Application discovery is a big problem.  While search engines index the entirety of the web, making it fairly easy to find content most relevant to my search query, trying to discover applications that meet my needs is a bit more difficult.  Where search engines utilize complex algorithms (see Google Page Rank) to determine importance of a page, searching through application indexes yield results that seem to be based on less sophisticated algorithms.  Seeing as applications are, arguably, more complex than a web page, the discovery process should be more robust.  Here are three ways that I think these indexes can improve application discoverability:

1. Download count isn’t the only thing that matters: If there’s one common bond between app indexes on the web, it’s that download count (or user count) seems to have the greatest influence on the results rank. Ok, I get it; more users must mean it’s a better application, right? Sure, fair indicator, but it’s not the only thing that matters. Give me more ways to sort the results. How about the ability of the app to solve a user’s problem? How important is an app to a user? App indexes need to figure this out. Implied data is good, explicit data is better. Look at usage, user life, reviews/ranks. All of this information matters when showing me relevant quality results.
2. Index Features: What if I’m looking for a particular feature in an application? Right now I am limited to two behaviors: One, download the app, see if it has the feature(s) I’m looking for, and uninstall if it doesn’t. Rinse and repeat. Two, navigate out of the index to the app site, try to find a feature list and make a decision from there. Features need to be clearly identified and meticulously indexed so my decision making process can be streamlined. Think of application indexes being a “decision engine”, just like Bing.
3. Eliminate the Techie Skew: Two of the main app indexes out there (Wakoopa and Software.Informer) require a user to install an application that indexes and then tracks your applications and their usage. But, let’s face it, the users that download these apps are skewed as techie users. While I consider myself a techie, I know there are other app user personas out there and that relevancy can only be improved by ensuring all apps get a fair representation from all constituents. These indexing services need mass appeal to provide a service that truly encompasses the world of apps.

App indexes are moving in the right direction towards solving the problem of application discovery.  I visit these sites regularly because it’s amazing to see what the thriving world of apps looks like when it’s indexed.   There is room for improvement, however.  Indexes like these should, and undoubtedly will, become better at enabling users to discover what apps will best solve their problems.  And don’t get me wrong, it’s no easy task; indexing applications and their related attributes is not like indexing web pages.  It’s not like you can pull a standardized feature set right out of an app; much of this information is crowd-sourced.  But it must improve; the discovery process needs to be more relevant, higher quality and more streamlined.  There needs to be a “killer app” of app indexes.

Eric Montag, Product Manager, W3i Holdings, LLC
Eric uses his experience in graphic design, mobile, and internet marketing to lead the charge in product research, planning, and execution, from both a consumer and business standpoint. 

About W3i
If you need help with increasing distribution, revenue, or engagement for your Windows applications, contact us.  W3i has over nine years experience with over 250 million installations. App marketers join W3i’s Application Network to grow their application companies.

Applications are an effective vehicle for keeping users connected to your content and re-enforcing your brand message.  Through your branded application, you increase repeat users that are more profitable than new users because there is minimal cost of acquisition.  Here are several things to consider for improving your apps effectiveness:

1. What is your objective?
   • Increase frequency of brand/content with existing users
   • Expand your reach to new users
   • Generate revenue
     • W3i’s Application Network helps Windows application providers generate revenue from the distribution of their applications.
2. How will you distribute?
   • Through your web-site, newsletter, or blog
   • As a recommendation with other software you distribute
   • Through paid advertisements
     • W3i’s Application Network provides Windows application advertisers with access to millions of installations every month. Target to users based on their technical profile, application interests, geography, and more.
3. Why should I create one now?
   • Stay top of mind with your fans
     • Do you feel that there is no need to be in the browser? Consider the impact of not acting. Your users are more accessible to content from competitors than from you.
4. How can I create a killer app?
   • Create convenience
     • What content do you have that your users would value accessing on a routine basis?
     • Don’t limit yourself to your own content. Consider what other content you might be able to syndicate to improve your relevancy. If you outsource the creation of your browser plug-in, ask the third party what content they have available.
     • Let your users customize your app to suit their needs
     • Consider whether creating different configurations for different segments is appropriate so that users can download what is most relevant from the start 
   • Fully leverage technical capabilities.
     • Would your app benefit from other desktop applications or the operating system?
       • Convenient access to relevant files
         • Encouraging users to share their local files with others on the web
         • Easier uploading of files to your service
         • Understanding the technical profile to filter content which is most appropriate
     • Would your content benefit from web browser features?
       • Detecting when the user visits a particular web-site to deliver an important message
         • Need to clearly disclose the functionality of your app and provide an easily understood value proposition
       • Enhancing the browser chrome
         • Display important information in real-time through the chrome
         • Toolbars are common, but there are other shortcuts and integration possibilities dependent on the browser your app is developed for 
   • Build Or Outsource
     • Is this core to your business?
     • What are your essential (urgent) features versus important (desirable) features?
     • Will you have resources to build and maintain your app internally?
       • Have you considered how you will manage upgrading the application?
       • Have you factored in maintenance for browser or operating system updates?
     • For most companies, when these factors are considered outsourcing is more cost-effective. Some technology providers, like W3i, will even pay you for creating and distributing your app using their platform.

 Contact W3i if you would like to learn more about engaging your user with a killer app, expanding your distribution, or generating revenue with a browser plug-in.

Ryan Weber, Vice President of Corporate Strategy and Co-Founder, W3i, LLC
Entrepreneur and pioneer of Internet marketing focusing on increasing revenue and distribution for digital downloads.

The allure of the web widget is simple and seductive – the power of technology connecting millions of users with a marketer’s brand.  Unfortunately, beneath the luster of massive scale widget marketing lies a costly truth some marketers aren’t prepared to face: depleted budgets with no intelligent ROI because of costly distribution fees.  

BrandWeek reports that installation or engagement fees can range from $1 to $5 per widget install. According to comScore, nearly 148 million U.S. Internet users viewed widgets in November 2007, representing 81 percent of the total Internet audience. MySpace.com widgets had the widest audience, reaching more than 57 million Internet users. Slide.com ranked second with 39.2 million viewers. Google.com had the sixth widest widget-viewing audience with more than 19 million viewers. Translation for interactive marketers: These numbers can add up to real cash quickly and drain most marketing budgets.

Internet marketing agency W3i, who has earned a reputation as a Silicon Valley-like company in the Land of 10,000 Lakes, is raising the IQ of widget marketing. Founded in 2000, the Minnesota company built its profitable legacy by giving away high-demand downloads for free through an ad-supported business model. Through Freeze.com and other websites, W3i distributes over 4 million downloads each month. With just 60 employees, 2007 gross sales were $27 million.

Recognizing the opportunity and fear in the marketplace among widget marketers, W3i created a clever way to offset user acquisition and maintenance costs by layering on an additional, ad-supported revenue stream during the download process through a proprietary installation system they developed, aptly called, “Install IQ.” 

The way the system works is simple and user-friendly. In short, Install IQ bundles the primary widget download with other high-demand software — like the Yahoo! Toolbar and the Weatherbug Desktop widget. If a user accepts one of these optional offers during the install, the widget marketer makes money – up to a $1 in most cases. To prevent inadvertent installs, Install IQ deploys a unique download manager that allows the user to pause or cancel at any time.

The intelligence inside W3i’s unique installation system continues to impress by allowing for customization, optimization, and suppression. Marketers can leverage their brand equity throughout the entire installation process with images and text. The bundled software offered during installation can be optimized for target marketing. And if the software is already installed on the user’s desktop, Install IQ suppresses the offer and suggests an alternative download. Finally, in an age when best practices in privacy on the Web are carefully monitored, Install IQ holds up under scrutiny by being the first installation system to receive certification in the TRUSTe Trusted Download program.

A number of desktop widget marketers are currently using Install IQ and taking advantage of the high-volume rates W3i has negotiated with top industry partners who are part of W3i’s Download Network.

Case Study #1

An audio and multimedia player deploying Install IQ generated $86,280 in revenue during the first month of use. After achieving such phenomenal success, the online marketing firm representing the software added a dozen more applications to W3i’s installation process.

Case Study #2

A social networking profile editor using Install IQ’s optimization feature increased EPC rates by 33%, install rates by 44%, and CTR rates by 16%, resulting in a 34% increase in revenue. 

Case Study #3

A utility software application that speeds up PC performance earned $263,089 over the course of ten months using Install IQ.

Conclusion

With Install IQ, clients of W3i are monetizing their desktop widget channel in an unprecedented fashion, generating meaningful revenue with minimal drain on their internal resources because nearly all of the set up and on-going maintenance is performed by W3i staff. Install IQ also works with any type of downloadable digital content like music, video, and games. With such a unique opportunity now available in so many flavors, you can take the fear out of widget marketing and embrace the future of software downloads.

For more information about increasing your revenue using Install IQ, click here.     

About W3i:
W3i, owner of Freeze.com, delivers proven, integrated desktop marketing and mobile marketing solutions. With offers and services tested and optimized on over 15 million unique users each month and over 4 million downloads, W3i can increase your revenue from digital content or provide a receptive consumer base for customized, targeted marketing programs. Solutions include: software marketing for shareware and freeware, software bundling and ad-supported installations. The three Weber brothers, owners of W3i, are recent winners of the Ernst & Young Entrepreneur Of The Year® 2006 Award in the Minnesota and Dakotas region. To learn more about W3i, visit www.w3i.com.