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Launching an App

Launching an App

A 3-step guide to launching your app that includes your legal, marketing and distribution guidelines.

26th June 2015

A Step by Step Guide to Launch your App

Mobile Applications (’Apps’) are popular with business owners and their customers. With today’s market going mobile, Apps help you keep pace. However the process of launching your App to iTunes is not as simple as one might think. The following sets out the necessary steps required to make your App dream a reality. Below you’ll find the legal, marketing and distribution guidelines that you should take into account when you are planning to launch an App.

Step 1: Legal Guidelines

Australian Business Number (ABN): It may be time to register as a business by obtaining an ABN. Practically for running your App you will need an ABN.  This will allow you to operate in the GST system, avoid having amounts withheld from payments to you, help other businesses to confirm your business details, and get an AUSkey. You can register as a sole trader with an ABN or as a company, you need to register your company and get an Australian company number (ACN) before you can get your ABN.

Privacy Policy: You need to consider an Mobile Application Privacy policy.  If your mobile App logs the pages people browse, the products they buy, the videos they watch or notes users’ locations then it is advisable to have a Privacy Policy in place. There is a much higher chance of your Application being rejected during the submission process if you do not have a Privacy Policy. Apart from compliance requirements, consumers and users like to know how their personal information is being collected and used, and not having a Privacy Policy may cause a decline in user confidence and interest in your Application.

App End User License Agreement (EULA): It’s vital to release software with a set of Terms and Conditions to allow you to control and exclude risks and limit liability. Apple has a legal framework in place for developers publishing software through its App Store. When a developer releases software through the App Store, unless the developer specifies otherwise, the software will be subject to Apple’s standard Licensed Application End User Licence Agreement (EULA).  If you’re an Australian developer, the Apple EULA does not take your interests into account.  The most obvious problem is that the Apple EULA is governed by California law, which means that disputes under the agreement would be ruled by a foreign body of law. Apple offers the option for developers to release software with customised terms.

Step 2: Marketing Guidelines

The marketing for your App should be well-rounded and include both pre-launch and post-launch work. The following is a list of marketing idea:

Target Keywords: One of the most important moments of your App marketing plan is choosing your App’s keywords. Developers working on keyword optimisation always find themselves struggling with the final selection of keywords. Since the App Store search engine doesn’t scan the App Description, all you have to work with is the 100-character Keyword field, the App Name and the IAP Display Names. Selecting strong keywords for your App is imperative to the success of your App.

App Description: Descriptions have a character limit. For the Windows Store, descriptions have a limit of 10,000 characters, whereas for iOS and Google Play it is 4,000 characters. A well-written mobile App description will give your App a marketing head start, because it will provide the users a quick way to see the value that your App delivers. Your App description can evolve over time taking into account App’s best customer feedback, online reviews and awards. Constantly refine and improve your App description to continue presenting the best image of your App to new users.

Supporting Web Page: The web is one of the top places people go to for information, advice, and products. If you don’t have a website for your App, you’re missing out on a huge opportunity to increase your App’s exposure and downloads Having a supportive website will get your App in front of potential users who are using traditional search engines. It can create exposure and help journalists discover your App.

Step 3: Distribution guidelines

You must be enrolled in an Apple Developer Program to Distribute Your App

Prepare your App for Submission: Before you distribute your App for testing or submit it to the store for Approval, complete the configuration of your Xcode project. Your final Xcode project should contain required App icons and launch images, contain additional entitlements for App services you enable, and specify which devices and operating systems your App supports.

Test iOS Apps across Numerous Devices: Test with not only iOS Simulator but on all the devices and releases that your App supports. Testing on more than one kind of device ensures that your App operates exactly as you thought it would, no matter which device it’s running on. You can register up to 100 devices per membership year for development and testing. After testing an App yourself, distribute a beta release of your App to testers. You can distribute a beta App yourself or use iTunes Connect to manage beta testing.

Analyse crash reports: While testing if an iOS App crashes, the system creates a crash report that’s very useful for understanding what caused the crash. Crash reports describe the conditions under which the App terminated, in most cases including a complete stack trace for each executing thread. After you distribute your App, routinely collect and analyze any crash reports.

Submit and release your App on the Store

Submitting your App: This distribution step is to submit your code signed and provisioned App to the App Store. This important step ensures that the submission comes directly from you and that only you grant permission for your App to use certain App services. If your App is rejected it is not a major issue – view Apple’s operational issues and review your product.

Releasing and updating your App: After your App is Approved, you release and maintain your App throughout the lifetime of the App on the App Store or Mac App Store. This involves viewing crash reports, responding to customer reviews, and fixing problems as needed.

Mobile App Bundle

If you’re ready to launch your mobile app  then purchasing Lawpath’s Mobile App Bundle will set you up with everything you need to stay protected. You’ll receive a Mobile App Privacy Policy, Mobile App Terms of Use and Email Disclaimer.

Unsure where to start? Contact a LawPath consultant on 1800LAWPATH to learn more about customising legal documents, obtaining a fixed-fee quote from our network of 600+ expert lawyers or to get answers to your legal questions.

Dominic Woolrych

Dominic is the CEO of Lawpath, dedicating his days to making legal easier, faster and more accessible to businesses. Dominic is a recognised thought-leader in Australian legal disruption, and was recognised as a winner of the 2015 Australian Legal Innovation Index.