"Apps are synonymous with app stores. If you’re marketing the next Angry Birds, app stores are the perfect distribution medium. However, today’s app stores do little to promote discoverability for budget-conscious small businesses and many app stores are often platform-specific, alienating a potentially large percentage of customers. Unless you’re spending “preferred placement” dollars to be in the top 10, your place in the App Store is akin to being on a shelf in the IKEA warehouse. Without a map or directions, it’s likely your app won’t be found.
SMBs need to look beyond app store distribution and treat their mobile offerings as they would any other marketing vehicle: part of an integrated approach that ties closely to established business objectives."
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