Abstract:

A smartphone is a mobile device that combines the possibility of a mobile phone with the main capabilities of a personal computer, such as: access to the Internet, applications, e-mail, entertainment and media services, and even localization possibilities[1]. These devices are becoming smaller, thinner, faster and have more and more functions that make them similar to laptops. The popularity of mobile devices is connected with many factors such as the convenience of use and the necessity of having them. The market of smartphones has been created by innovations over the years. Smartphones constantly offer newer and bigger possibilities. In recent years, LTE Internet has revolutionized the market, and (currently) 5G technology is one of the main areas of technological progress in this field. On the other hand, thanks to application stores such as Google Play or App Store, smartphone users can download apps tailored to their needs and expectations on their mobile devices. Smartphoneization is not only connected with the growing number of devices, but also the conscious creation of identity and behavior of users of mobile devices. People are more and more aware of values that can be offered by modern smartphones and apps. Therefore, the selection of installed apps is very often a thorough and non-impulse decision. Designers of applications operate in a very competitive market, where it is not enough to design a new solution, but also implement it on the market in a skillful way. It is essential to plan effective mobile campaigns and use all possibilities that will enable you to increase the number of clients. One of the important actions during the implementation of new apps is the adequate presentation in mobile stores. The aim of this article is to identify essential elements in the presentation of applications in popular App Stores, which help to increase the number of downloads and users.

[1] Nincevic S., Krajnovic A., Bosna J., The role and importance of mobile marketing in the system of marketing management, 2015, p. 670.