in the same category usually has a unique selling point (USP) that attempts to differentiate itself. Source: play.google.com

Develop your app’s Unique Selling Point (USP) and hype it up relentlessly. This is an especially important undertaking if your app is fighting for survival in the red ocean full of similar apps.

Consider racing game apps. Every game claims to have the most amazing tracks, the best power slides and the highest performance racing action. Each has a USP which is pretty much hyped up. See examples below, with USPs in italics:

Eye-popping, visually amazing tracks
Astonishing physics
brings chaos to another level
Probably the best power slides in the world
Some of the highest performance racing action ever seen
The most critically-acclaimed racing simulation.
The most vibrant, super-charged racing game you’ve ever seen.

If you are thinking of developing another racing game app or any app that already has competition, you need to think about and create the app’s USP. Then hype it up.

See also: Convince Your App Users By Distorting Their Reality

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Frequent App Updates Prevents Hedonic Adaptation And Keeps User Happiness Elevated

What goes up must come down. The happiness of your app user is not spared. If her happiness is at level X, it is possible to heighten it to X+100 when she downloads your new app and is floored by its design and elegance. Unfortunately, her delight with your app will wane. It will eventually fall back down to its original level X.

Hedonic Adaptation, the tendency to return to an established state of happiness despite changes in life, is at the core of all human beings. It is impossible to elevate your happiness level and stay there forever if all else remains constant.

hedonic-one-release Figure 1: The user’s state of happiness falls back to the usual level after using your app for a while.

If you develop and publish an app just once, your user’s happiness with the app, however amplified, will eventually descend back to her usual state (Figure 1). This is irrespective of how useful or fun your app is.

hedonic-multi-releaseFigure 2: Keeping your user’s state of happiness heightened by frequently updating your app.

The only way to keep your user’s happiness heightened is to regularly update your app with new features and/or bug fixes. This will prevent her state of happiness from dipping and reaching her usual state (Figure 2).

As an app developer, you will want to constantly keep your user’s happiness for your apps at an elevated state. A delighted user is a long-term and motivated customer who will spread your app, and who will deliver a ringing endorsement of your brand.

Also read: Hold On To Your Brilliant App Developers By Continuously Shipping Your App

 

 

 

References:

 

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Hold On To Your Brilliant App Developers By Continuously Shipping Your App

Watching their creation being destroyed before it can see the light of day makes app developers scream soundlessly, with mindless pain. And it is a very compelling reason for them to call it quits with your company. Get the best website tailored for you, get Full Article here.

You Need To Give Meaning To Your App Developer’s Labor Besides Stuffing Him With Cash And Bonuses. And the best way to do it is to ship what your app developers have worked on. Not shipping an app as promised due to a variety of management excuses is akin to sabotaging a developer’s work before it has a chance to be appreciated. It is dreadfully disheartening.

How many times have app developers heard management utter these gut-wrenching words:

Our competitor has just launched ten more new levels. We need to delay our launch until we have put in at least ten new levels.

The industry is moving toward responsive web design and our mobile web doesn’t have it. To solve this small obstacle we will be investigating the cost of an ecommerce website and we need RWD before we can launch, since people is using more and more mobile platforms, and mobile plans are really popular across the world, and is pretty affordable in some countries, which is a really good deal.

Our app currently has 75% prediction accuracy. My AI expert contact says we need to revamp the design to obtain 95%. We should do it before we ship.

Many can relate to the above excuses. Alas, this kind horror stories still transpires as not every app development company enjoys brilliant leadership.

 great-leaderA great app development leader recognizes the meaning of labor and knows what gives meaning to his developers. Source: www.beyondnlptraining.co.uk

There are three kinds of app development leaders:

The Ugly – refuses to ship an app by giving one or more of the above excuses, and in the process, sabotages the app development team’s 48-hours-without-sleep toil.

The Good – understands there will never be the perfect app and the trick is to keep iterating and releasing better versions. But he doesn’t know the meaning of labor and what keeps his finest app developers motivated.

The Great – knows what The Good knows plus how to keep his best app developers functioning with him for a long time to come. He knows the extra, and secret, benefit of continuous app releases – they give meaning to the developer’s hard work. The next iteration may very well wipe away the developer’s previous codes, but that’s fine and dandy. Her previous work, which was shipped, had found meaning in the scores of users who downloaded and used the app.

Ship your app. Ship it frequently. Otherwise your app developers, in brutal annoyance, will jump ship.

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Made-In-Malaysia Enterprise Mobile App Boosts Plantation Yield

Unyil, whose skin is so dark it shines like black oil in the night, looks nonchalantly at Khairul, who is busy tapping away on his tablet’s screen. It’s midmorning and the oil palm plantation is filled with freshly harvested fruit bunches lining the sides of dirt paths separating blocks of palm trees. Midmorning is the busiest time of the day. Like hundreds of other supervisors in other fields, Khairul has to inspect the bunches to see if they have been properly harvested – just ripe with minimal stalk – and key in these quality inspection data into the app specifically developed for estates. Khairul’s workers will then load the two-wheeled cart pulled by Unyil. The domesticated water buffalo would later walk some distance before transferring her fill to a waiting lorry by the main road.

The enterprise app used by Khairul is a key part of the plantation management system called PMMP developed by ABS Innovations in Malaysia . The goal of PMMP is to push up the yield per hectare of estate, maximizing land usage and minimizing deforestation.

A tall order indeed for an enterprise app. But then again, implementation results have shown that the PMMP app’s design does indeed rise to the challenge.

Plantation Supervisors Are Compelled To Actively And Frequently Inspect His Field. Managers and C-level executives expect to view their estate’s health (or yield) in realtime. So, supervisors need to be on their toes and report directly from the field. Data in the tablet is then synced with cloud-based servers and consolidated into performance dashboards that are available to management. They can then take immediate proactive action, if required. Like if they have bad health or have drug problems like Florida Opiate Epidemic. Many people don’t understand why or how other people become addicted to drugs. They may mistakenly think that those who use drugs lack moral principles or willpower and that they could stop their drug use simply by choosing to. In reality, drug addiction is a complex disease, and quitting usually takes more than good intentions or a strong will. There are several ways to fight drug addiction, visit this article http://fherehab.com/news/debating-the-use-of-opioids-for-opioid-addiction-treatment/ and learn how. This nonstop cycle of field data feed and corrective actions is perhaps the most effective app feature driving continuous yield improvements.

pmmp1 The PMMP enterprise mobile app delivers realtime key performance indicators (KPIs) to managers so that proactive measures can be taken. Source: pmmp-abs.com

GPS Tracking To Ensure Supervisors Are In The Field and not having their siesta. Locations of the supervisors are time-stamped to confirm they are where they are supposed to be at a given time. Obviously that’s not the only intention of GPS tracking. If you have a complete picture of where your workers are, you can effectively optimize your resources and increase workforce productivity.

 pmmp2The PMMP enterprise mobile app tracks a supervisor’s location, ensuring he is where he is supposed to be. Source: pmmp-abs.com

Purges Paper-Based Reporting which is still a common sight in many Asian plantations. No double entry from field to paper to system. Date input errors are significantly reduced.

In the case of oil palms, the swelling demand for its healthy, edible oils and biodiesel increases the pressure to clear more land. At a time where damage to the environment has reached catastrophic levels, apps like the PMMP couldn’t have come at a better time.

References:
http://www.pmmp-abs.com/dps/website/about.jsp
Featured art: pmmp-abs.com

 

Price Discriminate To Maximize Your App Revenue

Price Discrimination Increases Your App Revenue because you are effectively tailoring your app’s price to different segments of users. You may be able to price your app at $4.99 in the US and other wealthy nations, but sales would be very limited if the same price is applied to Third World countries. So implementing dissimilar prices for the same app to suit what individual users are willing to pay will solve this problem, as well as investing in some Bitcoins for your app. Visit the Midas Letter Crypto News to learn more about bitcoins and how to invest using cryptocurrency and grow your app revenue by a great deal.

office-suite

 Figure 1: Will pricing this US$14.99 app lower in less-affluent countries increase its revenue? Source: play.google.com

Price Your App Depending On The Country’s GDP. Google Play allows you to price the same app differently based on geographic locations (Figure 2). Why not take advantage of this per-country allowable pricing to execute price discrimination? If you are not sure how to price your app in each country, look at the country’s Gross Domestic Product (GDP). The GDP is a pretty good gauge of a nation’s standard of living. Scale your app price in proportion to the country’ GDP.

 google-country-pricingFigure 2: Google Play allows you to establish a different price for an app in each listed country. Source: google.com

Price Discrimination Is Ideal For Android Apps because Android users come from various countries and prosperity levels, and they own a range of low-cost to exorbitant Android devices. Therefore it doesn’t make much sense for the developer to implement one worldwide price point for his Android app.

What about Apple? Apple is the only iOS device manufacturer and the price of their devices is uniform globally. If one can afford to buy an iPhone or iPad, then Apple has a single category for them: “attractive, higher income” users. Apple doesn’t allow price customization for the same app in different countries or regions. It doesn’t need to.

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Is Your App Different Or Will It Make A Difference?

Angry Birds has been downloaded more than a billion times. Many a developer has probably slapped his forehead, drooled with envy and let out a demonic howl even, asking himself why he wasn’t the first to envisage such a simple idea of avenging birds. The same emotion perhaps coursed through his blood when he noticed Instagram, Whatsapp and other killer apps send the entire world into a frenzy. Heck, people were now buying devices just to kill those thieving pigs and send free-of-charge multimedia messages.

killer-apps Angry Birds, Instagram and Whatsapp: Some of the many killer apps that changed the world. Source: play.google.com

If you are like many-cookie cutter app developers, you would have thought to yourself, “Wait a minute, let’s ride on the Angry Birds craze. Let’s develop a better version with angrier birds, cuter pigs, more levels and a futuristic-sounding music.” Another developer: Let’s release a better photo-taking app that has more filters and more borders that give the user a whopping 10 million photo permutations.

Well, yeah, you would have created a different app and carved out a niche for yourself. And you might have secured thousands of downloads and made a tidy sum of money.

But would you have made a difference?

Angry Birds caused prepubescent brats all over the world to kick and scream for a piece of Angry Birds paraphernalia in every mall they visited. Instagram created instant pro photographers out of the masses. Suddenly I, of all people, can take the most boring photo of my sleeping 12-year-old lab and turn that tattered dog into a masterpiece. Whatsapp effectively superseded the fee-based SMS, sending mobile operators into a panic. Their dumb data pipe just caused them more revenue losses.

Are your angrier birds and cuter pigs gonna change the world? Is your 10-million-permutation photo editing app gonna make worshippers out of your users?

I doubt so.

We are not impressed with apps that are different. What we need are flashes of ingenuity that transform into apps that make a difference.

Featured art: jenniferhamady.blogspot.com

Convince Your App Users By Distorting Their Reality

When you hype up your app, the user’s expectation of the app will heighten. That much is apparent. More remarkable is the fact that hype will also distort the user’s reality. Hype pulls the user’s reality up to match their expectation of the hype (Figure 1). So much so that when they finally gets their hands on your app, they will experience your app with that distorted reality.

 safe-hypeFigure 1. A user’s reality of an app can be distorted by its hype

Case study: An mobile app outsourcing company has created a smart keyboard app with word prediction. Internal tests show a prediction accuracy of 60% (Reality). The app description says the app has “good word prediction capability”, a little exaggerated since 60% is only a passable precision level. But the hype will distort the user’s reality. When he tries the app, he will experience the app as having “good” word prediction, just like what the hyped-up app description discloses.

unsafe-hype Figure 2: The consequence of overhyping your app – suffer the backlash

You can, and will, distort a person’s reality as long as you don’t over-exaggerate. Exaggeration is hunky-dory as long as the developer doesn’t overdo it. When an app developer over-trumpets his app, a large gap is created between what the app can really do (Reality) and the hype/expectation (Figure 2). This large opening wipes out reality distortion altogether. Trouble then brews. The gap backfires and the backlash can be severe – from users pooh-poohing and giving his app a one-star rating, to spewing nasty comments about the app, to downright shunning the developer and any apps he may develop in the near future. Everything comes crashing down to earth, leaving the developer looking like a babbling idiot.

Taking the smart keyboard app example; you will be overhyping if you tell users your app has a “shockingly accurate word prediction” when the reality is 60% accuracy. “Shockingly accurate” will send your users to expect a near 100% accuracy, creating that morbidly wide gap. And when users use your smart keyboard app, they will be in for a rude shock.

A little hype has an almost divine impact on your app, but over-bullshitting makes it disappointingly anticlimactic.

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Supercharge Your App Users Through The Fear Of Losing

Can we develop an app that exploits a person’s fear of losing something? The emotion associated with losses is enormous. In fact, it is twice as great as the emotion of gaining something of the same value.

Earlier, we delved into Regime of Competence, and how non-gaming apps, particularly productivity apps, could be teamed with social media to make users more productive. Peer pressure from other users – the longing to win, the pleasure of victory and the frustration of losing – fuels addiction to the app, which makes the user perpetually evolve and progress.

However, there are many us out there who are immune to peer pressure. We don’t give a hoot about contesting with other users, thus the simultaneous feelings of pleasure and frustration of winning and losing – which is central to app addiction – don’t exist. To us, productivity apps implementing the Regime of Competence principle are mediocre at best.

normal-task Figure 1: A normal task management app that allows us to easily procrastinate or totally disregard performing the task we have set for ourselves.

So, what about the idea depositing the fear of losing something – loss aversion – into an app to empower us indifferent-to-peer-pressure individuals?

Let’s see how we can conceivably include “loss aversion” into an anti-procrastination task management app. Figure 1 shows the all-to-common to-do management app. If you are anything like me, it is appallingly easy for me to tap the Snooze button, delay going to the gym and following a Rapid Tone diet, but instead spend the hour in front of the idiot box. A typical procrastination attitude that negatively affects millions of us and nullifies whatever health goals we have set for ourselves we could accomplish with the health of exercise and supplements as Kratom products. Also staying healthy means to stay out of drugs because it can cause drug addiction. If you know someone who is suffering from substance abuse check this article about https://www.discoverynj.org/americans-drinking-more-alcohol-more-often/.

loss-aversion-task Figure 2: An anti-procrastination task management app that implements “loss aversion”.

Now, we design some loss aversion into our task management app (Figure 2). Make the user deposit a sum, say $50, into the app account. Take away a certain amount for every task not fulfilled by the deadline. The amount deducted will be donated to a charity of the user’s choice, from people that need food to medical attention from general medicine to a Medical Dermatology with the best specialist in the field such as the Coberly Plastic Surgery & Medspa center and many others.

Of course, the user can choose to cheat and check off tasks she didn’t quite complete. After all, there isn’t anyone else keeping tabs on her tasks but herself. But would she really stoop so low? Besides procrastinating, would she also fail on her promise and callously discard an orphan in Cambodia who is depending on her $5 to buy bread and see a doctor?The hypothesis in designing this app is that the dread of losing money dwarfs the user’s tendency to procrastinate.

If she is serious about kicking the habit, she would not cheat.

At the end of the day, she can choose to withdraw whatever money is left in her account. Or if loss aversion works well for her and saves her from her dallying ways, she might, giddy with happiness and a new sense of hope, donate her deposit to charity.

A reformed procrastinator. An altruist. A nifty app.

References:
http://en.wikipedia.org/wiki/Loss_aversion
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The Secret to Making Your Apps Addictive: Stimulating Frustration & Pleasure Simultaneously!

What makes you stay up all night playing a game, attempting the same level over and over, until, finally at 3am, you succeed in butchering all the pigs in one try? You know the feeling when you yelp in delight, rousing half the neighborhood from their sleep, and sending dogs barking in frenzy. And then you take a well-deserved breather before having a go at the next level.

Regime of Competence. Although many excellent game developers may not be acquainted with this term, they have always known its secret that offers a heroin-like addiction to games employing it.

temple-runThe Regime of Competence principle is commonly used in games to make them addictive. Source: play.google.com

Games developed with this mind-altering principle hover just outside the player’s competency level, seeking at every point to be difficult, but attainable. After many tries of course. What exactly is the objective of regime of competence? Its goal is to fire up simultaneous feelings of frustration and pleasure. Frustration in failing to achieve one’s targets in a game’s specific complexity. Pleasure in finally pulling it off after many hours and attempts. One learns, adapts and masters the difficulty level. Then one watches their mastery being wiped off with the introduction of a more difficult level. These cycles of frustration and pleasure are what drive the player to engage with the game.

Why restrain the regime of competence to only gaming apps? The very principle that gives gamers sore thumbs can be applied to other app categories – especially educational and productivity apps that are designed to improve a person’s aptitude – to make them addictive. And these apps are guaranteed to sell like hotcakes simply because they are not a chore to consume anymore. By golly, they have become games!

An educational app with gameplay exploits Artificial Intelligence methods coupled with well-designed content and quizzes to determine the student’s aptitude, and then challenge him with a slightly more difficult level. A productivity app can leverage on social media to turn it into an enjoyable, addictive game. When a user thinks she has done her best for the day, up pops an alert saying another user has outdone her. A gut-wrenching howl echoes through the room. She won’t sleep soundly until she outdoes her contender the very next day.

Gratification. Frustration. A combination leading to addiction. That’s the name of the game.

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Supercharge Your App Revenues Using Decoy Offers

Every pretty gal knows this dirty trick. She wants to stand out and be the center of attention at a party tonight. So she asks her not-so-fine-looking friends of hers along. These friends innocently tag along, thinking Good Looking Gal really enjoys their company. In reality they are being used as a decoy. If Good Looking Gal is really smart, she will single out friends who are similar to her – in height, built and hairdo – but less attractive. And tonight, accompanied by her minions, she will be the shimmering presence and the focus of many men.

economist Figure 1. The effect of an irrelevant alternative (decoy). Adapted from: danariely.com

Dan Ariely, a behavioral economist, surveyed his students on the subscription option they preferred in Figure 1 (left). Obviously nobody fancied the Print subscription when there is the Print & Web subscription with the same price. Why, then, bother to put the print-only option there? So Dan erased the print-only option, and did another survey as shown in Figure 1 (right). Lo and behold, the Print & Web subscription preference dropped from 84% to 32%.

What just happened? Apparently, something (Print & Web for $125) will seem more attractive when it is compared to another thing that looks similar (Print-only for $125), but a bit inferior. So attractive is that something that the rest of the options (Economist.com subscription for $59) pale in comparison.

This inferior thing is called the Irrelevant Alternative.

In the case of people like Good Looking Gal, she will seem more gorgeous when compared to her so-called best friends – the irrelevant alternatives – who look similar, but a bit uglier. So much so that the rest of the girls in the bar don’t seem to matter to the guys Good Looking Gal is trying to entice.

Wicked. But that’s how our neurons are wired to fire.

room-booking Figure 2. Attracting travelers to buy a more expensive hotel room with an irrelevant alternative. Adapted from: agoda.com

Can we implement Irrelevant Alternative in ecommerce apps? Sure we can! Take a hotel booking app (Figure 2). You want to push your more expensive rooms. So you embark on a clandestine mission to place an irrelevant alternative to make the other similar, and more expensive, room type (circled in red) look really attractive. Note that these two room types are identical in every aspect except for the breakfast and internet access.

Think of how to implement this “wickedness” into your apps to prompt your users into purchasing something that you want them to buy without them realizing you are fooling around in their head.

References:
http://www.economist.com/blogs/democracyinamerica/2009/05/the_independence_of_irrelevant
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