App Deployment and Launch Strategies: How to Ensure the Success of Your Mobile App?

Yogesh Pant
Apr 26, 2024


Over the last few years, the mobile app industry has been witnessing a significant uptrend, with record-high demand for these digital apps among every age group. According to the latest statistics, smartphone users spend an average of 88% of their mobile usage time on apps. These figures are enough to explain to businesses why having a mobile app has become a necessity. But wait! The road to success isn’t as easy as it seems. You will be surprised to know that app stores are overwhelmed with millions of mobile apps, with Google Play Store hosting 3.5 million apps and Apple App Store having around 2 million apps. So, how would you determine your app's success? Will your app survive in tough competition? Well! In such case, there’s one way you can ensure the successful release of your app, i.e., focusing on the app deployment and launch strategies. 

According to a new study focused on a group of mobile app users, a mobile app tends to lose 95% of its active users within the first three-month period. These alarming figures underscore the need for effective app deployment and app launch strategies that not only attract potential users but also convert them into loyal customers. Additionally, it is necessary to hire a professional app development team for your project that is not only skilled at development but also understands the aftermath of app deployment and maintenance. 

So, if you have your app ready or are planning to have one, this guide to app deployment and launch strategies will help you a lot in ensuring the successful release of your business app. For more details on other aspects of app development, you can refer to our Mobile App Development Guide.

But before we start this blog, here are some alarming stats that underscore the dire need for effective app deployment and launch strategies. 

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Surprising App Stores’ Statistics and Trends 2024

  • By the year 2025, it's projected that the total revenue generated by mobile applications will see a significant rise across various sectors, hitting approximately $613 billion. (Source: Statista)
  • Smartphone users spend an average of 88% of their mobile usage time on apps. (Source: BusinessofApps)
  • A mobile app tends to lose 95% of its active users within the first three months. (Source: BusinessofApps)
  • In terms of consumer spending, the Apple App Store witnessed a growth of 2.8% in 2023, reaching a total of $89.3 billion. (Source: BusinessofApps)
  • In the year 2022, the Play Store accounted for a whopping 110.1 billion app downloads, while iOS trailed with 32.6 billion downloads. (Source: Vlink)
  • The number one reason why people uninstall an app is that it is not in use. Other common reasons include limited phone storage, intrusive advertisements, and excessive notifications. (Source: BusinessofApps)


What is the Mobile App Deployment?

Mobile app deployment is the process of releasing your app to either an internal group or the general public. For internal audiences, this involves placing your app in a production setting where it can be modified and evaluated. For external audiences, it involves launching the app for the end-user's use.

End-users can download a native app (Android or iOS) via a specific app store available on their device. The process of submitting a native app to these stores can be complex. It's crucial to understand the app submission procedure as it requires significant effort.

A successful app deployment should focus on user appeal and fundamental functionality in the long run. But if your app doesn’t attract users, going through the challenging deployment process is pointless.

Operating systems like iOS and Android have their own distinct app stores, each with a slightly different deployment process, which we will discuss below. Other companies, such as Microsoft and Amazon, also have their own app stores, although they are less popular.

5-Point Checklist for Successful App Deployment


Before launching your app on the app stores, it is essential to ensure it is well-optimized. Here are some vital elements to concentrate on while getting your app ready for launch:

#1. Planning and Developing Strategies

Before submitting your app to App Stores, having well-crafted app deployment and launch strategies will help you ensure the long-term success of your app. You can start by setting project objectives, recognizing stakeholders, and pinpointing the intended environment. Factors like hardware prerequisites, operating systems, and network setups need to be taken into account to guarantee compatibility and seamless launch.

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#2. Focus on Creating Appealing App Store Listings

Your app listing comprises your icon, title, descriptions, snapshots, clips, and other visual elements. Make sure your icon is eye-catching and your app title is distinctive and memorable. Craft a compelling, well-organized description emphasizing your app's advantages and primary features. Incorporate top-notch visuals like snapshots and explanatory clips to demonstrate your app's functionality and aesthetics.

#3. Select Appropriate Categories and Keywords

When you're ready to submit your app, it's crucial to pick categories and keywords that accurately reflect what your app does and how it can help users. These choices are essential because they help potential users discover your app. Additionally, use the targeted keywords so that your potential users can easily find your app from the sea of options. App Store Optimization (ASO) is probably the best marketing strategy for app discovery. 


#4. Comply with App Store Guidelines

The Apple App Store and Google Play Store have specific guidelines your app needs to follow. Make sure to familiarize yourself with these rules and ensure your app meets them. Standard guidelines often involve restrictions on content, privacy obligations, and performance benchmarks.


Apple App Store

Google Play Store

Revenue Share for In-App Purchases (%)

Minimum of 30%

15-30% (30% for the first 1 million dollars, 15% afterward)

App Review Process

An Apple employee reviews each iOS app before being released to the store

Uses an automated process that can take less time

Support for Latest Products/OS

Apps must support the latest Apple products

The app must support the latest Android operating system


Charges $99/year

Charges a one-time fee of $25/year

#5. Evaluate your App's Pricing and Monetizatization Model

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If your app offers in-app purchases or subscriptions, it's important to correctly set up your app's pricing and handle payment processing. Also, make sure your app's monetization model is in line with the policies of the app store.

How to Launch an App?

How to Launch an App In 2024 [From Ideation to Launch] 🚀

App launch refers to the process of making your mobile app available for download in the app store. It's crucial to align your marketing efforts with this process to ensure a successful launch.

It's also important to consider your development schedule, which includes building features, rectifying mistakes, and implementing enhancements. Be mindful of the calendar, too. Holidays or significant industry events might distract potential users from your product.

Furthermore, stay informed about your competitors' launch dates. Launching your app on the same day as a competitor might result in your product being overlooked by your target audience. So, choose your launch date wisely. Remember, the goal is to make your app stand out in the crowded marketplace.

There are two major app stores, including Apple’s App Store (for iOS apps) and Google Play Store (for Android apps). Below is a brief guide to launching your app to these stores step-by-step: 

How to Launch an App on the Play Store?

  • Begin by creating your Google Play Developer account and pay one-time fees. 
  • Use the Android Studio tool to authenticate your application and create a .apk or .aab file. 
  • Proceed to the Google Play Console and set up a new app listing, ensuring you provide all necessary details, metadata, and resources. 
  • Next, upload your .apk or .aab file to the Google Play Console and provide details about the release options, content rating, and cost structure. 
  • Finally, submit your app for review. While the review process is generally completed within a few days, be aware that it might occasionally take longer.

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How to Launch an App on the App Store?

  • Start by setting up an Apple Developer account. Remember, there's an annual fee associated with it.
  • Now, request all necessary certificates. This includes distribution certificates and provisioning profiles, which are crucial for App Store submission.
  • Prepare your app for submission by archiving it in Xcode and exporting the .ipa file.
  • Open App Store Connect and furnish all the required details, metadata, and assets to set up your app listing.
  • Use Transporter or Xcode's Application Loader to upload your .ipa file. This action will create a new version of your app in App Store Connect.
  • The last step is to submit your app for review. Depending on its complexity and adherence to App Store guidelines, this process can take a few days to weeks.

After submission, wait for it to be reviewed by the internal team. If your app gets rejected, don't lose heart. Carefully understand the reasons, make the necessary changes, and resubmit your app.

Top 10 Tried-and-Tested Mobile App Launch Strategies in 2024


Below are some effective mobile app deployment and launch strategies every business and marketer should understand before making their app released: 

1. Create a Sense of Excitement Before Its Launch

Use social media platforms such as Instagram, Facebook, LinkedIn, and Twitter to create a sense of excitement for your app before its launch. The key strategy for the product launch is to reveal little information to pique people's curiosity without disclosing all the details. 

Engage with your audience in real time through Instagram stories and Twitter polls, and consider hosting Reddit AMA (Ask Me Anything) sessions to gain deeper insights into your potential users.

2. Design an Attractive Landing Page for Your App

Consider your app's landing page as its digital storefront—it needs to leave a lasting first impression. A well-crafted landing page should help users quickly understand your app's distinctive features and advantages and encourage them to take further action, such as subscribing to an email list, pre-ordering the app, or joining a pre-launch contest.

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3. Create App Preview Videos

Create launch videos for your app that highlight its unique selling proposition, primary features, and functionality. This popular and effective product launch strategy focuses on making videos as engaging and authentic as possible. 

Use screen recordings, videos, and real-life demonstrations of the app in use. Enhance these with voice-overs or captions to illustrate how the key features operate.

4. Run Ads for Targeted Audience

Consider using targeted advertisements such as app installation ads, sponsored social media posts, or Pay-Per-Click (PPC) campaigns via Google Ads to reach your desired audience. Additionally, influencer marketing can be a powerful tool to establish a personal connection with potential users. 

Endorsements from influencers can significantly boost your app's visibility and credibility. It's worth noting that influencer marketing is expected to grow to a whopping $21.1 billion industry by 2024.

5. Leverage App Review Blogs

Promoting your app on prominent app review websites can draw customer attention. Make an effort to connect with influential blogs in your niche and introduce your app, emphasizing its unique features. 

Aim to get coverage from platforms like AppAdvice, Mashable, or TechCrunch. Participate in relevant online communities such as Quora or Reddit, and discuss your app in a manner that doesn't come across as promotional.

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6. Implement App Analytics

App analytics provide valuable insights into user behavior, feature usage, and overall app performance. Utilize tools like Google Analytics, Firebase, and Mixpanel to monitor crucial metrics such as new user count, session duration, user drop-off rate, and user engagement. 

A/B testing tools like Optimizely can be instrumental in enhancing various aspects of your app based on real user feedback.

7. Initiate Early Access and Beta Testing

Offering early access to a select group of users or organizing beta testing events can provide valuable user feedback prior to the formal introduction of your app. This strategy aids in identifying glitches, enhancing user-friendliness, and understanding user preferences. 

Tools like TestFlight for iOS and the Google Play Console's beta program for Android make beta testing more manageable. During this stage of a mobile app's launch, it's crucial to actively solicit user feedback and address any technical or functional issues.

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8. Engage with Early Users

Maintain active communication with your product's early users. Responding to their inquiries and comments demonstrates your commitment to providing them with an excellent app experience, which helps build trust. Use communication platforms such as in-app chat, email, or social media to facilitate these interactions.

9. Introduce Freemium Versions or Trials

Freemium models are an effective strategy for encouraging first-time app downloads. You offer a free version with basic features and a premium version with advanced features. 


Free trials also allow users to experience the full product before making a purchase. It's important to ensure that your free version or trial period offers enough value to maintain user interest.

10. Implement Techniques to Retain App Users

Acquiring new users is just one part of the equation; retaining them is the other crucial aspect. Maintain user engagement in your app by delivering personalized messages, introducing new content, or rolling out new features. Establish a mechanism for users to share their feedback and make updates to your app based on their preferences and feedback. 

The most effective strategy for promoting your app is to involve the user in all your actions. Launching your app with this approach will set you off on a rewarding and enduring journey in the app marketplace.

Best Practices to Ensure Successful App Launch


You have probably gone through a complex mobile app development process and set a goal of achieving a high number of installs upon its launch. But how would you ensure that? Let's explore some strategies and best practices for launching a successful app and retaining users in the long run.

Conduct Thorough Market Analysis

A comprehensive market analysis is crucial to effectively positioning your app in the market. This involves understanding the leading apps in your niche, pinpointing their shortcomings, and leveraging these insights to enhance your own app.

Depending on your financial resources, you can engage in firsthand user research. Alternatively, secondary research can yield a plethora of valuable data. Scrutinize user feedback on competitor apps in various App Stores and blog ratings to gain insights into the real user perceptions of your competition.

Measure Success

Before launching your app, it's essential to clearly define what success looks like for you. Set a few measurable goals for your mobile app launch. We recommend monitoring your ongoing installation rates, retention rate (the proportion of users who download your app and keep it), percentage of reviews, overall rating in the app store, and revenue generated from your app.

Use the Power of Your Social Media Accounts

While your application is still in development, you can leverage your social media accounts to advertise it and collect feedback and suggestions from potential users. 

Once your app is launched, remember to update the links in your social media bios to direct users to the app store for installation. The ultimate goal is to drive traffic to your site and boost app downloads and installations.

Connect with Other App Developers

It could be beneficial to reach out to another app development company that has created similar apps and whose customers might be interested in your app. This could lead to a mutually beneficial co-marketing agreement that increases the installation rates for both parties. 

When hiring Android and iOS developers, ensure they have a positive reputation in the app store. Nobody wants their app to be linked with an inferior one.

Monitor User Feedback and Reviews

It's important to keep an eye on user feedback on your app and actively encourage them to leave reviews. This strategy not only helps you identify issues that you might not have been aware of, but it also allows you to spot problems and make immediate improvements for a superior user experience. Keep your users updated about your progress so they know you value and respond to their feedback.


While mobile app launch is a one-time event, the journey of your app is far from over. To achieve long-term success, it's crucial to continuously promote, evaluate, and fine-tune your app strategy. Remember that app deployment and launch strategies are key. However, your specific tactics, tips, and strategies may vary based on your product. 

The process of launching an app is comprehensive and demands a high level of focus and expertise. If you're undertaking such a project and require professional guidance, we're here to help. Our team at Mtoag Technologies is proficient in all stages of the app development process, from conceptualization to deployment. We're ready to support you every step of the way.

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