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Chapter 3  Managing digital business infrastructure

  3 

Free or paid apps? Retailers will generally offer free apps offering choice and 

convenience in return for loyalty. Brands offering entertainment will probably also 

go the free route to increase customer engagement. But for publishers or software 

houses, a freemium approach of free app showcasing the service and paid app for 

improved features or content is the standard approach.

  4 

Which category of application to target? As you would expect, accessing social 

networks and music via apps is popular.

  5 

How to best promote mobile apps? The options for marketing apps were also 

researched by Nielsen, which found that the most popular methods of app discov-

ery are:

● 

Searching the appstore

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Recommendations from friends and family

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Mention on device or network carrier page

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Email promotion

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Offline mention in TV and print