There’s an app for everything now, which means that there are also many application distribution platforms from which to choose. Some of the most popular are the iTunes store and Google Play, selling applications for iPhone and Android devices, respectively.

Choosing the right application distribution platform for your application will be key to your success. Each platform has its own set of rules, reach and opportunities for promotion. Here are a few things you can do to evaluate application distribution platforms to find the right one to meet your business goals:

Device Users

Since you will be limited to what application distribution platform you can choose by what type of application you create, it is important that you first decide what device you want to target. For example, only iPhone apps can be featured on the iTunes store. Do you want to target only iPhones, iPads and related devices? Or do you want to reach users on other devices?

Device Users

You should first evaluate the device in order to decide what type of application you want to create. Do you want to stick to a popular device, or do you want to have more options for promoting your app?

Platform Users

After you decide on the type of application you want to create, you need to start evaluating platforms. The first place to start is the number of users on that platform. Of course, you can begin with the official app stores like the iTunes store and Google Play. However, you should look beyond that to other platforms that carry those same apps.

Add up the total numbers to understand the total potential users that you may be able to reach. Typically, the higher number of users offers the most potential. However, you should look deeper to understand the buying behavior of those users. If a platform has a lot of users but they typically only buy one application, that platform may not be a good choice. However, if a platform has a lower number of users but those users make many purchases on average, that platform may be a better choice.


Every application distribution platform has different fees associated with it. You may have to pay a fee up front, or you may have to pay fees each time your application sells or is downloaded. You may have to pay both the up-front fee and the commission.


Make sure you research all the associated fees and that you understand how these will add up once your app starts selling. Consider all the best case scenarios so you can get a proper cost-benefit analysis. Sign up for the platform that offers you the most potential for profits.

Formatting Issues

Many application distribution platforms have very specific requirements for the format of the apps they sell. For example, formatting of iTunes apps is notoriously difficult because the requirements are so specific. The apps require a special coding language that isn’t used on very many other products.

Know the formatting issues before you choose the platform to ensure that you are up for the job.

Feature Opportunities

Many application distribution platforms create lists of featured apps, which can get you more exposure and help you sell more apps. Some of these lists are compiled from the top downloaded apps. Others are derived from the platform’s own formula and preferences.

Learn about what opportunities there are to be featured on the platform and how to get them. The more opportunities you have to be featured, the greater the chance that your app will be successful.

Promotional Opportunities

If you can’t be featured by the platform itself, you may have opportunities to pay to be featured. Learn about what promotional opportunities are offered by the application distribution platform. You may be able to get yourself featured on the homepage, or you may be able to pay for a spot in an email newsletter. You may be able to get featured on social media, a platform blog, or through partner platforms or websites. The more opportunities you have to be featured, the more exposure you can get and the more successful your app will be. Make sure you know the fees and the opportunities available.

Promotional Opportunities

The application distribution platform that you choose to promote your applications can make or break your success. Use these tips to help you thoroughly evaluate all the potential platforms to ensure that you make the right choice. First, start with the right app. Then, evaluate the number of users, fees, and promotion opportunities that the platform provides.

Using the right platform and employing the right marketing strategy can help you get the exposure you need for your app, creating a strong revenue stream for your company. This can help you take your business to the next level – and really that’s where you want to be.