Google has declared Android the fastest-growing platform for software developers. Yet with a huge number of Android apps being created, Android developers struggle with how to market their products, reach a larger market, and manage the impact of massive app stores on consumers and businesses.

For developers who want to reach the end user, the real-world costs associated with creating apps exceed the initial investment, and the goal is not to scale a company, but to get a product to the end user. It is critical that apps reach consumers through Google Play, which lets apps show up in front of hundreds of millions of consumers within minutes. For developers who don’t have a track record for marketing apps to end users, or who lack the app creation tools available for popular platforms, Google Play provides both.

For developers who want to reach the end user, the real-world costs associated with creating apps can exceed the initial investment. And the goal is not to scale a company, but to get a product to the end user. One of the biggest hurdles faced by developers is negative reviews. An app cannot promise optimal performance from day one. Yet, people do not shy away from leaving bad reviews on apps, games, and many others. Sure, these reviews can sometimes work as feedback and help the developers carry out necessary changes in order to improve the performance of the app. But most of the time, these reviews can lead to declining trust with customers, which can immediately result in fewer downloads. Moreover, it goes without saying that trying to remove negative google reviews could be challenging and might require professional assistance. Developers should always focus on making their applications better rather than getting let down by such issues. Providing a very well-working application could help reach a wider audience.

Scaling to the Bigger End

Platforms like Amazon, Apple, Microsoft, and Google, sell apps, support app creation, and compete to generate a wide reach of end users, but then provide that reach at the scale of a large company. If developers want to build a product to reach end users, they have to learn to operate at the scale of big apps like Apple and Microsoft. It is important that developers learn how to do it quickly while keeping the process simple enough that they can do it on their own.

The Security Factor

The process of developing apps for marketing to the public via the Android platform is a comprehensive process that entails several crucial steps to make it a success. But the focus on launching an Android application or software is not linear in its approach. Through trial, testing, and error, developers create end products that offer solutions or can be used for a purpose. And the analyses and tests on them are not restricted to just the functioning of the app, but also its security. An essential part of making the app a success is authenticating and testing an application to make improvements in its level of security, both, in the front end and in the back. Some developers may have internal sources to aid them in this task, while others may seek externally provided services for the task.

Once out there, these apps may accommodate a large number of users depending on the genre or type. Yet, security awareness is advised for users. This is for two reasons – the first; while an app may be sophisticated, it does not rule out the possibility of a hack or a cyberattack. Each passing day sees newer developments and techniques used by hackers and cybercriminals, making it a concern to actually worry about. The second reason is that a single breach could spell disaster. All private information can easily be stolen once ransomware has been administered to the device. So, users, although assured of security from the developer’s end, should invest in mobile endpoint security, especially if the app is used for business operations.

The Biggest Fear

There is an opportunity here for developers who have created a new app to scale their business. Because the real world costs of creating apps can outweigh the initial investment, it is common for many developers to turn to a service like, where developers can learn how to create apps, then launch it into the millions of users within just a few hours. As the technology provider that offers MarketShare, we have seen developers get a product to the market in a few weeks, and then get paid within a few months. Once a company has scaled to millions of users, we have also seen companies that sell apps on MarketShare generate hundreds of thousands of dollars in revenue per month.

The MarketShare platform is not only simple to use, but is used by large corporations to market their products. Microsoft even used MarketShare to expand their reach into the business world, offering a new app for their employees to easily take a photo and post it to their social media accounts.

A Hard Core of Big Apps

But the market for getting a product to millions of end users is hard to crack. Most end users want to see high quality apps, and will usually ignore low quality apps. Bigger apps require larger marketing budgets, and being more expensive can prevent companies from building a small, but powerful, product, rather than trying to scale their business and reach a large number of consumers quickly.

A Solution for Platforms

It is important for big companies to make a few big decisions, and then take control of the rest of their business. A good place for these companies to start is by focusing on being able to create a new app within weeks and then marketing that product to millions of end-users. Sometimes it can be as easy as creating a directory listing type of app but naming it in a different language, like how you would write it as best online casinos in Dutch, Afrikaans, etc. There are specific markets for this.

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