Get Your App Discovered: Android Market and Beyond

Welcome everyone. My name is Randy Ksar. I'm from Motorola Mobility. I'm going to be talking today about getting your app discovered on the Android Market and beyond. The agenda for today--and I'm always open to suggestions-- but really just going to introduce myself, kind of what my background is, what I've been doing at Motorola, talk about a little bit about MOTODEV. We're going to talk about optimizing your Android Market listing, so if you already have an app on the Android Market-- who here has an app on the Android Market already? Awesome, awesome. Who here is in progress in developing an app? Great, and everybody else is here just to kind of see what's coming down the line, or what are you guys here for? Raise a hand. Anybody-- [Male] Well, I'm definitely interested in possibly releasing an app for this market. [Randy K.] Cool. Awesome. Anybody else? What do you kind of want to get out of this session? Anybody? Anybody? This is the wrong class. It's just like when you're going on the airplane, and they say "We're now flying to San Francisco." We're now talking about getting--exactly. Thank you. Now that we've got that settled--thanks for coming-- we're going to also talk about social media for your app from a marketing perspective and also to give you some tips on what to integrate within your app, and then we'll also talk about testing to improve your apps. And a lot of people are like why do I need to test? But I kind of want to take it from the consumer experience on what people go through from when they look at an app and when they review it, and then what could happen after you test with some of the stuff that we have today at our booth as well as when you go back home, you can also go onto our website and do a few things there. And then we'll finish off on some Q&A, so I really want this to be as open as possible. Feel free to interrupt me with questions. We have about an hour, so it's pretty quick, but I'm here for the next few days, and I'd love to talk to you guys and do some one-on-one stuff. Yeah? [Male] I've just got a quick question. Is the Android Market, the marketplace, the same place that Conde Nast puts their Android-based digital publishing magazines through? [Randy K.] The Android Market is an app store that's produced by Google, and it is a place where companies like Conde Nast or anybody else-- over 100,000 apps that are up there--that people can publish their application and sell it either for paid or for free. That's just to give you guys an understanding of what that is. It's on all of our Motorola smartphones and tablets except our ones in China where we have an app store called "SHOP4APPS," but for this audience, if you have a Motorola phone-- does anybody here have a Motorola phone? [Male] (inaudible) [Randy K.] All right, so you guys have the Droid 2's, right? Awesome. Cool. And if not, we're actually going to be doing a giveaway today, so if you know anybody that isn't in this session that you want them to come and win a phone, I would send out a message to them right now. I'm just saying. The last 5 minutes we're going to do a giveaway. So, a little bit about myself so you can kind of see what I'm all about. I work in a group called "MOTODEV." It's our developer group. I've been there since 2008, and I've been doing online marketing since '93. I was in high school at the time. They were saying at the time you can take an interactive course or you can take an art course, and so I went for the interactive course because they said I could email my brother, who was at UC Santa Barbara at the time. I'm like "All right. Whatever." That kind of started my internet career, and back then it was all about taking your big old company brochures and putting them to the Web, and these days it's about selling apps and applications. That's kind of my background on how I got into the industry. If you guys are familiar with the 101, I've been working along the 101 for most of my career, by companies such as Yahoo!, Handspring, which was a mobile company back in the day, Roxio, and of course, Motorola. In my spare time, I actually help out the Leukemia and Lymphoma Society, and I'm a runner and cyclist, and I'm also kind of an activist who has spread the word about the disease and how the society helps out patients and their families, so that's a little bit about me. That's the real side of me when I'm not talking about apps and all the other wonderful things. So, your Android app listing. Some of you may have one, or might be having one soon, but today what we want to talk about specifically is looking at what are some best practices around images, screenshots, and banners? The feature banners, we'll talk about that. And how about some copy, some best practices? Some people don't really know what to write, but we actually did a podcast in August where we talked with 2 companies called Evernote and Zoodles, 2 of the top downloaded apps on the market in their respective categories, and we got some tips from them. And this presentation is really based upon the tips that those guys have learned through their experience, so that's really kind of what the basis of the data from this is showing, and that's why I really want you guys to know that it's not just me speaking. It's people that actually have developed apps, and this is not necessarily at this point promoting a Motorola product, so I'm really trying to give you guys what the general industry best practices are. So, we'll also go over video demos, kind of best practices for that, and ratings and user reviews. The first one, your Android app listing. On the desktop--so you can look at the Android Market on the desktop or on mobile, so 2 different ways. Desktop was added earlier this year, and for all intents and purposes, you have a lot more real estate to use graphics. It's about your screenshots, but it's also about some of the feature graphics, which is right at the top there. You can see where it says "Pro Pack for Motorola XOOM." You have the ability to add some high-resolution graphics that really talk about your specific app, and what you're trying to convey to the user. You always need to think in terms of what the consumer is looking at, how they're looking at it, if they're looking at it on the mobile phone, if they're looking at it on the desktop. You're finding a lot these days--I don't know if you guys have had this experience-- but a lot of people look at the Android Market on the desktop, and then they can add it to their phone or to their tablet from there. And right when they get back home, it's already downloaded for them, ready to use. That experience is really key, and that's why some of these opportunities where you guys can upload some better promotional graphics actually make a lot of sense from the user experience and from actually getting more downloads. You can look at a lot of apps these days where the top graphic, which is this one right here, isn't even displayed. Nothing is there, and that's a huge missed opportunity. Some tips I can share with you is the first impression of your app or brand even before they read any of the copy. Some people, they can put their logo up there, and that's just fine, or you can kind of put what to expect from your app. What are people expecting to get from your app? Then the next one we can talk about is the high-resolution app icon. This is seen within the search results primarily but also on your app listing page. One of the first ways that people find your app is by searching. The Android Market is based upon key words. It's based upon the copy that you have in there. And so if you do a search right now-- so maybe you're getting into the market right now, and maybe you're building a running app, and you do a search for running because maybe that's what consumers are looking for. They don't know your brand yet. Maybe they're just looking based upon the industry key word. Take a look at what the other app icons are. Now, of course, you have your own unique design, and you should feel proud about that particular design for your app icon, but think about and look at what the other icons are within the Android Market. When you do a search for, for instance, running, what are all the apps out there? And maybe there's a similar app icon, and that's not going to be good for you guys. You definitely want to kind of be unique in a way. There's only, of course, so much that you can do with that size, but it's definitely something that you should take a look at. In the (s/l search less) things it's very key to kind of do some research there before you even think about actually creating an app icon. I know with me, I'll start drawing it out on a napkin, and this will be really cool, it'll be 3D, but maybe that's going to conflict with something already there, or it's going to be the same color scheme. Not everybody is a designer, but if you have someone that is, if you have a friend that can help you out, or maybe you can work with an agency if you have the budget, those are some things that you should think about. Screenshots, screenshots are very important, of course. When the Android Market first came out, there weren't really any screenshots for you to see what was going on, and they were really small, too. And so these days, when you have tablet apps, and especially on the desktop, you have a much wider view of what's happening. These screenshots can be in the form of actual screenshots, or you can actually make it promotional, in a way. You can put some copy on top of it, and say this is what this screen is, whatever the screen is. Maybe you want to showcase what the-- say it's a game, and you want to showcase what the high score leaderboard looks like. Maybe you can write something like that within the graphics, so if you have Photoshop, do another layer, do a little text, and write some description of what that is. Now, if your app is going global, this is what Kid Mode, which is the company that's made up of Zoodles, they're based really in North America, but Evernote was global. So, when Kid Mode said "Hey, we put some graphics on top of it, some text overlays," it really didn't make sense for Evernote because it's a global app that everybody can look at. If you're selling your stuff in Spain and Brazil or whatever, you need to make sure that that copy--that copy you're putting on top may not work, because these days, you can have one Android Market listing for all your APKs. Something to think about there. Any quick questions on this? [Male] Are you saying there's no globalization? [Randy K.] No, so it's like you upload your screenshots and that's your chance. If you have an app in multiple languages and you have one APK listing, then if you were to do overlays, text overlay on top of those promotional graphics, it really wouldn't make sense. [Male] I don't know if this is something you'll get to, but if the Android Market is one--and then I don't know if the other ones are just non-players like Amazon-- are there other markets--there's that Intel thing--do you know their numbers? Can you talk to that? [Randy K.] So, the question--just to repeat on the mike-- are there any other app stores out there for Android? And the answer is yes. There are different app stores. Amazon has one, and a few others, but unfortunately, I don't have that data or that expertise on those different app stores. My expertise is focused around the Android Market, which is a great opportunity for people that want to get the visibility that they want. [Male] It seems like a big one. [Randy K.] It is. It's the first one. It's a big one. It's installed on all major phones that are out there globally. Any other questions? Yeah. [Male] Are you going to go over the differences between submitting an app that's targeted towards a tablet versus one that's like a handset? [Randy K.] That's a good question. The question is are we going to go over submitting an app from a handset perspective to a tablet perspective? And in this session we're not, but there are guys down at the Motorola booth that are experts on that, and we'll get into kind of what they're doing down there and how they can help you to make sure that it's optimized for the particular screen size, make sure that it's tested properly, so those are things that we're doing down at the booth that would totally help you out. Yeah, we have tons of documentation, tons of people that have done it before. That's a really good question. [Male] And maybe you can get to the difference between free and paid for and how people are doing that. It seems to me like Android is kind of more on the free-- with its apps versus the iPhone. [Randy K.] Yeah, that's a good question. The question was free versus paid app, and we'll save that to a little later, so we can just get through the majority of the content. And then I'd love to talk to you about why would you want to have a free app versus a paid, what are people doing with trials and stuff like that. I definitely can give you some experience on that. All right, of course, with a copy slide, there's lots of copy. I couldn't really do a better design on the slide, but I think what's key is the user experience. When people are looking on the mobile phone, the first thing that they see is, of course, your app icon, but also the copy. People actually do read, believe it or not. When you go to a website, that's a whole other story. I think a lot of people just skim over that, and you have 10 seconds, but actually, the attention span actually plays a big part of how you should write your copy. For Evernote and Zoodles, what they did is that they won some awards before, so they start off with what the main selling points are, which is their awards. They talk about how the New York Times rated them, they have some stars up there, so that was the first part. And then they also listed the major features, so some of the best practices. Describe what the most popular features are within your app. I guess, of course, do that, and really what the app solves for the user. The best thing about creating an app is that it solves some type of--I don't want to say a problem or an issue-- but something that makes them do multiple things but this app makes it do it in one step. I think that's really key. You really want to relate to the audience, and that's really why you need to put yourself in the mindset. Maybe you guys are familiar with search engine optimization. When you're writing meta tags for your websites, you want to make sure that you're thinking about how the user actually goes to the search engine and they actually type in their key words. It's the same thing with copy. You want to make sure that you answer all their questions up front, that they make an informed decision to accept and download your application. The third one is about permissions. Now, certain apps, especially on the difference between iPhone and Android--we'll take a look at Android and all the permissions--the flow of downloading an app is that everybody sees what those permissions are, and so people need to be educated on why you would want to access, say, their contacts. Maybe there's a reason why, but you just need to tell them, but that may be the reason why they're not downloading it. For instance, Kid Mode. They're a kid app, and what it does is they have a few games on there. You can draw on it, you lock the actual-- you can put the tablet on your coffee table, your kid can go and doodle around it, but they can't get to anywhere else. They can't go to the Android Market, because you don't want your kid to download from the Android Market at that early age. So, what they have in their permissions is contacts. Why would you need contacts? Well, they have the ability to email people, email the grandpa or the grandma from that. The kid can go in and email only for selected people. That's why they have that permission setting, but who knew? If they didn't describe that, then you wouldn't know what that particular feature was. Sure.>>[Male] The second item there, if you have a new app you're putting up on the Web, you don't have any awards or reviews to-- [Randy K.] What would you do? So, I think it comes into the line of how do you launch your app? Your app is brand-new. How do you get those reviews that you want? The question, so everybody can hear that, is I don't have any reviews. My app's new. What do I do? I think you need to have a good strategy of reaching out to several different bloggers, to people that can write the reviews. [Male] Your mom. [Randy K.] Your mom. If your mom is an influencer in that particular category that you're launching your app, then great. But I think the key thing is it's not always going to be New York Times.. These are 2 brands that are very well established, pretty big in their respective categories. A review can be a user review. If you put it up for a few days and you get some user reviews, you can take those reviews and make that part of your app description, and I think that's real user feedback. That's something that I think would be a really good way to start off until you've developed that relationship with that PR person, with the blogger, with whoever that can really help you out within your industry. Any other questions? So, the next section. We have the description on the Android Market listing, and then we also have the what's new section. What's going to go in the what's new section? Well, the first thing is that who is it geared towards? The what's new section is geared towards people that have already downloaded your application. Usually you put in your version information there, but you can also tell them that "Hey, there's this new feature." "We heard your feedback, and we just uploaded this new feature that does XYZ." That's a great opportunity to really message that to that audience. As I talked about before, don't ignore the rest of the world. Your app can be downloaded by numerous different people around the world. You have an option to sell your app in numerous different markets the Android Market is available, and that's an opportunity when you're writing copy, when you're writing in the what's new section, to make sure wherever you want to focus on that you have copy appropriate for that. And then lastly, the third thing, which I think is really important, because when you put your app up on the Android Market, it's your opportunity to create that customer dialogue, to create that relationship that you, I think, really need. You don't want to just put it up there and sit back home and see all the download numbers go up. You really want to have a really active discussion with the community so that they can really help you build the next iteration. I think that's the key thing that's happening within community and social media now is that people are actively scouring the web for conversations about their brand and about their application. And so if you have that opportunity to create that dialogue, that's great. If you look at the Android market, you're somewhat limited in you can see all the reviews that are happening, but you don't really have an opportunity to actually have a conversation with those people. By providing simple contact information, whether it's an email, whether it's your support URL, whatever it might be, just a way for people to actually say "Hey, I loved this," or "Hey, it didn't work on XYZ." Put that up in your app description in your what's new as well. That's really a great opportunity, and yes, it will take more time, because then all of a sudden you get this flood of emails, but I think it's really key data on how you build your next app and your next version of your app. All right, video demos. Has anybody done a video before or uploaded to YouTube before? Let's talk about YouTube. Has anybody uploaded to YouTube before? Great. Was it anything for business? Cool. For personal? All right. Cool. So, with video demos, I think it's, again, an opportunity for you to engage with that audience. These days on the Android Market, you have the ability to add in your YouTube URL, so if you have a video that is a demo that's between 30 seconds and 2 minutes-- really short attention span, people are just clicking away, especially on your phone, even on a desktop, just kind of going through and saying "Okay, great. I want this." "I want this. I want this." I mean, it's really quick. People have a short attention span, me included. So, 30 seconds to 2 minutes is really a good range of time, and make it simple and effective. We talk about--okay, videos, one. People's thoughts are it's going to take a lot of time. I don't have any video experience. Some key things that you can do, really simple. Everybody has--at least these days--has a phone that does video or has a digital camera that has a video option. Simply film yourself talking about the app, what it does, what it doesn't do, why people should download it. Introduce yourself. Within 30 seconds to 2 minutes, you'll be surprised how much that could go into 10 minutes of your just talking to the camera, but I think if you really write up a script ahead of time, have it on a whiteboard, and you can just film with your camera like this. It's really key to do that because it's another opportunity. It's more than screenshots. It's something visual, and a lot of people are seeing that as a great lead to get people to download your app. That's something definitely key that you guys should do. And of course, provide a call to action. Sometimes people forget that there needs to be a call to action. This video, it's going to be up on YouTube, which means that it can be used wherever you want. It can be used on your blog. You can give it to people that are reviewing your app. You see that a lot on, say, androidapps.com. They have a lot of video reviews there, and they actually come from either themselves, or maybe they take the demo from the company that's built the app and put it on their site. It definitely can be reused in multiple different ways. The type of video demos we talked about are fully produced, really snazzy, maybe your company video producer created or your agency. Of course, that's a lot of money, but it could happen if you had those resources and budget available. A screencast using the emulator, the ability to do that, so if you have your emulator, you can do a screencast of that, and there's plenty of freeware out there that allows you to do a screencast. Using the app in a real environment. Say, for instance, a GPS app. That's really a real environment. You need to go out there and show how people are using it in the real world, and I think that's a great opportunity for you to also sell it. If you're talking about doing restaurant reviews for your app, and it has some geolocation, why not go to your local Applebee's or whatever restaurant and do a review right there in the restaurant having the actual experience that a consumer would have? That's going to be a great way to sell your app. And then, perhaps, an unbiased blogger, maybe someone that eventually finds your app and does a video review, and you get their permission to link to it. But again, it's YouTube. You have an opportunity to take whatever URL and put that in your Android Market listing when you submit your application. Any questions on video demos? [Male] Do they always have to be hosted on YouTube? [Randy K.] Yes, yes. The question was do they always have to be hosted on YouTube, and the answer is yes. Anybody else? [Male] Why would that be? They just only accept YouTube-- [Randy K.] Yeah, only the YouTube URL. [Male] Google kind of owns YouTube too. [Randy K.] Yeah, so it's all part of the same family. So, part of the Android Market listings are ratings and reviews, so to start a conversation here, I wanted to ask you guys-- the first question, do users care about your ratings? Let's talk. Tell me. [Male] Well, as a consumer, I do for sure, and I don't just look at a few comments that say uninstalled or installed. The first 3 that say that, that doesn't mean anything. But I do look at the number of stars, and I scroll back and see-- If you look at the column and say uninstalled-- just kind of like the short-end version of-- [Randy K.] Yeah, exactly. Definitely the reviews, the negative comments are a deterrent to actually downloading it, right? What does anybody else think, from a developer perspective? From a consumer perspective, it's kind of obvious. If it's a low star rating, you're not going to really download it, right? Anybody else? [Male] Well, they get feedback, and the developer gets to read it and can see why people don't like it. [Randy K.] So, it's good feedback to actually see that, those comments. Definitely. And do you think that people actually go-- say you have a really popular app. You can have over 1,000 comments. Are you as a developer actually going to go through all those comments? Do you think that you guys would actually have time, and do you think it'd be worth it? [Male] Maybe not all of them. [Randy K.] I see someone shaking their head over there. [Female] No, I'm not going to go through it. Probably not. I'd probably just go to the worst ones. [Randy K.] So, you would go to the worst ones and probably kind of work on those to see if they can be used to improve your product. [Male] I think you can make a statistical analysis without reading 30,000 and make a good idea of what the basic reviews say. And yeah, you could learn from the reviews, but you don't necessarily have to read 30,000 to have a conclusion. [Randy K.] Okay. Sorry, did you have something? [Male] The reviews could be bug reports too. A lot of people, if they have a problem with your app or if it's crashing on their particular device, they'll post that in a review, and you can actually read that, and it's like your own little QA department. As a developer, I would think you would read every review, and as a consumer, you're only looking at the star review. [Randy K.] Yeah, you filter by which-- [Male] Do I want to pay 99 cents for this? Is it worth downloading even for free? [Randy K.] Yeah, you actually brought up a good point. Does it make a difference from a consumer point whether it's paid versus free? I think the answer would be yes. If it's a paid app, you're definitely going to think twice about buying it, and you want to look at those reviews. The key thing is that as we all agreed, reviews really matter, and I think the things that you need to incorporate are if someone comments on your app and they said there's something wrong with it, you need to definitely listen to it and see if it's true feedback that you should incorporate in the next version. So, when I was talking with the folks from Evernote and Zoodles, what they did is--the first one is they asked what they called "happy users" to rate the app. And that means that after someone got through a certain stage within their app-- let's take a look at, for instance, the restaurant reviews. Say someone wrote their first review within your app. If they did that, then that means they're engaged. They first wrote the content, maybe they created an account. At that point, you know they're engaged with you, and that's when you should prompt them to actually rate your app. Now, within Android Market and within Android, there's no way to directly prompt users to actually write the review right then and there. You would have to take them to the Android Market listing. That's how it would work, but as I have here on the diagram, you have your app, and then you would prompt users in some fashion, some overlay of some sort within your app that says "Rate this app." After they've gone through that particular step of engagement, then take them to the Android Market to that particular listing URL that you guys have. That's a great way of taking someone that is really valuable to you, that has spent the time that really wants to give feedback to you. That will also improve your rating. If they're at the point of writing a review, of really engaging with you, then they're probably going to write a more positive review then anybody else. If they're someone that just downloads it and it's automatically turned off, sure, there might be an issue with your app, but I think until they actually get to the point of real engagement within your app, which you need to determine yourself, then that's when you really should do that. The last point is test your app with real users. It's really important. We have great emulators. We have great SDK add-ons that people can allow you to test. But I think the key thing is testing with real users, and you can do that with Android Market, and you can put your app up for a certain amount of time and get some real feedback. We're going to get into more about how you guys can do that with us today. Any questions on that? Yeah. [Male] Do ratings get reset after you release the next version, or what happens (inaudible)? [Randy K.] Good question. The question is do ratings get reset after you put up a new version? And to my knowledge, no. They don't get reset. I'd have to double check on that, but to my knowledge, no. I thought that there was a way to sort by version number, but I'll have to double check on that because I know that Android Market had talked about that at the Google I/O Conference where they wanted to do that, but again, that's a really good question. [Male] I don't know if you can get into it, but is there a review cycle and all that sort of stuff like (inaudible)? [Randy K.] The question is, is there a review cycle for submitting to the Android Market? That's a good question, and I can get into that towards the end. So, the next topic is social media. It's a really big buzz word. I don't really like people calling myself a social media guy because I think that's just kind of funny. Social media has been around for a really long time. It's not just about Facebook and not just about Twitter. It's about the ability to have an active conversation and an engagement with your consumers, with the people that are downloading your app. That's been around forever. When was the first time they actually went to--anybody remember Prodigy? You guys used to dial up to Prodigy and go to the BBS's, maybe CompuServe? That was like their first real sense of active community--maybe even before that. In my time it was that, so I don't know if there was something before that. What I have listed up on the slide here is the top 3 questions that I get when someone asks me about social media. One is "I'm not a fan of Facebook. Why do I even care?" Two, "How much time do I have to spend?" And three, "What is the ROI?" Do you agree that those are some questions that you guys have had when you talk about social media and why you should even bother with it? Yeah? So, let's answer those 3 questions. Let's do a time check real quick. So, to answer those questions, we came up with the top 5 tips for you guys. One is analyze your audience. When we talk about Facebook is not for you, well, maybe it's not for your consumers. For instance, if you have an app that's going to China, Facebook isn't in China, so why would you create a fan page for that? Why would you integrate the Facebook sharing functionality within your app? It doesn't make sense. When you think of social media and community, you have this community of users that are downloading your app and that are engaging. And perhaps there's an opportunity for them to do peer-to-peer conversation, and so that's where community can come in. Don't think of social media as just Facebook, as just Twitter, as all those big buzz words and brands that you hear these days. But think of it as how can you create a community of people that are actually using your app, and what would they want? If you have the ability to email those people, take a few of them and ask them what would you want in terms of a community section within your app? Would you want to talk to other people? Does it make sense? What do you actually spend most of the time on? Put some thought into it and ask people. Ask the potential users of your app. The second one is identify your tone in relation to your overall brand. When we talk about social media and about community marketing content, we talk about the personal brand of someone at a company. For instance, my twitter handle is @djksar. D-J-K-S-A-R, so if someone wants to follow me or someone wants to tweet out, they can do that. But it's about creating your brand, so it's not about MOTODEV speaking. It's about Randy from MOTODEV from Motorola Mobility speaking, and I think when people are looking at your app, and they're looking at ways to communicate with you, they want to know that they're actually talking to someone that can actually make a difference. That's the really key thing, so figure out what your tone is. Figure out how you want to write the content. The next one is about how often should you write content? If you're passionate about the app that you have and the audience that you want to communicate with, there's so many ways that you can create content in a very short amount of time. For instance, Twitter, 140 characters or less. You don't need a video camera, but you could do that pretty quickly, so that's one way of connecting with your audience. A blog post, it can be done in several different ways if you have a blog. It doesn't always need to be something that's really lengthy. It can be a video. Put a video in a blog. Maybe it's easier for you to talk to the camera then to actually write. Maybe you're horrible at grammar, like me. I do typos all the time. I write a blog post, and then I read it later and I'm like "What was I thinking?" Usually when I just do a video, it's just a little easier for me, and I can upload that fairly quickly then doing an actual written blog post. And the fourth thing there, we talk about integrating social authentication and social sharing. If you determine that your audience uses some of those major networks such as Facebook or Twitter, what you want to do is you want to empower them to share your app. Maybe you guys don't know this, but if you press and hold down on an app on the Android Market or on an Android-based phone, you get the option of sharing that market URL to whatever you have your intents on. For instance, if I take my phone out and I share Angry Birds, I can share Angry Birds to whatever application I have registered on my phone, whether it's to Facebook or wherever. But if you have that integrated within your actual application, that would increase the word of mouth, the virality of your actual application. Definitely think about ways that make sense. We talked about it earlier. Where would you put the rate this app type of functionality? Think about ways that you would actually put the sharing functionality. At what point does it make sense? Does it make sense right on the first screen? Probably not, but maybe deeper in it could be. Think about that, and again, analyze your audience. See what networks are appropriate for your audience and integrate that. That's free marketing there. Someone that really wants to speak about you, give them the opportunity to do it as quickly as possible. And then we talked about this before. The stuff that you get from having these active conversations are great consumer insights. You're really going to get some really good data on how to build up your next app. For instance, if you're on Twitter, monitor your brand and your industry key words, even your competitor key words. See what they're not doing so that you can build it into your next version. That's really key information that is publicly available. A lot of these networks have public data, so it's really interesting to see that industry change and to see how companies are really using it to their advantage. Even you, as an app developer, have the ability to do that. A tool to use that we use is called HootSuite. It allows you to search on Twitter on a frequent basis and to reply to people. Twitter has a functionality too. Just go to Twitter. Do a search on running on Android, and you can see numerous different conversations about people talking about Android. Any questions? Who here has a Twitter account? Who here has a Facebook account? Who here manages a Facebook fan page? Awesome. Since you guys have Facebook fan pages, are there any other tips that you guys have learned that you guys want to share with the group? Is there something that you thought that was really a good way of doing things? [Male] Well, I mean, the opposite. I sort of made the mistake of having things (inaudible) and it sort of fragmented my brand, and it couldn't really support both of them. It's sort of the mistake of bifurcation. [Randy K.] Yeah, so you definitely need to think ahead of time, especially with Facebook, on how you want them to all be interconnected. If you have multiple, personal brands at a company, how are they all going to be connected to the major corporate brand? That's something that you definitely need to put a little strategy and thought into that beforehand. The gentleman behind you? [Male] Don't post or tweet if you don't have anything to say. Seriously. [Randy K.] So, the tip is don't post or tweet if you don't have anything to say. [Male] I work with some really high-engagement brands like television networks, movie studios, whatever else. We can see huge engagement. People really love the content, and they do actually want to have a relationship with it, but they will drop out and unfriend your page and stop following your page because once they like your page, every update you make goes into their news feed, so if you are constantly talking about stuff that's really not relevant to the news and everything, they will just get rid of you. [Randy K.] Yeah, that's definitely key. Make sure it's relevant. Make sure it's timely. Understand how those social networks actually run so that you know it's going through their news feed. At least for this time being, it's going into the news feed. A year from now, it could change based upon the design, but take a look at what the user expectations are. So, we have about 15 more minutes, and the next section is about--let me just get some water real quick. So, why test? And how can it improve your ratings? So, testing, taking a look at it in 2 views. One is reviews before testing and reviews after testing. If we have reviews before testing, you might get comments like "It doesn't work on my device," or "The form input is not working," and then they might rate you with a 1 star. Now, if you do test, "Works great on my Motorola device," "Really easy to search," and a 4-star rating. Really simple, just take the time to do the testing and to use the resources that are available to you. So, with the stuff that we offer, we offer 5 different opportunities for you guys to really get some great testing opportunities and resources that we have. The first one is MOTODEV Studio for Android, which is our Eclipse-based tool, and that allows you to load in all the SDK add-ons, the emulators within there, and to use it. And there's also what they call the validator, which I'll get into really quick, but it takes a look at your APK and says does this work on my tablet device? Is it going to appear on the Android Market for these devices? It will take a look at the manifest file and take a look at all the settings, and I'll get into some more of that. SDK add-ons, so are you guys familiar with SDK add-ons and what they are? That would be yes or no. Okay. For instance, if you're software testing, if you're testing on using MOTODEV Studio or any Android emulator, you need to have the actual software device image that we create so that you can see what it looks like on a real phone. Motorola provides--for all our different devices-- these SDK add-ons so that you can take, say, the XOOM tablet and put it on the computer so you can see how your app will look on it before you actually have to go out and buy the device. We have those for many different devices, and that's one of the options that we have. Another one is MOTOREADY. MOTOREADY is a new program that allows you guys-- especially at the booth, because it's free. Usually it costs about $175. We use a company, a big brand, for testing called Intertek. What we'll do at the booth--and we'll get into it really soon-- is it allows you to test specifically for the Motorola XOOM to make sure that your APK looks good on a smartphone as well as on a tablet. Let's get into the app validator, some key bullet points on that. It's a static analyzer that scans your Android apps. You can do it within MOTODEV Studio, or there's a web-based functionality. If you have an APK, you just drag and drop it, and it will output the results right away for you. It's a free tool. It requires MOTODEV registration, but besides that, it's a free tool, so something very simple to do, kind of your last line of defense. I would say just simply get your APK, drag and drop, see what the results are, and it's as simple and useful as that. It'll take a look at the invalid manifest contents, some bad layouts, permissions omitted from the manifest, invalid parameters. A lot of people use this for--actually, it was funny. This last year, we had someone from--I think it was CTIA. It was an official CTIA app, and they couldn't see it on the Motorola XOOM, and it was because they didn't code it correctly. But when they went to this tool, then they saw where the issue was, and then it appeared on there. So, something as simple as that it can solve. So, Eclipse-based plug-in, command line tool, or like I said, the web app. Do you people think this would be useful to you guys? Okay, cool. And if you guys want to try it out, come on down to our booth, and there's plenty of opportunity there to do that. [Male] Is that something you're coming out with? [Randy K.] No, it's out, so if you go to developer.motorola.com, it's listed under App Testing Services, so we have the tools available for download. We have the app validator that can either be the download that you get within MOTODEV Studio or the web-based functionality. Feel free to use both of those, either one of them that you want to. We took the functionality from within MOTODEV Studio and brought it to the Web. So, what's happening at our booth? There's a lot of content here, but the key things are we want to help you promote your applications. If you have an app that is ready to go on the Android Market or is on the Android Market, we want to give you guys real consumer feedback and to promote it to our several different Motorola channels that we have, our website, our email newsletter, our social channels. We have lots of opportunities for you guys that can happen right now. What I mean right now is that if you come to our booth and go through our process of testing it-- maybe it's already up on the Android Market-- if you test it with us to make sure it works well on our devices, we can promote it right away. Literally, we have consumers that are standing by for the next few days that are waiting to test out new apps. We have a discretion board where we've had close to about--I'd say around 10,000 people that are ready to download these apps from the Android Market. And that's something that I think you guys can get really valuable feedback. We've talked about feedback all along here in terms of really looking at consumer insights and seeing what people are talking about, so that's a great opportunity for you guys. If you guys don't have an APK yet, but you have an AIR application, feel free to come on by. We'll help you package it up so that it turns into an APK. And so the testing that we have, just so you know, is $175 value, so if you go to our website and go to what they call MOTOREADY, that's actually $175 that you have to pay to a company called Intertech, so we brought that expertise here for the next few days so you guys can definitely take advantage of that. We're also offering--since it costs $25 to upload your app to the Android Market, we have some gift cards for you guys to use so you can do that right away. [Male] If you're already registered with the Android Market, what's the difference between just uploading your stuff from that? [Randy K.] The question is what is the difference between uploading? The opportunities that you have is you can upload to the Android Market, which is great, but how do you get discovered? What we'll do--the gift card doesn't matter to you, because you've already uploaded it. Is that your question?>>[Male] Yeah, that's what I'm saying. [Randy K.] You can use the gift card for whatever you want. Go ahead. [Male] The testing, are you guys just using your app validator? [Randy K.] No, so what we do, we have, of course, the software testing. It will go through that automated stuff that we do, drag and drop. It's great. But what we also do, we have a full set of criteria that we've gone through numerous different apps. We test out all the top 100 apps on the Android Market. And what we take a look at is the user experiences. Does it turn--when you switch to landscape, does it work well? [Male] So, this is like usability testing. [Randy K.] A lot of it really is usability testing. You'll take a look at when Wi-Fi is off, when there's no data connection, how does your app work? Which is a key thing, like I was using a running app running this past weekend, and I wasn't in a good cell connection, and the app pretty much just stalled because it was trying to upload data to the server, and it's like--okay. So, it's taking a look at some user expectations. That's kind of what the testing criteria really is all about. [Male] And you guys are offering that free in the booth?>>[Randy K.] Yeah. [Male] But if you were to do it later through the website it's $175. [Randy K.] So, if you want to use the company to do it for you, it's $175. We publish the test criteria available for you to download for free. If you want to do it yourself, definitely go to our website, click on App Testing Services and a program called MOTOREADY, and that allows you to do that right away. Any other questions? Yeah. [Male] MOTODEV's video, is the emulator in it the same one that ships with the Android SDK or is it better? [Randy K.] Well, what happens is that you (inaudible) to get the SDK add-ons. And to repeat the question, is the emulator within MOTODEV Studio the same as what you get from Android itself? [Male] Because what I'm (s/l caught testing with) is for (inaudible) they used a simulator, which doesn't really work for a lot of things, like (inaudible), but you can use it, whereas the Android one, if you don't have the device, you may as well do a different kind of development because it's so slow to load and run anything on it. I'm wondering, does MOTODEV have a better emulator for actually emulating before putting it on the device? [Randy K.] So, it uses the same one, but we also provide the SDK add-ons for our particular devices, and then it integrates within it, so it's not a separate application. It's integrated within the actual environment itself, and so you can reference back to the code if there's something that's not right. [Male] I mostly make games and things (inaudible) and that's going to be too slow. [Randy K.] Probably.>>[Male] Okay, that's the answer that I was looking for. [Randy K.] Again, I'm not the expert user. I recommend that you go down to the booth and talk to my co-workers who are experts on MOTODEV Studio. That's a really good question. Well, we're running a little short on time, but just a quick overview of MOTODEV. We have the tools available for you guys to develop Android applications. We have the SDK add-ons for you to test them. We provide documentation on how to-- for instance, there's new 4G phones out now. How do you optimize your app for those? How do you optimize your app for the Motorola XOOM? How do you optimize your app for, say, the Photon 4G? What are some best practices for UI? If you're starting from scratch, how do you know how to design an app? We have tons of webinars that are available for you guys, tons of information to download and read at a later time. We also have an active MOTODEV community. We have discussion boards that are there where people are talking, and if you have an issue when you're building your app, come to our boards, and you'll be able to do that, and you'll be able to ask your questions, and we have people from Motorola that are answering them, also other people that have developed apps before. And we've thrown different events throughout the year. Definitely stay tuned to our website, and that has all the information. So, in closing, what I wanted to do is to make you guys earn the Photon 4G. Have you guys heard of this new phone? It's on Sprint. It's a new 4G phone, and it's available for one lucky winner. So, how can we do this? Let's take a look at-- without going back to the presentation, the first person to name 3 social media tips that I talked about, please raise your hand and--okay. [Male] To (s/l analyze) with your audience, identify (inaudible) (inaudible) consumer feedback. [Randy K.] Great. What's your name?>>[Male] Vaughn. [Randy K.] Vaughn, do you have an app on the Android Market? [Vaughn] Not yet, but (inaudible). [Randy K.] Okay. Awesome. Congratulations. Here's your Photon 4G.